Page 242 - Schooley Mitchell Marketing Manual
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SCHOOLEY MITCHELL
MARKETING MANUAL
Implementation
Implementation of Your Recommendations
Implementation of Your Recommendations
1) ALWAYS make sure you build the relationship properly right from the beginning stages. A hit-and-run sale, where the only emphasis is on ‘free, free, free’ will result in poor relationships and a higher likelihood that the client will not implement your recommendations when you
present the Value Report.
2) Continue asking questions in the briefing until you are comfortable that the client has fully informed you and fully understands what you will be doing for them. Ensure they understand your expectations in terms of what you will identify on their behalf (three things – one, you will examine their invoices and contracts for errors, two, you will identify redundant services – items they may not know they have, never use, and continue to pay for, and three, you will examine marketplace alternatives and best-in-class pricing in every service category).
3) Never overpromise a quick turnaround. Make them realize that there is a lot of effort (and therefore value) in doing what you do including research, benchmarking software tools, databases, understanding best- in-class pricing and alternatives, negotiation, etc. If you’re presenting a report for $10,000, or $20,000 or more in annual savings and you return that to them in 10 days they are not going to understand the value that you are delivering. Just don’t over promise in the first place and then their expectations are not out of whack with your timing.
4) If you don’t have all of your questions answered and your time is up – set another briefing to find out.
5) Use the relationship tools – ALWAYS! That means sending a Welcome Letter every time – enroll them on Pulse (use the explanation sample in the Marketing Manual), send a hand written note card, and send them Distinctive Value items – articles, books, goods, gifts, ideas.
6) Always implement the SMARRT Relationship Builder Program right from the point of signing the Service Agreement. Add value to the relationships long before you ask for something from them.
7) When you call for the appointment to present the Value Report emphasize how pleased you are with the results of your analysis. Tell them how you are really looking forward to showing them the reports because you know they will be pleased as well! Make them feel your excitement without sounding phony.
8) Whenever you get ‘pushed down’ from an executive/financial person to an IT/Telecom/Tech person, AL- WAYS ask for approval right then to come back with your findings to the executive “once you are done doing all of your work with the tech person” (“because my findings will generally have a positive impact on your company’s bottom line so I will just need a couple of minutes of your time to SHOW you what I have found for you”). They will generally say yes if you ask properly and then you won’t be in the position where you have to break back through a resistant barrier to get your recommendations implemented. Ensure that the tech person is part of the presentation and give them all the credit for working with you behind the scenes to help get to the ‘value’.
Manual Revised: April 3 2025 Confidential
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