I speak regularly on a variety of topics related to the core principle that great marketing & business development strategy revolves around why your best clients selelct your firm above other, often excellent, options. The resulting strategy is more focused and understood by everyone in the firm. The resulting tactics are less complex, and yet, more effective.
My perspective is shaped by more than 15 years experience conducting hundreds of interviews for dozens of professional services firm clients. The impact I bring to client organizations is the result of the insights I have gained.
Elite professionals will embrace change–you can teach old dogs new tricks–but the bar is set high. The ideas must make sense, and can't mess with what makes them successful. The concept of focusing on why a firm's best clients select it over other excellent options creates the perfect foundation for real, long-term, meaningful change that even the most time-tested professional can get behind.
Most of the topics below lend themselves to thought-provoking presentations or interactive discussions. The broader goal is always the same: unlock a firm's "secret sauce" and send professionals forth bearing the story of why their best clients select their firm. My style is one of casual interaction—that is, I enjoy taking questions on the fly as it creates a more relevant experience.
If you have a unique situation or goal you would like to discuss, please contact me.
Over-dependence on a small handful of rainmakers is financially perilous. It’s also just plain bad business. Professionals who engage in business development are more valuable to their firms – and to their clients.
Unfortunately, business development takes many professionals outside their comfort zone. For some, asking for business doesn’t feel professional. They cling to the myth that the best way to develop new business is excellent work.
Lawyers and other high-impact professionals consistently list referrals as the most important source of new clients. And yet, most firms lack a practical and proven strategy for developing powerful referrals, expecting “great work at a reasonable price” to generate the new clients they need to thrive. It’s not uncommon for a firm to have many happy clients, be respected in their market, and yet work as hard as ever at winning new clients. Create leverage on a new scale:
Extend the reach of your firm at minimal cost
See higher quality prospects that close faster by using referral partners to pre-screen referrals
Boost your conversion rate and credibility with prospects
Challenge your firm to charge more for its services
Professionals from high-priced attorneys to engineering consultants are battling to get a fair price for their work. When the market sets your price, buyers no longer see unique value in your offering. The most dangerous thing you can do is resign yourself to the “the market price.” This only causes potential buyers to treat you as a commodity.
Recognize what makes you look commodity-like to buyers
Focus on why your best clients select you
View the market the way your clients do
Present yourself so pricing is a secondary criterion