I speak regularly on a variety of topics related to the core principle that great marketing strategy focuses on why your best clients selelct your firm above other, often excellent, options. The resulting marketing strategy is more focused, less complex, highly effective, and understood by everyone in the firm.
My perspective is shaped by more than 15 years experience conducting hundreds of interviews for dozens of professional services firm clients. The insights I gained infuse every aspect of my work.
I've found elite professionals will embrace change, but the bar is set high. The ideas have to 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 "inner marketers" and send them forth bearing the story of why their firm is selected by their best clients. My style is one of casual interaction—that is, I enjoy taking questions on the fly when it will make the overall presentation exerience more relevant.
If you have a unique situation or goal you would like to discuss, please contact me.
Stand Above the Competition: See your value the way your clients see it
Marketing as a Core Asset: Not Just Better Marketing, A Better Business
Anatomy of Powerful Referrals: Let others make your business unstoppable
Think Like a Client: Increase your value (and your fees)
Building a Better Business with the Strategic Marketing 3.0 Framework
Never Accept the "Market Price": You have more power than you think
We're All Rainmakers Now: Marketing beyond traditional lead generation
Shorten sales cycles, grow revenue, and boost profitability
Your ability to grow your practice and prosper in an increasingly competitive market depends on speaking to what clients really want. Do this and you not only stand out from the crowd, but stand above competing firms.Return to Topics
The impact of your marketing strategy extends beyond Marketing
The central question of why a firm’s best clients select it over other options results in a strategic Swiss Army Knife bolstering your ability to build a better business in many ways.
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"A business has only two functions: Marketing and Innovation."
- Peter Drucker
A referral strategy even more powerful than you think
It’s not uncommon for firms have many happy clients, be respected in their market, and yet work hard to win new clients. Learn insights that put you in position to create leverage on a new scale with referral partners.Return to Topics
Make it easier for clients to see your value to their organization
Most professionals connect their value to the client deliverables itemized on an invoice (ostensibly this is what clients are paying for) without realizing they are short-changing the contributions they make to their clients’ businesses. Clients see you as indispensable when you align with their goals rather than your own.Return to Topics
Inisghts from your clients will strengthen your business
Your best clients tend to be your most profitable clients as well, so revenue, profits, and the quality of your client base are all intertwined.Return to Topics
Move from being a respected Expert to a sought-after Advisor
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 commoditization of your work. This only causes potential buyers to treat you more as a commodity.Return to Topics
Everyone in your organization has a role in business development
Encouraging others to take on greater business development responsibilities takes many professionals outside their comfort zone. For some, they dread asking for business as it doesn’t feel professional.Return to Topics