When Selling Marketing Services, “Show Me the Money,” May Be the Message to Follow That Benefits Everyone
- RE Casper
- Nov 28, 2024
- 4 min read
Updated: Dec 5, 2024
Why Sales-Oriented Clients Make the Best Marketing Partners
In my experience as a marketing account services manager, the best clients were sales managers or individuals with a strong sales background.
Why?
Because every time we discussed a new proposal, their innate selling instincts kicked in, and they asked the critical questions: “How will this make me money? What’s the ROI on my marketing investment?”
This mindset pushed me to think critically about every project I pitched. I had to strip away the marketing buzzwords, focus on the proposal’s practical merits, and clearly demonstrate its bottom-line impact.
This process benefited both me and my clients. It ensured the proposals were not only well thought out but also aligned with the client’s business goals.
6 Strategies to Sell or Upsell Your Marketing Services
Selling or upselling marketing services requires more than creativity—it demands clear communication, strategic thinking, and the ability to demonstrate value. Clients may not instantly recognize the benefits of additional marketing initiatives, so it’s your responsibility to make the case compelling and easy to understand.
Here are six proven strategies to help you successfully pitch your marketing services:
1. Focus on Tangible Results
When presenting a proposal, move beyond features and explain the real-world outcomes your client will achieve. Will it increase leads, boost sales, or improve customer retention? Connecting the service to their specific business objectives makes its value clear.
Example: If you’re proposing a social media advertising campaign, explain how it will drive qualified traffic to their website or increase online sales. Use case studies or performance data from similar campaigns to build credibility.
2. Highlight Return on Marketing Investment (ROMI)
One of the most compelling ways to justify a marketing investment is by demonstrating how it will generate measurable returns. Present data-backed projections or industry benchmarks to illustrate its potential financial impact.
Example: “By adding email automation to your CRM, we estimate a 25% increase in customer retention, which could translate to an additional $50,000 in annual revenue.”
3. Emphasize Competitive Advantage
Position your proposal as a way for the client to gain or maintain a competitive edge. Show how the service will help them stand out in their industry and attract more customers than their competitors.
Example: “Our SEO enhancements will get your website on the first page of search results, ensuring potential customers find you before your competitors.”
4. Provide a Clear Timeline
Clients want to know how soon they’ll see results. Lay out a realistic yet efficient timeline that shows when the project will be implemented and when they can expect to see outcomes.
Example: “Within 60 days, we’ll complete the content strategy and launch the campaign. You’ll start seeing engagement metrics by the end of the third month.”
5. Address Implementation Concerns
Clients may hesitate to move forward if they’re worried about the time, effort, or disruption involved in adopting new marketing initiatives. Proactively address these objections by emphasizing ease of implementation.
Example: “Our team will handle everything—from onboarding to integration—requiring minimal time from your staff. We’ll also provide training to ensure your team is comfortable with the new tools.”
6. Highlight Your Expertise
Finally, remind the client why you’re the right partner for the job. Share relevant experience, past successes, and the unique value you bring to the table.
Example: “With over 20 years of experience managing regional and national sweepstakes campaigns, we ensure compliance in every jurisdiction. Our legal expertise provides peace of mind, so you can focus on engaging your customers.”
Conclusion
Effectively selling marketing projects isn’t just about pitching services—it’s about framing them in terms your clients care about. By focusing on tangible results, ROMI, competitive advantage, clear timelines, ease of implementation, and your expertise, you can craft a persuasive pitch that resonates with their priorities.
Remember, the key to a successful upsell is simple: show your client how your services will help them succeed. Or, as sales managers might say, “Just show me the money.”
Want More Marketing Ideas?
Visit our website, Marketing Convergence Solutions, for practical strategies to help you create a marketing plan that enhances customer loyalty, drives measurable sales results, and generates valuable leads.
Our marketing planning package includes a guidebook featuring an eight-step approach that demonstrates how collaboration between marketing and sales teams can lead to more effective marketing plans.
This comprehensive package is easy to understand and implement. It includes:
Online interactive training
Interactive planning worksheets
Presentation slides for planning sessions
Examples of measurable marketing objectives, strategies, and tactics
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