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Outflank Competitors By Giving Prospects What They Crave

Doug Conant is the rare CEO who understands the connection between how people feel and the bottom line. A while back, Harvard Business Review told his story. When Conant took over as Campbell’s CEO in 2001, for every two employees who felt engaged, one felt disengaged. That’s every bit as bad as it sounds; Campbell’s employee engagement scores

The High Cost of Not Prioritizing Emotional Connection

This article was written for and first appeared in Marketer, the magazine of the Society for Marketing Professional Services While a structural engineer can precisely calculate the maximum load a structure can safely carry, marketing and business development is far less exact. Business relationships are complicated by human emotions on both sides of the relationship. Emotion plays a large, but

Are Your Professional Services Sale Priced?

Sales gurus advise not talking about price until your prospect makes an emotional decision to buy from you. If that’s wise counsel (and it is), why do so many firms talk about pricing in the first few minutes of conversation? RJ, the Managing Partner of a boutique law firm, told me the three reasons clients

Random Acts Of Marketing: A Money Pit for Your Business

Bruce Stachenfeld, writing at AboveTheLaw, views marketing the way Non Sequitur views boat ownership. Something you rain cash on without expecting much in return. Asserting that “marketing is a game of pure statistics,” Mr. Stachenfeld advises: “The best chances of success will come from making as many marketing attempts as possible.” Random Acts of Marketing I don’t see throwing

Why Marketing Matters—If You Want to Grow Your Firm

There is no area you can focus on that will grow your firm’s sales faster, easier, and with greater impact than marketing–including sales. If my statement seems hyperbolic, I’m writing specifically for you. Conventional marketing falls well short of its potential because it’s commonly assumed that marketing’s primary role is delivering a message to capture

What Marketers Get Wrong In the Battle for Growth

You’ve heard the positioning formulation countless times. You must communicate What you do, Who you serve, and How you are “different.” Logical, perfectly straightforward, and counter-productive if you want to drive highly-profitable growth. Like with so many best practices, this one reflects what most people do rather than what is most effective. Playing to the

Expertise Isn’t Enough: Why You Actually Get Hired

Expertise is the price for being considered. Once a client seriously considers hiring you or your firm, their expectation is that you can perform the required work. If not, they wouldn’t be talking to you. What’s common or expected is not a differentiator. Expertise Establishes Credibility, But that’s a Low Bar It’s easy for potential
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