It’s hard for a creative agency to serve more than 10 – 20 clients at a time. It splits your brain in too many ways. For most creative agencies, growth is getting bigger clients, not more clients. Successful new business efforts might mean closing 5 – 10 new clients every year. That would be a…
Marketing is the lifeblood of sales in any business. It is founded on your positioning statement. Do you know how to create strong brand positioning in your market?
Developing a niche will allow your business to benefit from the advantages of specialization. Here’s how to do it.
If you’ve been reading along for any length of time, you’ve heard me talk about the value of specialization. When you specialize, it gives you more opportunity to learn and get better results for clients. Prospects love to hire specialists – so it makes it easier to get deals to close. When you know who…
A market segmentation process is fundamental to develop your sales potential as an agency and service business. The benefits are not only financial.
Product market fit for professional service firms. It’s the pivot point for your sales. What is it? How do you put it into action?
We’ve been talking all week about what we can do to get the love back, and today, I wanted to tell you a couple of stories about clients who have done just that! One needed a new focus, another a new role, and a third a new system. As you read these, notice which story…
I’ve been trying to make an argument this week that it’s easier to grow your firm by narrowing your focus than by taking on a broad range of work from the clients that come your way. I wanted to end the week by talking about an example, a client who actually did this! Meet Robin…
I got quite a response from my last email about being more choosy in your business development approach. Folks felt like choosing clients, and especially projects from existing clients came across as “snobby.” “There’s nothing wrong with being efficient in your sales process,” replied one agency principal, “some of us don’t want to become full-time…
Ambient risks have skyrocketed. Economic, social, and public health risks are massively higher than they were last year. This includes the risk of hiring a professional services firm. People hire these experts to reduce their risk of negative outcomes. For example: The money I spend hiring these experts reduces my risk of adverse outcomes and…