Harry Beckwith, author of Selling the Invisible which has a special focus on marketing for service firms, talks about how companies selling expert services (consulting firms, professional services firms) believe their clients are buying expertise.
http://www.beckwithpartners.com/sellingtheinvisible.aspx
No matter how many case studies and white papers you provide, can they really assess your level of expertise? No.
When one of your prospects chooses your service firm, Harry says, “They are not buying the firm’s credentials, reputation or industry stature. Instead, like the high schoolers we continue to be throughout our lives, (your) prospects buy the firm’s personality.”
Since our company provides biz dev support to service firms all over the country, our biggest challenge is when we work with a client whose executives have amazing credentials but are not extroverted enough...not relationship builders. Since there is no substitute for that ability to engage people, in that case we recommend that they hire someone who can bring that personality element to the team. That is the only way that type of firm can grow.
As Harry Beckwith sums it up, yes, you need to be professional but to grow your firm, it’s more important to be personable.
Subscribe to:
Post Comments (Atom)
0 comments:
Post a Comment