Promotional ideas for a service company?

How about some type of value added bonus that could help with account penetration. For example when they hire on for 'test development' as a bonus you can offer a free consultation on 'product development'.

One of the core difficulties in selling services is that the client very frequently doesn't realise how much they need you and how much the problem you solve is truly costing them.

So it's very difficult to sell a large project or engagement "cold". They need to be gently shown just how important it is that they hire you. And this can take time and work on your behalf.

A white paper or report is great for establishing your expertise and getting your foot in the door if the client really does understand how big their issue is. But if they don't, it's unlikely to get you into a big sale beause it doesn't automatically tell the client how big the problem is for him/her (although the best ones do have things in them that help the clients self-diagnose which helps).

A good tactic is to have an interim step. A small (easily buyable) analysis or healthcheck project where your run the rule over the client's business and identify where they're strong and where they're not so strong.

This allows you to further establish your expertise. But more importantly, it allows you to identify the specific areas where you can really help the client, and to quantify how much those are worth to the client. It's not just a matter of quanitifying the initial problems the client highlights. It's about identifying root causes and examining the knock-on impacts of the problems. With this, you will be able to build up the clients perception of his/her need so that they realise it's well worth paying your (hopefully huge) fees to address it.

Of course, the analysis must also deliver a lot of value to the client in and of itself.

So the sequence is whitepaper/reort to get you in the door -> analysis project to establish that there's a strong business case for action -> big project

As for discounting. I've seen it done well and badly for these sorts of projects.

I would say:

(a) Only ever discount an initial analysis that is clearly differentiated and of a different nature from the normal "delivery" work you do.
(b) Make sure the client fully understands that you are investing in the project in order to build a relationship with them. Then need to invest in the relationship too somehow - even if it's only manpower to support your work.
(c) Don't call it a discount. It's an investment (and therefore has an implied payback later)
(d) Avoid quoting your hourly rates if you are discounting - give a fixed price quote (should be possible for an initial analysis phase) to make it more difficult to compare the rates later.

If you don't have to discount, then don't. But if a discount on a small initial project can win you a huge whale downstream then go ahead.

Just make sure you've thought it through. My experience is that purchasing professionals are smarter nowadays and frequently backcheck and compare all the rates you have given them.

Ian