The Competitive Advantage
March 27, 2017
Our industry is full of sell-doers. You know, those independent consultants, owners of small firms and executives at large firms who spend part of their time serving as a sales rep for their business.
Do they want to be selling? Generally, no… but without a dedicated salesperson on their team, the responsibility falls to them.
And why don’t they want to be selling? Primarily, because they did not get into market research to sell, they got into it to do research. Selling is often a task they’re uncomfortable with, not trained for and just don’t like to do.Continue Reading
March 21, 2017
I was in Memphis this past weekend. My son-in-law, Wade (that’s him with the cheeky sign), is wrapping up medical school… and it was “Match Day.” During Match Day, graduating med students from all across the country “open their envelope” at exactly the same time to find out where they will be doing their residency.
Wade ‘matched’ in orthopedics at the Medical College of Georgia… he and my daughter are very excited. And it’s at this point that the story gets interesting.Continue Reading
March 14, 2017
Your clients don’t care about what you can do… they care about what you can do for them.
We’re working with a new client who has developed a unique market research methodology. It’s really very interesting and kind of heady stuff – with a lot of science behind it. And that’s exactly how it’s described on their website. Which is fine.
In fact, that’s how most firms describe their products and services on their websites in our industry: “here’s what we do”… “and it’s really neat”… “and we’re really great at it!”
Meanwhile, your website visitors – a.k.a. potential clients – are reading that copy and asking themselves, “So what?! Why should I care?”
And they’re absolutely right… why should they care? You haven’t given them a reason to.Continue Reading