Is your market position inside out or outside in?
By Jim Thompson
I don’t expect you to care about my firms’ mission, vision, how good I think we are or how many awards we might have won, so much so I would never enter any awards.
I don’t care you don’t care because I don’t care about yours either, all I’m really interested in is; are you the best positioned to solve my specific problem?
Leading question, but do you even know what that problem is?
If I think you are best positioned to solve my problem without you having to “sell” me, then you are in the best position to win me as a client.
Pretty simple really but the opposite of how most professionals’ services firms market themselves.
Most market from the inside out, from the firm’s perspective and what it thinks is important internally and not the outcome the client actually wants.
If you don’t want to listen to or believe me then you aren’t listening to a potential client.
If solving this problem was easy or could be done effectively from the inside, I’d need to find another job 😊
And PS – if you’re a lawyer or an accountant I already know what you do so you don’t really have to tell me and if you’re a consultant you need to be really clear about what it is you actually do.
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Why promoting awards you have won actually puts me off as a buyer
By Jim Thompson
I don’t know about you but that’s how I feel particularly if they are peer/industry judged. I’m honestly happy for you that you entered and won but it makes no difference to me as a buyer, in fact, it turns me off. Why? I think the image above says it all but there are a…