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#282: Do Clients Insist on Your Brand?

Posted By Mark Haas CMC FIMC, Tuesday, April 13, 2010
Updated: Tuesday, April 13, 2010
My services (process improvement) are similar to those provided by dozens of other consultants. I don't even know how many competitors I have, but there must be a lot because I am not getting as many engagements as I should. How do I increase my win rate?

It's not clear how to respond to your statement of how much you "should" be winning. However, there is one thing you can do to make sure you win engagements from clients who pick from a basket of similar consultants or decide solely on price.

What if you could create in your prospective customer's minds an insistence for your brand, not merely brand awareness. We are all aware of a lot of brands such as sports teams, soft drinks, and automobiles. However, we are somewhat indifferent between them if we had to make a decision under duress and would find any one of the items in these categories acceptable for entertainment, thirst quenching or transportation.

You say you don't know who your competition is, but you do know that there is a reason why your clients selected you over your competitors. Ask each of your clients what it was that they saw in you that made you the most attractive choice.

Tip: Perhaps more important, ask them what would cause them to select someone in the future, and how your services, reputation, pricing, ethics, etc. align with those criteria. This is the kind of solid market research you need to solidify your brand so that prospects will insist on it.

© 2010 Institute of Management Consultants USA

Tags:  brand  brand management  client relations  competition  customer understanding  market research  marketing  reputation 

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