John Melchinger The Marketing Coach

Marketing Technique

John Melchinger--The Marketing Coach™

The nature of relationships correlates precisely to the development of trust between consumer and provider. The psychology of relationships - as opposed to the psychology of selling - has more to do with the success of marketing and selling than any other factor in marketing a private professional practice. This is where you'll get the good stuff. Values based marketing spoken here.

Relationship Building Rater
a checklist for improving results

Use this review form to rate your performance meeting clients, prospects and centers. Uncover areas that need improvement and coaching. Rate each performance on the ten items, using the 1-10 scale below. Higher scores indicate superior performance.

Very Low Low Average High Very High

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	How effectively did I plan the initial interview? To what extent did I consciously and conscientiously review available information about the prospect and devise a strategy for conducting the interview?
	How well did I prepare my prospect for the interview? To what extent did I explain the benefit of thinking about a particular topic or gathering up documents for the interview? Did I ask my prospect to prepare?
	How well did I open the interview? Break the ice; explain the purpose of the call; establish my credibility and the company(ies) I represent? Did I put my prospect at ease with my ability to solve problems in his or her particular situation?
	To what extent did I lead by using questions, rather than statements? The one who has the power to lead is the one who asks the questions. Were my questions prepared and rehearsed, or did I "wing it?"
	How well did I demonstrate that I was really listening to my prospect, and hearing what s/he was saying? Did I show understanding; take notes; reiterate important points s/he made; respond well to comments and questions? Was I demonstrably responsive?
	How well did I prepare my presentation for this interview? Did I rehearse and/or roleplay what I thought might be important aspects of this presentation? Did I create a strategy for leading my prospect to a logical, beneficial conclusion to take action; applying my knowledge of the steps in the buying-in process? Or did I rely on my wit and wisdom in the selling, convincing and motivating process?
	How effectively did I use visuals in my presentation? Did I "show" my prospect my concepts and proposal, or did I merely "tell" my prospect what I wanted to convey? Although I know a picture is worth a thousand words, did I apply that knowledge in this case? Do I mistake rows and columns of numbers as graphics that help convince?
	How well did I think through my prospect’s questions before answering? Did I ask clarifying questions to isolate real issues and objections from possible stalls, alibis, lies and excuses not to act? Or did I just respond to every question as if it were an objection?
	How persistent was I trying to consummate the sale? Did I keep asking decision-making questions that were compelling, or did I back off too easily and give up my leadership role in the process? Did I fail to give my prospect enough opportunity to buy into the solution to the problem?
	To what extent did I follow up on this meeting? Did I call or write to this prospect and agree on the next steps to be taken? Did I impress this prospect with my business-like orderliness and attention to detail, or did I leave things uncertain to any degree?
	Total Score: Review this rater for each client situation, looking for both improvement in my overall score and a good blend of skills in each critical step of the interviewing and presenting process. I should lead with my best skills and build up those that need improvement. This is how solid professional-client relationships are built.

Note: Work to increase your average score (Total Score divided by 10) as well as each part of the counseling process. When working with others, ask for input and listen to how that person also rates you in each category. Avoid overreacting or being offended.