Area of Marketing Score Score
Positioning
Target/Problem. I know who my clients are, where they are and what problems, issues and challenges they are facing. (Audio Logo)
Ultimate Outcome. I have a clearly articulated outcome statement for my business that tells what my clients get when they use my services.
Value. I have outlined a number of specific client-centered benefits that my clients receive when they use my services and that answer the question, “What’s in it for me?”
Uniqueness. I have a Unique Competitive Advantage that explains why I am different from my competition and what that means to my clients.
Proof. I have a number of client success stories, both written and verbal, that I can employ to prove that I am able to deliver the outcomes and value that I promise.
Sub Total – A low score in this area indicates that you are not communicating clearly about your value. People are likely not showing interest in your services when you talk about what you do. If you ask your friends what you do, most of them won’t be able to communicate it clearly.
Packaging
Web Site. I have a professionally designed, content-rich web site that provides detailed information on my services and includes plenty of valuable free information such as articles and reports.
Clients Issues. I have information on my web site that clearly outlines the problems, issues and challenges my clients are dealing with. I show that I understand who my clients are and what they want to accomplish.
Services – What You get. My services, what I do and how I do it, are clearly presented in my web site. It’s no mystery what my clients get, how I work or what my approach is to solving clients problems.
Pricing and Proposals . I have a well-defined pricing strategy and proposal outline that explains what my clients get from me, not just what I do.
Business Presentation. Everything about my business, including my personal presentation, marketing materials, etc. are presented in a way that truly represents who I am.
Sub Total – With a low score in this area you may have received initial attention, but now interest is dropping off. People are not really clear about what you can do for them and why your services are a solution to their problems. There are more questions than answers.
Promotion
Relationship. Through all my promotional vehicles people get a sense of who I am and what my services are really about.
Referrals Systems. I have several ways to actively generate referral from existing clients. Referrals are one of my strongest sources of new clients.
Visibility Systems. I stay visible to my target market and expand my credibility through networking and a web site.
Expertise. I communicate my expertise to my target market through speaking to groups and writing/publishing articles.
Keep-In-Touch Systems. I send information to clients and prospects on a regular basis through a newsletter, eZine or other mailings.
Sub Total – With a low score in this area you simply don’t have enough visibility and credibility to make much of an impact. Essentially you are an unknown quantity and you haven’t built enough trust for people to respond to you.
Persuasion
Focus. Whenever I speak to someone about my services and their needs, I am totally focused on what I can do for them – how I can help.
Needs. I am skilled at building rapport by learning the past and present situation of my prospects through a series of well-thought-out questions.
Objectives. I am skilled at motivating my clients to use my services by discovering what future objectives are the most important to them.
Presentation. I have a well-structured and well-organized presentation designed to inform my prospects about exactly how I can solve their problems and meet their objectives.
Recommendation. I am successful in asking for the business. I know what to say and do to win a prospect’s commitment to my services.
Sub Total – With a low score in this area you are having real problems converting prospects into clients (if you can get them into appointments in the first place). Too many prospects put off buying your services and follow-up doesn’t help much.
Performance
Communication. I understand that the key to successful client engagements is clear communication. I work constantly at improving this skill.
Promises. I make clear, unambiguous promises for what I will deliver and what results clients can expect when I undertake an assignment or project. I keep my word.
Requests. I make crystal-clear requests of my clients so they know what I expect of them in a client engagement. They understand that we are partners.
Extra Mile. I don’t just offer good service. I do everything in my power to deliver service that consistently exceeds clients’ expectations.
Personal Performance. I stay motivated and true to my personal vision of my business. I get the things done not only for my clients but for myself to make my business successful.
Sub Total – With a low score in this area you are not getting much repeat or referral business, even if you’ve done well in the top five areas. You need to realize that performance is just as much about marketing as all the other areas above.
Grand Total (out of a total possible 125) – With a low overall score (under 60) you are having a real struggle finding clients. People don’t understand what you are offering, aren’t responding to your messages, are not willing to meet with you, are reluctant to work with you and avoid sending referrals your way. In short, your marketing is in real trouble.