A study on what buyers of professional services want turned up some interesting insights. When professional services firm buyers were asked to identify the most meaningful criteria for selecting a firm, five surfaced that accounted for about three quarters of the responses:
- Expertise/technical skill
- Quality of the team
- Firm experience
- Past industry/service experience
- Firm reputation
No real surprises here since these are all characteristics that are understandably important. What’s really interesting and actually more meaningful is what surfaced when buyers were asked what they are looking to avoid when selecting a firm. The answers provide a deeper understanding of the qualities that are valued most. According to the study, buyers above all want to avoid:
- Poor results and
- Failure to solve their problem(s)
This points to the need to focus on communicating what your firm has done to help clients solve problems and meet objectives. If this is not a focal point of your messaging and content marketing strategy to prospects, I suggest you reconsider your strategy. Well crafted success stories move more prospects to say “tell me more”. Learn the 8 questions every great case study answers
Learn how to improve your new business success by giving prospects what they want.
Learn more about the study.
