Question

Topic: Other

Marketing Company Needs Help With Intitial Meeting

Posted by Anonymous on 9/14/2009 at 11:14 AM ET 500 Points
We are a new Marketing company, we originally started out working for an automotive performance chain and a frabrication company that makes performance parts. My partner and I did the marketing for both companies everything from web to events to print, SEO, copywriting ect.

We have decided to start our own marketing company because so many people have asked us about our marketing. We have clients beating down our doors for our services but we arent quite ready yet. We do not know how to approach initial client meetings first off.

Do we show samples of our work in the initial meeting even though we don't know exactly what services they want? Do we spend more time listening to them and then have a second meeting to show examples/samples of our work?

Do we put a brief slideshow together with our serices we offer? Do we tell them to go to our website before the meeting? What about the non technically savy clients?

any help would be great!

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  • Posted by Gary Bloomer on 9/14/2009 at 7:58 PM Member
    Dear Maria,

    A brand new marketing company? Hoorah! Hoorah! Good for you and really, I wish you the best of luck. And you have clients beating down your doors for your services? Splendid!

    Does it get any better than that? I don't think so. Well, no. Actually, I tell a lie. It DOES get better than that. When? When you clients call you up to tell you those three little words that ought to thrill the heart of every marketer: "Sales are up!"

    OK, to business.

    Initial meeting? Hmm! Tricky. Here's what I think. And bear in ind that this is just my opinion: other contributors may have their own thoughts:

    Q: Do you show samples of your work in the initial meeting even though you don't know exactly what services they want?
    A: No. Take samples WITH you, but don't show them until you have more information.
    Q: Do you spend more time listening to them and then have a second meeting to show examples/samples of our work?
    A: Yes. But perhaps it might be better to ask for samples of all current marketing material BEFORE your meeting. Then, at your meeting, you ask them to tell you everything from their point of view while you listen. Then have a second meeting.
    Q: Do you put a brief slide show together with your services?
    A: Perhaps. But only after you've heard their viewpoint. But not a slide show. I think a "You need, we offer" presentation might serve you better.
    Q: Do you tell them to go to your website before the meeting?
    A: No. You talk to them.
    Q: What about the non technically savvy clients?
    A: Talk to them too.

    Don't think of these people as clients, think of them as people you're getting to know as friends. So explain things logically, clearly, and with their best interests at heart. The more you do this, the more they'll like you and trust you.

    But as I say, this is just my opinion. I hope it helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 9/14/2009 at 8:26 PM Moderator
    My strategy has always been to listen on the first meeting. Ask high-gain questions. Then listen some more.

    I tell prospective clients that I won't take a project unless I'm very confident I can nail it for them. I need to understand exactly what's expected and what the challenges will be. The last thing any consultant needs is buzz that says they delivered mediocre work. Every project needs to be an A+ if you expect referrals. (If it's A-, everyone will focus on the "minus" instead of the A.)

    To prepare a proposal -- formal or informal -- you need to understand what it takes to get an A+. That's one of the purposes of that initial meeting. And if you see that it requires skills you don't have, it's better to say so BEFORE you fail than after.

    If you want more on this subject, let me suggest you get a copy of Rasputin For Hire. The subtitle is An inside look at management consulting between jobs or as a second career.

    The book is available through major bookstores in the United States, and from Amazon.com. It's also available direct from the publisher using the link above.

    If you order with the link above, you will also get a complimentary report that is a round table discussion with five of the experts from right here on the MarketingProfs Know-How Exchange. In the report, they discuss their own experiences in consulting and offer advice to newbies.
  • Posted by Jay Hamilton-Roth on 9/15/2009 at 8:32 AM Member
    If people are calling you, talk to them. Find out specifically why they are contacting you, what they hope to gain from working with you, the history of their business (including their marketing efforts), and their goals/timeline. That should give you a clearer picture of who your prospective client is. You really can't suggest marketing tools until you understand their needs, budgets, and their target demographic.

    Yes, show them samples, slideshows, websites, etc. -- but only if/as they ask. Better yet - show them case studies that clearly demonstrate the ROI of your various efforts. That would clearly get my attention.

    If you were feeling under the weather, and made an initial appointment to see a physician for the first time, would you rather that they spent time showing you the various medical devices they use, the list of pills they prescribe, and lists of people they've treated -or- would you rather that they ask you what's wrong, measure your vitals, and try to diagnose your problem before prescribing a treatment plan?
  • Posted on 9/15/2009 at 10:43 AM Accepted
    Well, ask 100 people, get 100 answers. Here’s my version, differing in some aspects from what you’ve been told so far.

    Since you are getting requests for meetings (congrats on that, by the way!), seize the momentum and take control of the agenda. Call back and say “Here’s what I think we should do. The first 10 minutes will cover introductions, what you’ve heard of us and why you are interested, the next 15 minutes will be a brief overview of who we are, what we do, and some illustrations of our work, and then let’s take the last 30 minutes or so to hear your business and marketing challenges and kick around some thoughts to address them. Then, we’ll go away and think about it and come back to you with some thoughts on how we can help.”

    In the meantime, why would you tell them NOT to go to your website? It’s 2009 – don’t you think they can find it anyway? Just be sure your site is ready for prime time. In the meantime, prepare a 15-slide PowerPoint (handout, table-tent version, via tiny projector, etc.) that shows SOME of the same content from the web, but ALSO deeper, newer stuff (such as, as has been suggested, some rich examples of your prior work/case studies). This presentation is what you’ll show during your 15 minutes. Do a little homework so you can voiceover in context of each prospect’s unique business. PS this is about as far away from a doctor analogy as you can get.

    Then, during the 30 minutes that follows, have some probing/prompt questions to steer the discussion toward things you cover. (For example, if you don’t want to listen to a 15 minute saga about how bad their internet service provider is, steer it back to a marketing challenge you can solve for.) Listen well, but also show you have some initial thoughts such as “have you thought about this or that?” However, don’t try to completely solve anything or formally/officially propose anything in that first meeting.

    Get out of there in an hour. Close the meeting by saying what a great discussion it was, and how you are looking forward to a next meeting to discuss specific ways you can help. Make sure you know of timing at this point (e.g., are they wanting to launch a new site by January, are they just randomly fishing around, etc. etc.?), and if they are looking at other service providers (your competition). Unless they offer it up, you shouldn’t talk pricing in any way.

    Net: present yourselves professionally and honestly, figure out what it is they need specific help with, and don’t over think it/make it too formal.
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