On their own, a new web site, email campaign, piles of content, or trade shows aren't going to boost your fortunes. Piecemeal marketing creates piecemeal impacts. You end up committing random acts of marketing. You waste money you don't want to spend and you waste time you can't afford to lose.
Simply doubling down with more marketing or more sales activity won’t seriously move your needle. Serious and sustained growth requires a well-constructed growth strategy aligning Marketing, Sales, and firm leadership. Not more marketing and client generation, better marketing and client generation.
This sounds like a gigantic, complicated undertaking, but it's not.
The best growth strategies—the ones with the best returns and the fastest results--succeed due to extreme clarity and purpose. You can't expect people to respond if you fail to communicate clearly. Get the strategy part right and the tactical activities all fall into place, so you’re finally able to focus on what matters and stop doing everything else.
You get to this level of clarity and focus by understanding why your Best Clients select your firm.
Don’t think you’re unique. Your clients have lots of choices. But they select you.
What your Best Clients are thinking will surprise you. Your “differentiators” are less important than you think. Price isn’t at the top of their list.
You're probably skeptical.
Look at your own marketing and ask yourself this question: How much of your marketing is really about YOU, and how much focuses on your clients?
Be honest. When you expound on your expertise, your experience, your firm, your services, or the processes you use, you're talking about YOU. Clients want to talk about their business, not yours.
Clients may consider you because of experience or credentials, but they hire you to improve their business.
When you understand why your clients select your firm, three things fall into place:
Improving your client's business is a great outcome. Accelerate their selection process as well and your clients will thank you with less haggling and more loyalty.
The real value I bring isn't merely helping companies grow by winning more business. It's helping companies win more of their Best Clients at rates and fees reflecting the true value they bring to the client's overall business. When you can increase revenue and profitability, your firm grows twice as fast.
Thinking in terms of your Best Clients and why they select your firm, brings greater clarity to your business generation. A Growth Roadmap avoids the pitfalls which come from confusing marketing strategy and marketing tactics. You're able to replace guesswork with clarity. No more resource-sapping random acts of marketing.
Let me know if you'd like help thinking through these issues so you can boost your