I work with professional services firms—engineers, consultants, attorneys, and other experts in their fields—to answer the question: "What are the real reasons clients select your firm?" The answer often surprises even successful and well-run firms.
The impact is huge. When your clients and colleagues struggle to answer on your behalf, they can't offer powerful referrals. Your firm is under-differentiated.
Being under-differentiated is risky. It means you don't control your own destiny. Your dreams are likely to remain dreams. Your firm's profitability, long-term health, and even survival are not assured. Beyond the long-term danger, it's no fun working at an under-differentiated firm.
Why clients select your firm over other, often excellent, options is much more than words or messaging. It's who you are, how you act, the people you hire, where you focus.
If you answer "yes" to any of the following, your firm is likely under-differentiated:
Frustrated in your efforts to gain traction with the types of clients you most want.
Struggling to get referrals that lead to new business even though you have many happy clients.
Fed up by competitors who say they are just as good.
Resigned to losing the passion that drew you to the business in the first place.
If you’re like most professionals, you earned an advanced degree(s) to practice your profession, not to do sales and marketing. You’d like to think great work at a fair price is all you have to do to get clients. In the past, that might have been enough. Not anymore. Times are changing, and there’s no shortage of conflicting advice leading to fear, uncertainty, and doubt about what to do.
Confidence frees you to focus on executing rather than hedging your bets about where you should be committing resources, especially your time. Confidence comes from knowing you have right priorities, not from some expert telling you what to do.
Your perspective changes dramatically when your marketing and business development rows in perfect sync to operate at the same high level as your firm’s professional work. Clients and prospects welcome conversations about doing business together. My yardstick is not how much you tell clients, but rather how much clients want to hear about your firm.
Most consultants try to scare you with tales of how you’re falling behind what everyone else is doing. I focus on action, not reaction. My clients learn to identify and focus on why customers select their firm over other, often excellent, options. My process is straightforward, yet powerful.
Clarity, Cohesion, and Credibility together form a robust, three-legged platform supporting your firm’s Growth.
Clarity distills why clients chose your firm over other options.
Cohension brings everything you do together and guides you toward the right activities—and only the right activities—for your specific situation and resources.
Credibility expands the impact of your existing resources and now-more-efficient efforts.
Firms that execute with Clarity, Cohesion, and Credibility outperform similar firms. Those that don't, get stuck. Three common reasons for getting struck are:
Firm leadership is too close to the situation to set aside their own biases, forcing action based on incomplete or inaccurate knowledge and insights.
The firm defines its positioning as either too-wide (we do everything) or too-generic (we do what everyone else does). “Good enough” positioning really isn’t. Extra work here pays off handsomely.
No process guiding them to a successful result.
My clients benefit from my perspective, depth, and experience. Together we can slay the dragons keeping your firm from achieving its potential—all while making it a better place to work.
Using the budget and resources you have, I put your firm's marketing on par with the expertise and service your clients expect from the rest of your firm. Read Bruce's story.
Up to three-quarters of all new businesses fail to survive five years. While some succumb to poor execution, many offer a good solution, and yet still fail. These companies die unnecessary deaths due to congestive marketing failure. Read about what you can do.
Assess what's working and what's not to see if your marketing is working at full power.
Drive more sales and profits with fewer bucks by focusing on what really matters.
Hit your target with a Strategic Marketing Plan that boosts not just marketing, but your entire firm.