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.
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.
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.
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.
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!"
My impact on your business is:
Clients tell me of many spill-over benefits extending the impact well beyond "marketing."
Bill Woodrow, Principal, Woodrow Search