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Tag: Thought Leadership
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The Challenger Sale: Who Really Clinches the Deal?
Posted on October 1, 2012 at 3:18 pm
We don’t often write book reviews but The Challenger Sale, by Matthew Dixon and Brent Adamson, deserves your immediate attention. Based solidly in research like Jim Collin’s Good to Great, The Challenger Sale overturns everything you think you know about effective salesmanship. Relationship selling? In the dustbin. The authors’ surprising conclusion is that a relationship [...]
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Reaching Inquiring Minds
Posted on July 25, 2012 at 2:30 pm
I think all professional services marketers will find the following two short articles interesting and thought provoking. To me, they were eye-catching and eye-opening. If you consider venture capital to be a professional service (I do), there are definitely lessons here to ponder. Foremost is the fact that brand leadership, as defined in the first article, is inextricably linked with [...]
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Forget social media! Let’s talk about thought leadership distribution & engagement
Posted on July 6, 2012 at 5:43 pm
As CEOs everywhere roll their eyes at the sheer mention of social media, hear me out. Forget everything you know about, and even the phrase, social media. You need a method of engaging your clients and communities through your thought leadership. Everyone wants to be heard and if you are an expert in your field [...]
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Why not go to market with “excellent work at low rates”?
Posted on June 21, 2012 at 3:21 pm
Recently, I made a presentation to lawyers on branding where I was challenged with this tired, old argument: “Clients only want excellent work at low rates. None of this [brand stuff] matters.” Should I just shoot myself or say, once again, clients want their problem to go away…by excellent work, shoddy work or no work (e.g., [...]
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Managing Client Expectations
Posted on June 15, 2012 at 2:39 pm
I’m going to talk a little bit about something we in the industry have to deal with every day, managing a client’s expectations. Most of the time they fall into three major categories: how it is done?; how long will it take?; and, of course, what do I get for my money? Most clients for [...]
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Professional Bios that Tell Your Story and Make Business Conversations Easier
Posted on June 5, 2012 at 2:29 pm
Often lost in all the high-minded and important talk about branding — brand strategy, brand positioning, brand identity, brand expression, etc. — is one of branding’s simplest purposes: making business conversations easier. That’s where something as rudimentary as a good biography can work its charms (assuming it has some). This point was made in stark [...]