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For professional services with more than a handful of people, the most important qualification presented usually has to do with clients-a comprehensive list and what you did for them. The premise is obvious: If some other respected company thought enough of your organization to hire you, then we should be okay with it, too. Or, if youve completed a task successfully somewhere else, then its likely you can do it for us, too.

The role of qualifications in proposals depends on what the prospect is looking for in the document and where you are in the sales process. In an ideal selling situation, the proposal will be a straightforward document that simply summarizes and documents what has already been agreed on verbally. Because this is not always possible, qualifications may play an active role in many of your proposals and should be well-crafted and compelling; professional services firms dont have clear features and benefits as products do, so they always need to reinforce their expertise and experience. Regardless of the role of qualifications in the proposal itself, this information should be presented and reinforced in all of the firms collateral as appropriate: web sites, newsletters, postal mail correspondence, and so on.

Managing References. Referencing clients can be tricky business. However, most clients that are being served well are happy to serve as references. There are legal issues to consider, though, and you want to make sure that formal permission is obtained. There are three ways to acquire permission:

1. Using a separate, stand-alone request document (see Exhibit 7.3 for an example)

2. Requesting permission as part of a broader document that governs the terms of the relationship, such as a master services agreement

March 28,2002 John Smith

Chief Operating Officer Acme Manufacturing 72 Main Street Boston, MA 02210

RE: Reference Permission

Dear John:

Thank you very much for allowing Pixel Bridge Inc to include your organization on our website client list,along with your testimonial. I would like to take this opportunity to confirm your quotation and the ways in which they may be used in the future.

You have offered the following quotation to be used in Pixel Bridge marketing collateral:

Pixel Bridge Inc has been a reliable Web development partner and Im looking forward to a long and successful relationship with the organization.

We may use this quotation,fully attributed with your name,title,and company name and logo, in our current and future marketing activities, including but not limited to:

In a case study appearing on the Pixel Bridge website

Your assistance will be invaluable to our own marketing efforts and will also reflect highly on the professionalism of your organization. Allowing us to review your organizations use of the Internet should enhance Acme Manufacturings image as an innovative, cutting-edge company that embraces leading Web technology to achieve its customer and business goals.

If you are in agreement with your quotation as reiterated here,as well as its uses outlined, please sign the attached authorization and return the signed original to my attention at the address below. If you have any questions regarding this matter, do not hesitate to give me a call.

Thanks again for your help.

Sincerely,

Tim Bourgeois CEO

Exhibit 7.3 Example of a Request Document

3. Using less formal means, such as e-mail correspondence, to document the authorization

Pixel Bridge, a firm that provides marketing advisory services, includes the request in the following extract as a clause in its master services agreement, the document it executes with new clients after the proposal has been authorized:

PERMISSION FOR USE

Acme Manufacturing, by its duly authorized representative hereby irrevocably grants to Pixel Bridge Inc,its subsidiaries and affiliates, permission to use the Acme Manufacturing logo,name,and other promotional materials including testimonials as supplied by Acme Manufacturing, in whole or in part, in the Pixel Bridge Inc marketing programs and other programs described in the attached letter dated March 25,2002. Use shall include but not be limited to reproduction,transmission, broadcast, publication and distribution in all present and future human or machine readable forms and media, provided that Pixel Bridge Inc shall not have the right to alter, edit or modify the Acme Manufacturing logo, name or other materials including testimonials without the prior written consent of Acme Manufacturing, except to size them for inclusion in the programs. Acme Manufacturing releases Pixel Bridge Inc from any liability in connection with these matters.

Acme Manufacturing

Signed:

Printed Name:

Title:

Date:

While obtaining the necessary client reference authorization is a straightforward task, managing the soft side of client references is a delicate process, especially for newly founded firms that heavily depend on a handful of clients to repeatedly act as references. Therefore, unless the individual is a good personal friend, the firm should be judicious about going back to the well. The best way to thank clients or partners for their help is by sending a referral their way, and that should be given the proper amount of consideration as well. Whenever we have the opportunity to refer a client to one of our partners like a tax attorney or estate planner, we think long and hard about it, says a senior partner at a boutique money management