Use your Portfolio Persuasively

I hope my last post convinced you to create a portfolio to showcase your work. There is a balance, however, between punctuating your sales call or interview with illustrations and overwhelming your prospect, losing the opportunity uncover his or her needs.

Here are a few tips on using your portfolio effectively.

• Focus on the Customer!  Use the portfolio after you have uncovered the prospects needs, selecting the few items to show that are most relevant.  If nothing is relevant – don’t mention that you have a portfolio with you.  If you have other, more relevant work samples that you did not bring along, offer to bring your portfolio to a second meeting and include more relevant content when you return.
• Keep it simple!  I have a box of sample writing, training courses, and other materials that I have created over the last 20 years or so. (I print out any web-based work since it is likely to change over time or may disappear).  What I find works best is to include a few (5 or 6)samples and no more than 2-3 pages of each.
• Target your customer! Select the examples that are most relevant to the prospect at hand.  Include work you’ve done for the same industry, business functional area, project or company size.
• Maintain Confidentiality!  Some of my examples have the company name, product, numbers or other identifying details blacked out. Illustrate your commitment to keeping confidentiality.
• Don’t leave it behind! I’m happy to show off my work, but never leave it behind. Let them call you back to discuss or view your portfolio in more detail and ensure that your ideas are not copied internally or given to other vendors who may undercut your prices.
• Let them know there’s more!  Be sure to mention that you are showing them just a small illustration of your work, that there is more that you are capable of doing.

Please add additional tips and success stories.  Or if you have been the  prospect on a call where a portfolio was presented, let us know how it worked either for or against the sale.

Create a Persuasive Portfolio

What?! You are in business for yourself or looking for a new position and you don’t have a portfolio of your work? You are missing out on a persuasive marketing tool!

For some professions, such as graphic design, website development or writer, a portfolio is expected and easy to put together. For others , it is more difficult to think of what to include. Here are some suggestions:

• Work samples
• Product samples
• Pictures – Before and After images
• Charts or graphs
• Recommendations
• Thank you notes
• Client or project success stories
• Articles you’ve written
• Articles where you’re mentioned
• Press Releases
• Video clips

Impress your prospect by slipping a little show and tell into your sales calls or interviews. The visual impact will be great and your prospect will be impressed when you illustrate your success stories.

As an added benefit, your portfolio is a great way for you to remind yourself of how good you are and what you have to offer. Look at it when you have a dip in energy to remind yourself of the benefits you bring to the table.

My next blog article will talk about how to use your portfolio for strategic advantage. Meanwhile, if you have other ideas of what to include, or stories of when your portfolio has won you the business, share them in comments.