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La Fetra Consulting | Strategic Marketing | Guidance for Building Better Businesses

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Your firm has a business strategy. Do you have a Marketing Strategy?

Grow with Clarity, Logic, and (Un)Common Sense

Clients rave, but you struggle to achieve your desired growth and profit targets. It's getting harder to win they clients you want most.

You're not alone. The biggest stumbling block to growth at professional services firms is effectively communicating why clients should select your firm. If you don't do this, nothing else matters.

Your biggest opportunity comes from re-thinking What you communicate, not How you communicate. Words and tactics matter, but ideas matter more. When you think about marketing as web sites, email, branding, and social media, you focus on the tactical How rather than the strategic What.

Most marketing focuses on the wrong strategic What.


If you are willing to break with conventional wisdom, the payoff is clients who are less price-sensitive, more loyal, and generate plenty of qualified referrals.

How Marketing Impacts Revenue, Profits, and Quality of Clients

Break with Conventional Wisdom

Stop trying to be different

 

Break #1: Clients Don't Care How You're "Different"

When you talk about how you're different, you make the conversation about you. The problem is, clients care about their business, not yours. When you talk about you, you’re selling. You make your job harder.

When you discuss the client's needs and how you benefit the client's business, they see you as advising rather than selling. You're demonstrating why you're a better choice. It even feels better.

Break #2: Clients Don't Care about Your Products & Services

To focus on your impact—the benefits to the client’s business from working with you—you must stop thinking of your firm in terms of products and services.

To help you break free from the products and services mindset, I interview your best clients. Your impact runs deeper than you recognize, so you’ll be amazed at what they say about you. I guarantee you'll never think about your business the old way ever again.

 

 

Become the Easy Choice

Fuel for a Powerful New Mindset

While you discuss with the client the broad benefits to their business from working with you, your competitors will be jockeying to differentiate their mostly similar products and services by trumpeting "We're different!"

Clients will say you made their choice easy.


My impact on your business is:

  1. Clients will close faster and price will be less of an issue, so you feel like a professional rather than a sales person.

  2. Clients will be better able to describe your value to others, so they will generate more and better referrals.

  3. You will fill your book with better clients—the ones who appreciate you the most.

 

Clients tell me of many spill-over benefits extending the impact well beyond "marketing."




“Bruce gave me unique insights into how marketing issues truly affect the strategy and operation of our overall business”

Bill Woodrow, Principal, Woodrow Search


 

If your job is leading a services firm of elite professionals, and you aren't afraid to slay a few marketing myths, let's talk about your firm and its needs. Together we can increase Revenue, improve Profitability, and add more of your Best Clients.

 

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