So, why do we think that Client First Thinking™ can help you do less marketing and win more business? It’s really a couple of things.
Do More of Want Clients Want…
Firstly, Client First Thinking™ is doing the things that all of the research says clients want you to do. They are looking for professional advisors that understand their business, understand their industry, and proactively bring insights and ideas about how to help them be more successful.
…and Less of What They Don’t!
And then in terms of doing less marketing, we think you can be more successful because you are focused on the things that actually matter to clients, and secondly you can stop doing many of the things that, frankly, aren’t doing what clients want you to do.
I think a significant amount of marketing activity and material from professional services firms fails to do one or more of the three things that we set out in Client First Thinking™.
- It’s not focused — It doesn’t articulate the client’s over-arching business problem.
- It’s not bringing fresh insights and perspectives — It’s often just bringing news or it’s talking about the Firm and its expertise and not the client’s problem.
- And finally, it’s not proactive — I think too many firms are just pushing stuff out and thinking, “OK, we’ve done it — we’ve put the white paper out there,” “we’ve held the webcast,” and “that’s our marketing and business development, done!” But you’ve actually got to go and engage with clients and prospects around those insights and those ideas.
So that’s why we think Client First Thinking™ can win more business and involve you doing less marketing.
Next Step Action Plan
As an action step, we’d suggest that you take a look at some of the activities that you’ve performed in recent months and apply the three tests to it:
- Did you focus on and articulate the client’s business problem?
- Did you share some insight and perspective?
- Were you proactive in your activities?
So hope you found that insightful. If you did, as always, please feel free to share it with other colleagues. Make sure you’re signed up to receive future videos. We’d welcome your comments and observations below or via email.
Thank you for watching and we will see you on the next video.