Business Growth

Let’s talk about one of those elephant in the room things: not all clients are equal for a professional service firm. As human beings they might all be equal, but as clients they are not. Each client relationship has a commercial value….and a commercial cost.  Each therefore has varying profitability, and at the extremes it is […]

Referrals remain the most powerful marketing for professionals despite the plethora of advertising and marketing tactics we have available today.  The “transfer of trust” which is created by positive endorsement and personalised introduction or recommendation results in the highest likelihood of a prospective client choosing to do business with you. Referrals are gold and we […]

Most professionals at some point offer complimentary initial meetings or consultations with clients as a “free service”. It simply isn’t true, and that in itself prevents the right sort of clients coming your way. The fundamental reason why this just doesn’t cut it with consumers is because they don’t believe it. Nothing worthwhile is “free”. […]

The difference between a good (but not spectacular) professional and a truly magnificent performer is the ability to succinctly articulate what makes them special. This is often referred to as having a Unique Selling Proposition, or USP.  While the concept has its detractors there is no doubt in my mind that in professional services those […]