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Almost every business professional knows about clients asking for something that they can’t realistically have. Maybe that’s the “Rolls Royce” version of their service, but at “Nissan Micra” prices. Or it’s having an environmental report completed next week, when it will require a year’s worth of site-specific wildlife data.
All are terms from the fast-growing field of online marketing. Professional services marketing has grabbed the online marketing trend with both hands and both feet. But what passes for wisdom in online marketing sometimes doesn’t work in professional services. Or it works, but only if the ideas are adapted to professional services (see my definition of “Facebook pixel” below).
Does your firm need to reach the top levels within your target clients, if it’s to sell its services successfully?
It could be that your firm does large, long-term projects with budgets that can only be signed off at the highest level. Or, it’s all about helping to create strategic change, and that’s a top-level decision.
As I’ve found out in building my own business, reaching an organization’s top tier can be frustrating.
It can be discouraging.
You’ve finally persuaded one of your firm’s experts to write an article for publication. You sent it off to the publication, and never even heard back from the editor. Even a couple of follow-up calls to the editor didn’t help.
So what went wrong?
