I like to help companies develop their unique positioning by asking what they want their clients to say about them. For example, your best client is at a party talking to their counterpart at another company. The counterpart says they can’t get anywhere on X project (with X project being what you do). Your client says, “say no more! I know who you need to call. Call (you) because…….”. What’s the because? What does your client really value? The beauty of this is if you really don’t know, you can call your best client, pose that scenario and have them TELL YOU! Instantly you have your differentiator. And the best part about asking this way is it helps your client think about getting you referrals. Double bonus. Now take that a step further. Now you know what they say. Happy with that? Happy telling people […] Continue reading
The game of fetch is no longer what clients want – they don’t have you throw out a product or service, catch it and bring back more business. Today, there is a lot more interaction.