Notes

How to Turn Intangible Concepts Into Tangible Services
What are you currently actually selling? Some say an idea, an idea, good results, or value. But a very important factor is for certain, whether it's not tangible, it can't be sold.

Imagine this scenario: You walk into an automobile dealership and a salesperson approaches you and asks, "How do i assist you to today?"

And you also answer, "Let me buy some transportation."

Well, yes, you need transportation, however the salesperson can't actually sell you that, it's only a concept. However they can sell you a tangible thing: a particular style of car, say a Chevy Volt.

I understand, this sounds stupid, nobody would try to buy 'transportation.'

But every day, independent professionals are trying to sell concepts which are in the same way abstract as transportation. They're selling intangible benefits such as:

- Increased productivity

- Decreased employee turnover

- Better cash flow

- Enhanced teamwork

- Reduced conflict

But these intangible benefits have to be translated into tangible services and programs, just as transportation becomes real in the form of a Chevy Volt.

Something is tangible whether it's real, physical, solid. It must have a form and structure and perform in a certain way. It must be usable and practical.

The challenge is simple: Turn your conceptual benefits into actual services and program.

You accomplish this is by "writing something or program into existence." This pure act of creation transforms the intangible in to the tangible. And now you truly have something to sell.

You do that asking these nine questions:

1. What is the Name of the service or program?

2. What is the goal of the service or program?

3. What Problems does it solve?

4. What Outcomes does it produce?

5. How does it Work?

6. What's its Form and Structure?

7. How has it worked for Others?

8. That are You and how are you qualified?

9. What should I do next?

And you turn the answers to those questions right into a marketing piece, often called an "executive summary" that's two or three pages long.

The objective of this executive summary is to clearly communicate the worthiness of one's service or program.

This won't convert most prospects into paying clients simply by reading it, nonetheless it will give them enough to learn if it's worth participating in a selling conversation.

This is very much how exactly we buy cars, isn't it? We do a large amount of research online to get the right car for our needs. We look at all the reviews, the features, the add-ons, the mileage and the purchase price. And we virtually decide on the car we wish before we walk through the showroom door.

When someone is "shopping" for professional services you might

get yourself a call from someone who was described you. check here hear you're great at helping companies like theirs increase their supply chain. And they want to talk.

What now ? next? You send them your executive summary and inform them, "Please have a look at this executive summary about my program. It'll offer you a better notion of how I help my clients, and when we meet it will save us time."

What goes into a marketing piece like this?

Well, the content can vary widely, depending on what you're offering, so you want to buy to be flexible enough to help you customize your offerings. But all executive summaries have the same essential components that answer those nine questions.

They are:

1. Name of the service or program.

I.e., "The Supply Chain Speed-Up System"

2. The Primary Purpose of the service or program.

The purpose of this program would be to help our client companies measurably increase their supply chains and to reduce or eliminate bottlenecks in the supply chain, which results in products likely to market faster with fewer delays.

3. The Problems this service or program addresses.

Here you'd have a paragraph or two about your insights in to the problems of supply chains, what stalls them, where in fact the breakdowns occur, what most companies miss, etc. This isn't anything your client companies have no idea, it just proves you understand your clients' industry and the challenges they face. Also it reminds them that they have issues that are causing them some extent of pain.

4. The actual Outcomes they would like to accomplish.

Again, you'd have several paragraphs outlining what a smoothly working supply chain looks like. What systems will be set up? What automated processes will be in operation? You need to give a picture of what it might be like after you've can be found in and put your program into place. They are the actual results the client is buying from you. Paint a picture of a more favorable future - one that is believable.

5. The way the service/program works.

You don't desire to hand out the store here, explaining all your proprietary approaches and technology. Nevertheless, you do desire to assure the reader that you do have the methods and technology which were proven over a period. This is where you discuss how your approach is exclusive, effective, and proven. This instills confidence you know your stuff.

6. The structure and format of this program.

Is this a one-day training or a six-month initiative? Who will be involved? Does it include coaching or consulting, or perhaps a combination of both? What is the sequence in which things happen? How will results be tracked? Paint a picture that's as clear as day.

7. Prove that your service/program delivers the Goods.

What results have your other clients gotten? That which was their situation before your solution and the changes after it was implemented? The closer these examples are to your prospective clients, the better. Testimonial quotes are good aswell.

8. Tell a little bit about who You are

This is not an extended biography, but a brief sketch of who you're, your major accomplishments and credentials.

9. Tell them how to proceed next

Invite them to get hold of you for an informal conversation to explore the possibilities of you helping them. Include contact information. Needless to say, never wait for a prospect to check out up. That's your job!

It is the second of five articles about the 5 Pillars of Marketing, my marketing model that helps get your marketing on the right track. The original 5 Pillars article

Voila, you've done it. The intangible is now tangible.

I really believe in straightforward, concise, conversational writing that's hype-free. This format builds a strong case that your service or program addresses your clients' problems, is an approach that is which can work, and has a track record with satisfied clients.

Of course, everyone's service is different, but in the event that you follow this basic executive summary outline, you will have transformed your conceptual benefits into services and programs that are real, tangible, and appealing to your prospective clients.

I promise that should you use this executive summary as a marketing tool, you'll have better selling conversations and ultimately close more deals with clients who are confident it is possible to help them.

Cheers, Robert

Action Plan Marketing helps self-employed people attract more clients through action-oriented marketing strategies that allow you to get before prospective clients. Get our free report on how you can attract more of your ideal clients as of this link: http://actionplan.club/free-stuff.
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