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被视为专家获胜’t赢得您的客户。这里’s Why.

被视为专家获胜’t赢得您的客户。这里’s Why.

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权威营销

被视为专家获胜’t赢得您的客户。这里’s Why.

There's been a big trend in the last few years that says that the way to win clients as a professional service provider is to become seen as a leading 专家 in your field.

As a result, more and more professional services marketing has become focused on creating mounds of 内容 which showcases and proves the 专家ise of the service provider.

这说得通, 理论上. When clients want help for complex, tricky problems, they call the best 专家 they can find.

还是他们?

让我们对此想法进行一些现实检查。

Think about the last few times you pitched for a piece of work with a client and didn't win. How often was it because you weren't seen as being enough of an 专家 通过 that client? Or because the winner was seen as a bigger 专家?

我的经验: 确实很少.

The reasons you win or lose work are rarely because they don't see you as an 专家.
 

这是我一次又一次看到的原因:

  1. 他们决定什么都不做。
  2. 他们决定尝试在没有任何外部帮助的情况下在内部进行此操作。
  3. 它们具有较低的成本选择。

None of these are because they don't see you as an 专家. They're because they don't think that their problem needs an 专家 to solve it.

在第一种情况下,他们认为问题根本不值得解决(与进行必要更改的成本和中断相比)。第二,他们认为自己可以做到。第三,他们认为成本较低(即专家较少)的提供商有能力解决他们的问题。

简单地类比,无论如何“expert” a painter and decorator is at renovating a house, if I don't think my house needs painting, or if I think a quick lick of emulsion is good enough, then I'm not going to hire that 专家 painter and pay the premium rates they're looking for.

“Proving”他是专家,向我展示了他所完成的所有奇妙翻新工作,使我对他所使用的出色画笔技术无所事事,或者向我展示了许多推荐信:如果我认为我的房子不需要做任何工作,那么这些都毫无用处。就我而言,他可能是米开朗基罗,我不会雇用他。

他应该怎么做呢?

他的“content”需要帮助我看到实际上我的房子确实需要工作。

也许他可以让我对我的朋友们看到我枯燥的绘画作品时的想法有所了解。也许他可以向我展示他那激动人心的绘画作品如何帮助提高房子里每个人的心情,或者使访客认为我比我还酷:)关键是他可以创作出最重要的内容 isn't about positioning himself as an 专家, 是关于 . 是要告诉我我需要做一些事情.

Now once that's established, once I 真实ise that actually I 真实ly do need to do something, then I'm going to be on the lookout for an 专家 to help. But until then, proving your 专家ise is a complete waste.

That's why so much 内容 marketing is misguided. It's an endless quest to establish yourself as more and more of an 专家, when in fact, clients are perfectly well aware you're an 专家 and the 真实 reason you're not being hired is that they don't think they need your level of 专家ise.

Now don't get 我 wrong. Being seen as an 专家 is a good thing. But you need to be seen as an 专家 in something clients think they need an 专家 to help them with.

第一工作是为客户提供这种见识。触发灯泡(或“oh sh*t”)当他们意识到自己做错事情的时候,就错过了一个很大的机会,他们需要改变。

Without that, all the 专家ise in the world isn't going to help you win that client.

So where is most of your marketing and 内容 focused? On proving to clients you're an 专家, or on the 真实 work of giving them insights into their own business that show them they need to change (and that therefore, they need to hire an 专家)?

If most of your 内容 is more and more proving of your 专家ise, it's probably misplaced. Think about focusing on your clients, not you. Think about what they need to know and feel to see that change is necessary. Rework your 内容 to give them those insights.

And guess what? If you share insights that open your client's eyes to the need for change, chances are that in itself will position you as a 真实 专家 and the one they want to work with.

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伊恩·布罗迪

伊恩·布罗迪

//www.ianbrodie.com

伊恩·布罗迪(Ian Brodie)教顾问,教练和其他专业人员,以吸引并赢得他们需要使用的客户"基于价值的营销"-一种基于创造价值,展示您的能力并通过营销赢得信任的营销方法。

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