eight must-haves and 10 ways to go beyond the expected.
by sandi leyva
the complete guide to marketing for tax & accounting firms
if you’ve spent any time at all in business talking with prospects on the phone or in person, then you probably have a list of benefits or advantages that you like to mention about your company to every prospect. you may have a very structured way of going about this, and you may not.
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in any case, building a prospect kit will help you become even more consistent in the presentation of your company’s strong points to prospects. and, it’s absolutely essential as you move into larger and larger business deals.
a prospect kit is a sales tool that you can use to communicate information about your business to prospects.
here’s a list of the most basic items that can go in an initial prospect kit:
- a fact sheet about your company
- bios of the team that will be working with the prospect
- information sheets on your business’s products or services
- testimonials, case studies, a client list or references
- white papers, especially if your product or service is complex or unusual
- copies of magazine or newspaper articles or reviews about the company or product
- sample contracts, credit applications or order sheets
- a personalized cover letter to the prospect
that makes up a standard prospect kit. the question is, how can we make our prospect kit stand out and get noticed?
to create an attention-getting kit, here are just a few things you can consider adding to yours:
- your newsletter if you write one
- a handwritten note
- a demo, instructional or portfolio cd or dvd
- a book you have published; books make the perfect “business card”
- a calendar if your company holds events
- artwork
- a lottery ticket
- photographs
- toys or stress relievers
- a product sample, especially if you sell food or flowers
try to tie these ideas to your product or service, and see if that gets you in the door.
once you can get the prospect’s attention with a thoughtful and unique prospect kit, then you can begin the dialogue that leads to bigger things such as that first sales call.