By Pamela J. Gordon
When it comes to selling your services, getting your foot in the door is only half the battle. Presenting your message so that it “lands” and “sticks” is the other half.
After all, your goal as a professional service provider is to move your prospect or client to a particular action. That won't happen unless your message is understood and, even more important, remembered.
The problem is, like most people, your clients are on information overload—bombarded by what scientists estimate to be more than 40,000 non-related concepts each day. So it's not surprising that the people you meet and do business with are likely to forget as much as 90% of the information you tell them within 48 hours of meeting with them.
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