Your Message: Are You Getting It Right?

We were recently asked by a multi-state services firm based in the Pacific Northwest for some help. An internal study found their average bill rates were 17% below their five nearest competitors, yet they had been losing market share for three straight years. They believed the service offering was at least on-par with the competition and there was little to no difference in their quality level. Something was going on… but what?

After a thorough assessment of the market and internal/external interviews, the cause became apparent. They were right about their services and quality, but their market approach was leaving both money and reputation on the table. Weakness in both their messaging and selling techniques were resulting in a lower perception of value and lower close rates.

Their messaging focused on their experience, breadth and depth of the firm, and quality of their people. It failed to mention the problems their clients are experiencing and how devastating they can be if permitted to continue. No unique solutions were put forth that would display their thought leadership. Nothing was conveyed about their ability to put their clients’ minds at ease at a difficult time. 

They began each sales meeting with a presentation about “The Company”. They talked about how they’d been in business for 28 years, had over 250 employees, and were operating in six states. They touted the obligatory slide of their clients’ logos, and jumped into a detailed series of graphs, charts and schematics that represented their solution approach. They wrapped up by presenting their pricing and “asking for the business”.

Oddly enough, this sales approach is quite common among services organizations. If you’re one of those, take a hard look at the way you engage with prospects. Messaging should always focus on the audience and their problem. It should say something they can personally relate to, something about their own pain. Only then should your solution approach be applied. If they can infer that their pain could be managed or eliminated by you, you’ve done your job. When meeting with or presenting to a prospect, it should be ALL about them. Talking about yourself should only be in response to or as a solution to their issues, or an offer or proof of your ability to help THEM.

Motum has worked with hundreds of professional services firms to achieve sustainable growth. If you would like to talk about how we can help you, please email us at [email protected] or click HERE to go to our website.