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How to ...
(for
new
clients)
How to ...
(for
new
clients)
Treat marketing like a project
Identify distinctive features
Turn features into benefits
Illustrate each feature's benefit
Write "Golden Questions"
Organize a client consultation
How to ...
(for
existing
clients)
How to ...
(for
existing
clients)
Remove the stigma from marketing
Build client relationships
Organize for relationship mgmt.
Receive client feedback
Manage the CRM program
... illustrate features as client benefits.
The features and benefits you develop will seem obvious to you, but it may be necessary to make them vivid, or at least clear, for a prospective client. These illustrations are called “proof” in that they are tangible representations that validate and verify the claims you are making about features and benefits. These certainly include pictures of projects, like the complex piping scheme at the right. But they also might include the following:
Maps of office locations
Diagrams of project management or quality processes
Testimonial letters
Gantt charts of projects completed on time
Summary charts of projects by type, size, location, etc.
... illustrate features as client benefits.
The features and benefits you develop will seem obvious to you, but it may be necessary to make them vivid, or at least clear, for a prospective client. These illustrations are called “proof” in that they are tangible representations that validate and verify the claims you are making about features and benefits. These certainly include pictures of projects, like the complex piping scheme at the right. But they also might include the following:
Maps of office locations
Diagrams of project management or quality processes
Testimonial letters
Gantt charts of projects completed on time
Summary charts of projects by type, size, location, etc.
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