How Well is Your firm’s Internal and External Brand Aligned?
It’s key to retaining and attracting clients
You know how challenging it is to keep clients these days. Between companies demanding more of you and decision makers coming and going at an accelerated pace, it’s no surprise that the average client life span continues to shrink.
So, what can you do to not only protect your existing client relationships, but also grow your firm by attracting new clients? It starts with candid dialogue with clients. While you and your team are probably attempting this, at least in a casual way, your efforts may not elicit the kind of response that you really want and need. That’s because clients can be less than candid with you, either because they expect you to get defensive and don’t want to deal with the confrontation or they just like you too much to tell you how they really feel. Whatever the case, it ultimately does not get you (or them) what’s needed.
Research shows that a more formal approach, conducted on a regular basis by a competent third party provides the greatest ultimate benefits – increased growth and profitability. According to a study by Hinge Marketing, a brand marketing consultancy that specializes in helping professional services firms…
- Firms that conduct structured research on themselves, even occasionally, are more profitable and grew faster than those that did not and
- Firms that did frequent research were even more profitable and grew even faster
- Strengthen your existing client relationships by providing a comfortable venue for clients to provide candid feedback about their experience with your firm
- Avoid surprises (bad ones) by unearthing potential problems that they may not share with you
- Increase your potential with clients by unearthing opportunities that you may not be aware of
- Gain first hand market insights that help guide key firm marketing decisions and enhance your ability to attract new prospects
Planning:
We collaborate with you to develop an interview framework that best fits your situation and is designed to meet your specific objectives.
Execution:
After you gain their permission, a senior level business marketer interviews your client(s) via telephone. We have been interviewing clients for almost a decade. We are good at it, and as a third party we get candid, meaningful and actionable insights. Both you and your clients are in very capable hands.
Deliverables:
- Individual client interview reports (transcriptions and audio files)
- Group summary report and recommendations
- Group scorecard
- Benchmark setting
Results:
“The results have been invaluable in helping me make my business model even more effective and helpful to clients.” Eric Seidel, President – The Media Trainers
“We found great value both in understanding what our clients value most from us and what they would like improved to enhance our value to them. The exercise was well worth the investment and one that I would highly recommend.” Martha Pfeifer, President – Effusion Creative Solutions
