Marketing tool kit for prospects (will it work?)

2 replies
To start with a little back story, I am a marketing program consultant. Basically I consult business owners on how to develop cost efficient marketing programs. My expertise is in the analytical side of marketing strategy (I was a military intelligence analyst working on battlefield marketing programs in a past life).

As my business has grown so too have my service offerings. I have started to deal in a lot more deliverables ie. Bob Ross style direct mailers, EDDM planning and fulfillment, Video production etc.

Along with my expanded service offerings came a couple of B2B sales reps. My reps focus primarily on selling deliverables, but I would like to get one of them more focused on selling services (the margins on time are astronomical, right?). I will admit that my sales skills are less than perfect and neither of my sales people are rockstars by any means. They are doing a great job selling businesses tangible products, but have been less than successful in transitioning them to more costly consulting services.

Would it be useful for me to create a "toolkit" that my reps could leave with new clients? Something along the lines of a "shock and awe" style package that would include a copy of my marketing book, some webinars or training videos on DVD, testimonials from consulting clients, etc. etc.

I had 2 ideas for this "toolkit". I plan to include some of the simpler tools we use when doing initial program audits etc. These tools would be of great benefit to the average small business owner. Many small businesses don't fall within the range of my ideal customer, but they would still benefit from the toolkit. Do you think my reps could sell these as a standalone product for $67 - $97? Obviously the other idea is to use them as freebies to new customers and have all of the materials lead them to our coaching and consulting programs.

This is a long winded post and somewhat disorganized, but I appreciate any opinions or advice. Thanks in advance.
#kit #marketing #prospects #tool #work
  • Profile picture of the author Jason Kanigan
    Well you are looking for a couple of kinds of business owners here, aren't you.

    1. Those owners who want to "Do It Yourself"

    and

    2. Those owners who understand the idea, and want to give enough info to someone else to implement it.

    There's no reason why you can't sell it; people are selling packages like this all the time.

    Just note that most business owners--the ones who want nothing to do with learning and implementing marketing (and other things) themselves--are NOT your target.
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  • Profile picture of the author VantagePro
    Jason, You're absolutely right about the 2 different kinds. My concept is that for the "do it yourself" folks, they can pick up the toolkit for a reasonable price an run with it.

    For the other type (the clients I want), I want them to see the tools that we've put together and lead them to the decision that we are the right agency for them to hire to manage and fulfill their marketing programs.
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