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The following is adapted from a presentation by Alpha Partners at the December 9, 1999 Institute for Private Investors (www.memberlink.net) conference in New York City.
- Build a coherent identity. The physical appearance of your presentation and marketing literature conveys expertise, talent and quality. A coherent system of communications saves time (and, by extension, money). A coherent system allows you to be prepared at every point in the sales cycle, from introduction to first meeting to client communications. Perhaps most important, a coherent package of information sends this critical message: “We have our act together.”
- Establish your credentials. Don’t forget to cover the basics in describing your firm: the six P’s (philosophy, process, people, products, performance, price); organization; service structure; business strategy; and compensation plan. Prospects usually are meeting you for the first time, and even existing clients sometimes need to be reminded of your credentials and other key facts about your firm.
- Respect the rules of storytelling. Covering the basics does not mean pouring yourself straight into the philosophy-process-people mold. Keep in mind that your competitors will be presenting similar information. Capture the imagination of your audience by emulating the elements of any well-told story: a strong opening, passion, universal truth, satisfaction as the plot unfolds and a memorable close.
- Know your competition. Clients need a reason to hire you. Any successful marketing communications program must answer the following questions, “How are you different from your competitors? What can you offer clients that they cannot find elsewhere?”
- Remember, people are more interested in themselves than they are in you. Another key element of any well-told story is: know your audience. Demonstrating superior knowledge of your audience is itself a powerful competitive advantage. Superior knowledge of your audience by definition substantiates otherwise hollow claims of “superlative client service” and “customized portfolio management.”
- Prove it! Any good story answers the following questions, “Who? What? When? Where? Why?” Use examples, stories and proof statements to document your approach to investing and client service. Avoid unsubstantiated claims. Don’t cite data without defining its source. Don’t claim expertise in customization without providing examples of how your clients benefit from customized portfolio management.
- Use pictures worth 1,000 words. There are three good reasons to use exhibits to tell your story: (1) people will remember them; (2) they serve as the best form of proof statement; and (3) exhibits eliminate the monotony of an all-narrative presentation. When you use exhibits, remember to establish credibility by clearly defining the source, time period and main point(s) of each exhibit along with any qualifying data.
- Integrate substance with style. The physical appearance of your marketing literature is just as important as your own personal physical appearance. Avoid design for its own sake (flying triangles, images behind text that compromise legibility). Seek design that reinforces meaning through order of presentation and enhanced legibility.
- Don’t forget, it’s always a sale. A great story doesn’t just sit there waiting to be bought. It must be sold. Whether presenting to a prospect, a client or an audience of industry colleagues, you are always selling your ideas and building your credibility. Use timing and momentum to tell your story with power and distinction.
- Rehearse, rehearse, rehearse! No one enjoys rehearsing. It is a time-consuming, artificial process, and when the adrenaline isn’t there, why bother? This is why people usually don’t rehearse new business presentations until the last minute and often don’t rehearse client presentations at all. You need to rehearse delivery page by page—fine-tuning transitions from one page to the next and one speaker to the next and practicing succinct, credible responses to tough questions.