I recently posted a response to one of the many networking message boards I belong to concerning my lack of a written marketing plan. I have a loose plan in my head but I haven't put one on paper in about a year. This is a project that has been on my "to do" list for some time but I have a tendency to put my client's needs above my own.

A fellow networker sent me a sales pitch by private message. I couldn't believe what I was reading. Here is a direct quote "I do not know what you are selling or providing . . ." Now why would I do business with this person?

The short answer - I wouldn't do business with this person. It may be beneficial for me to outsource my marketing plan but this person didn't even take the time to read my profile and get an idea of what I do. That means to me that I'm not important enough to spend a few extra minutes to put together a specific sales pitch. Then I go one step further and think, I may not be important enough to this person to receive good customer service (let alone great customer service).

Your initial approach to a potential client must be well thought out. Put yourself in this person's shoes. What would you like to know? I like to know how your products or services will benefit me (i.e. save me time, money, get my name in front of people, reduce my stress level).

I also want to know you care enough to find out what I do and what my company stands for (i.e. read my profile, visit my web site). If you have articles or a blog that I may find interesting, tell me why and give me some links.

More importantly tell me what results I can expect and how to start the process. Are you going to increase my sales, optimize my web site or save me money? What do I have to do to start the process?

Don't lose potential customers by sending a fill-in-the-blank message. Your sales pitch should be customized to each person you send it to. Make that person feel special, go the extra mile to find out about the company, and start to build a relationship.