“Trust” rules
Our approach has its roots in the knowledge that building trust is critical to building business with relationship based businesses like professional services. Hiring an adviser can be a very risky proposition, especially in today’s challenging environment. Whether it’s a business consultant, attorney, accountant or an advertising agency or marketing services firm, a wrong decision very well could cost someone their job.
Relevant connections build trust
The more effectively you “connect” with prospects, the higher the likelihood that you’ll get their attention. There are 3 key areas to focus on when it comes to connecting:
- What you’ve accomplished – remember that buyers need to solve problems, so solution based content that focuses on outcomes (client case studies and accompanying value propositions) is highly attractive
- What you know – these days, buyers seldom have time or energy to train someone new to their industry, so communicating a clear understanding of their business through issue based content (articles, white papers, etc.) can be very powerful
- Who you know – yes, knowing the right person(s) can still matter, especially with risk aversion being so prevalent among decision makers
Of course, the closer to home each connection hits your prospect, the more powerful it will be. For example, a client case study that showcases a business in their category will be stronger that one out of category. A white paper or article that speaks to a critical issue that they are trying to solve will be more attractive than an issue that’s not on their radar. And, of course, a trusted business adviser that you have in common should carry more weight than your friend’s second cousin who works in research when you’re interested in marketing.
Learn more about how we can help you use your connections to build trust and open doors
