What buyers want

When professional services firm buyers were asked to identify the most meaningful criteria for selecting a firm, five floated to the surface. (1) Expertise/technical skill, (2) Quality of the team, (3) Firm experience, (4) Past industry/service experience, (5) Agency’s reputation. No real surprises here.

Better yet, what buyers want to AVOID

fired3What’s really interesting and actually more meaningful is what surfaced when buyers were asked what they are looking to avoid when selecting a firm.

  1. Poor results 
  2. Failure to solve their problem(s)

The answers provide a deeper understanding of what motivates buyers and what they value most. If your content strategy doesn’t include communicating the various ways in which your ad agency or marketing firm has helped clients solve problems and meet objectives, you probably should rethink your strategy.

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