“There is absolutely no differentiation in the market at all – you all look the same”*
(*Christopher Digby-Bell, quoted in Legal Week, June 1 2015)
Post-2008, competition in most branches of the professions has never been hotter. There is no shortage of other providers vying for your clients’ business: it can be difficult to choose from the service offerings and claims made. You have got to be stand-out to win. Unfortunately not enough are it seems. So time for three things to consider that can help you to be singular and make the most positive impact.
Point of Difference…what’s yours?
“I’m a tax adviser….corporate lawyer…..architect….engineer etc.” A lot of professionals we meet are PoD-free zones. They find it almost impossible to articulate what their Point of Difference is…what makes them beneficially and attractively different to those who share their basic nomenclature. So they all tend to look and sound the same to clients.
Why? For some it’s about “not blowing your own trumpet” as they perceive it; for others it’s the “better mouse trap” syndrome (surely the world will naturally beat a path to the door of my expertise?) or an inability to recognise what they do that is of real value to others.
Almost everyone we have ever met has a PoD in them somewhere. They just need help in thinking/talking it through, and expressing it punchily in ways that are most relevant to those they seek to attract.
You gotta tell AND show
“You have got to be more business savvy. When you say you know and understand my business what I want to hear is not only do you understand it but you have real experience of it” (ibid.)
Claims are everywhere – but what clients most often want is EVIDENCE of experience. Despite their professed focus on the E word (lawyers especially), many professionals are singularly averse when it comes to providing it to clients (“what if I get it wrong/breach confidentiality” etc. etc.). All it takes is a relevant story told confidently and convincingly (What did they need? What did you do? What was achieved? How did you make a difference?).
It’s simple. Just ditch the excuses and do it. You will stand out.
The one where the talk was actually walked…
This is a true story about making a difference and the positive impact gained from not being the same.
Two firms were involved in a pitch to a potential client. Their Points of Parity (service attributes shared with each other) were equal in number and type. Both promised outstanding client service and speed of response. Both produced attractive documents and convincing presentations with real examples of their experience. During the presentation dialogues, some interesting and unresolved issues were raised by the prospect with both firms.
So who won the day? Back at their offices, the partners of one firm breathed a collective sigh of relief for their considerable efforts, reviewed their performance and waited for a decision – which they lost. The other, equally-taxed firm went away and, within two hours, had emailed their advice on the unresolved issues to the client – and they won.
By being the values they claimed to espouse, they were different…and victorious.