Stories are a perfect pitching device. Yet, despite the many agencies that declare themselves “brand storytellers”, they don’t always deploy that same skill on their behalf.
They get swallowed up by their own jargon or blindly grasp for the right words to describe the intangible qualities that make them different from their peers—with the ironic result that they end up sounding exactly the same.
If this applies to you, then I want to offer you a technique to use on your next pitch.
Read MoreRecently, a client of mine asked me to help him evaluate a lead generation firm he was thinking about hiring. The lead gen firm had sent him an extensive questionnaire so it could gather enough information to create a set of persuasive sales messages. It included questions you’d expect: How do you describe your ideal client? What makes your agency different from competitors? Why do you do what you do?
My client asked me for my advice. Would I assess this firm and tell him what I thought of the questionnaire?
My feedback was that there was nothing wrong with the questionnaire. The question I had for him: Was he was happy with his answers? And, should the lead generator bring him quality leads, did he believe he was prepared to close the business?
I gave my client some advice on how to make sure his investment would pay off. If you’re considering outsourcing lead generation, then it might be good advice for you too. Read more
