Just finished presenting for Steelcase to a group of really smart, entrepreneurial architecture and design firm principals and executives in Philadelphia.
When I asked them the overall purpose of marketing their firms, someone volunteered the notion that they want to become the "go-to guys" and "go-to gals" for their prospects and clients and the community of folks whom they serve.
As a marketing speaker and marketing coach to professional services firms, I pointed out exactly how important that was - especially in light of the fact that a survey of over 700 clients showed that between 52-72% of them would be willing to change professional services providers across a wide variety of industries. (Architecture and design was in the middle of the pack at around 60%)
For YOU, I'd like to raise the bar even further. Once you've successfully established yourself and your organization as the go-to resource... the key question becomes:
What do people GET when they GO TO you?
Do they get help, information, tips, actionable advice and a genuine thank-you for getting in touch?
OR... Do they get a sales pitch, a come-on, an invoice, a brush-off or worst of all - silence?
There's nothing worse than doing all the hard work to establish yourself, your team and your organization as the "go-to" resource only to blow it when prospects and clients ACT on your invitation to help them.
- For free...
- Because you care...
- And because you put their needs ahead of yours.
When it comes to becoming the "go-to" resource, be careful what you wish for... Do it right and they WILL go to you.
Question is, what will they GET?
And will they come back for more or leave disappointed?
What do you think? Share your "go-to" guy stories, tips, and strategies in the COMMENTS section below...
What follows is not directly related to marketing, copywriting, professional speaking and the other topics I typically cover here — and it is easy to dismiss advice like this as simplistic or trivial.