Ask clients what they look for in a services provider and you’ll hear predictable things like trust, qualifications, experience, and references. If you let any client keep talking, though, the conversation will eventually turn to the importance of ideas and insights.
The fact is, many professional services offerings look exactly the same, at least to clients. But your ideas will set you apart, especially if they’re good ones.
None of us is really selling a specific service, even though that’s what clients eventually buy. We’re idea merchants, that is, we are selling the strength of our ideas. Like me, you’ve probably seen a seller with a long track record of success lose to a lesser known provider because the upstart had a better idea.
For professional services providers, ideas:
- Are the foundation of all client relationships
- Spark creativity and innovation
- Encourage substantive engagement with your clients
- Promote collaboration between you and the client
- Keep clients loyal
- Differentiate you from the competition
- Are the seeds of client value
- Demonstrate your commitment to the client
- Facilitate long-term professional development
- Provide the key to closing any sale
- Create opportunities for new conversations.
This list goes on and on. I’ve rarely met a professional service provider who didn’t have ideas that could help clients. As you look at your client relationships, do you have opportunities for bringing new ideas to them?
A client’s perception of your service may get you an initial meeting, but your ideas will always determine if you get the sale.
About Michael W. McLaughlin
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