Lets Get Personal

Jen Borucki | December 6, 2016

Putting a personal face on face-to-face marketing involves a lot more than using your guest’s name in print or spoken word. Adding a “Dear John” salutation to your email campaign may seem like personalization in action – but it’s really not.

Personalization involves creating a dialogue with your prospect – a two-way exchange of information where your guest share’s his or her challenges and your staff offers compelling solutions to address those specific needs.

That is why a slick canned presentation can actually be detrimental to your prospect. Rather than fostering dialogue, it may actually inhibit two-way discourse. Linear presentations do a great job of conveying copious amounts of information into manageable chunks. But nothing is more frustrating to a potential client than asking a question only to be told that will be addressed later in the presentation.

How can you get personal with your guests?

  • Opt for an interactive presentation over the traditional format. This isn’t always easy to accomplish. At MG, we’ve invested in developing interactive MediaGo™ solutions that seamlessly allows access to virtually any data or images you need on one convenient digital platform. The non-linear presentation affords your staff the opportunity to skip back and forth as needed to ensure every client question is addressed in a timely and informative fashion.
  • Ask great questions. No one likes to be “sold.” Conversations, not presentations, inspire meaningful two-way communication that helps to build solid business relationships. Look for areas of commonality in purpose, business style or even personal background. Especially in a competitive marketplace, building a strong rapport can help differentiate you from other potential partners.
  • Focus on partnership. Clients want to know that you care about their success well after the contract is signed. Is your firm committed to partnering with prospects to ensure great results for both companies? If you are, focus on how you accomplish this. How can you provide peace-of-mind for the business? And how can you help your contact shine?
  • Make it natural. Staffing selections should not be treated as an expectation but as a compliment. The people you trust to engage your prospects should have exceptionalproduct and industry knowledge, to be sure. But they should also be dynamic people-people, able to handle the unique challenges presented by face-to-face engagement. Select carefully and invest in developing talent to help them do their best.

Remember, the single greatest reason for guest dissatisfaction with your engagement is simply that your staff didn’t listen. Give your people the tools to succeed and watch your business grow!

Jen Borucki, HMCC, is a Marketing Communications Specialist for MG Design, a global full service experiential marketing partner with complete turnkey design, fabrication, marketing, service and labor offerings to successfully create experiences that enrich our clients, our team, our community and our world. In addition to answering your RFI/RFP questions, Jen also provides copywriting services through MG’s internal marketing services agency, magnify™. She also holds Healthcare Meeting Compliance Certification through MPI.