Remember, especially when it comes to their job, people really want to impress their co-workers and most important, their boss. Don’t think for a minute that they will not be held responsible in some intangible way for bringing you into their office, club or whatever. This is why you must make them believe in what you have to offer. Help them understand the value that “they” will bring to their organization by having your program on-site. Ask your contact questions so you can understand as much as possible about the perceived needs of their company. Based upon the findings from your information gathering session with your contact, formulate your presentation strategy. Do research; prepare a logical thought process as to why your program is vital to the company. Be sure to explain how and why it will improve the quality of the employee “work experience.” Demonstrate how it will increase worker morale and productivity. Because letÕs face it, we are all in business to make money and if you can tie your program to increased profits for the company, you’re in.

Often times you will not be present during the initial “what do you think about this?” conversation that your contact will have with their key people. For this reason you must have something tangible you can give to them to pass on. The purpose of the document is not to information dump; it is to entice a meeting with the appropriate people. A well-prepared and documented logical thought process will build instant credibility for you and your program.

In our next issue, we’ll discuss how to conduct a successful meeting and close the sale.