Although many options are available to you to get your message across to the decision makers, the best way to decide how you should approach them is to put yourself in their shoes. When was the last time somebody approached you in a mall or called you soliciting a product or service? Chances are you were fairly annoyed if the product or service being pitched wasn't relevant to you, but maybe it was and you purchased it on the spot.
Establishing relevance is nearly impossible without some kind of existing need for a service. When trying to convince someone to change providers you need a different approach than you would if you were selling something new that the client doesn't already want. In both cases you need to approach the decision maker differently.
The best approach to selling a new idea is the direct approach, like the person in the mall who walks up to you with a widget that you may have never seen before, nor thought to look for. That product needs to be in the customer's face to survive.
When it comes to making a client change from one provider to another a more passive approach is necessary, but not always the most effective. When you are selling something that is new but similar to what a client is currently receiving you need to employ a combination of the "in your face" tactics of the new product and the passive cold calling approach.
So try to think about those two examples when you approach a client with your pitch. On one hand you want to show them the relevancy of what you are selling, on the other, you can't be too aggressive or pushy since the client is already working with someone. The best approach is to take the middle of the road and combine the two so that you don't scare the clients away.
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