Unless what you do is genuinely and completely unique, nailing your real, high value, compelling differentiators onto the home page of your website is arguably your greatest marketing challenge. It’s not enough to just feel different, having some vague, hard to put your finger on internal notion of your secret sauce. If you can’t write it down, put it into …
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What level of control do you really have to attract and win new work, the right kind that makes strategic sense for your firm? Like most consultants it’s a waiting game, hoping for new work (and the right amount of it) to come to you. Having built up good networks over time, hopefully you don’t do much waiting, but ultimately …
Perhaps the best way to show you how to market a Management Consulting firm is by showing you how NOT to market a Management Consulting firm. All tongue in cheek of course, but the underlying message for management consulting firms is the inability to clearly articulate what they do and for who and therefore who the client is and what …
There are many traditional ways to dissect and segment the professional services market, but regardless of what you do or who you sell to, there are four fundamental segments that you wont find in a marketing textbook – not yet anyway. One of these in particular (the last one on my list) is completely counter-intuitive. If you want to gain …
If you couldn’t operate a successful business without any real meaningful market differentiation, most management consulting firms, accountants and lawyers would be out of business. Build a decent referral network and assuming there’s enough work going around, new business will somehow arrive at your door. Differentiation is a marketing 101 concept. Without points of difference between your firm and competitors …
