Practical Sales Training™ > How to connect with your buyer > Logo Coupling

What is it?

The Logo Coupling Effect is all about placing your logo alongside that of your potential client when it comes to making proposals / presentations.

Why does it work?

It works because it allows your potential buyer to imagine working with you and achieve their objective, building anticipation and excitement.

How can you use it?

Depending on your offering, the next time you make a presentation or send a proposal to a potential new client, consider adding their logo to the documentation/slides you produce.

Hypothetical Example:

A marketing agency is pitching to a well-known coffee brand. Instead of presenting a generic proposal with only their own logo, they create a custom-branded deck that features:

Their agency logo side by side with the coffee brand’s logo on the title slide.
Mockups of the coffee brand’s ads with the agency’s “powered by [agency name]” tagline subtly included.

When the coffee brand’s team sees the logos together, it creates a visual sense of partnership and possibility — as if the collaboration is already real. This small detail makes the proposal feel more tailored and significantly improves the agency’s chances of winning the deal.

Would you like me to create a few creative mockup examples (visuals) where two logos are paired to illustrate this effect?

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