Definition Consulting

Q.Does all this talk about viral marketing, SEO and social media really apply to us, now?

A.

Immensely – but in what way, takes some working out. In fairness, there is so much information out there, it’s really hard to know where to start. For our clients, we always start with how they add value for their stakeholders, and take it from there.

Every sector is being transformed by the digital age even more than it has been already. It’s worth devoting some resources to working out how it will affect yours – and how you should respond.

Q.I know clients have recommended us to other businesses. Why haven’t they called?

A.

Some websites do more harm than good. If yours fails to paint a confident, accurate picture of what you do and how well you do it, it will deter potentially suitable clients from calling. This means that, in an age when one’s first reaction to even the strongest recommendation is to look at the supplier’s website, many a promising referral falls on stony ground.

Q.We’re good at what we do. Do we really have to worry about ‘image’ as well?

A.

I was asked this question by one of my first legal clients during my first month in business on my own account, and have been asked it many times since. The answer, of course, is yes – because you have an image, whether you like it or not. The only legitimate question is, to what extent does that image accurately reflect what you are? In other words, does your positioning, match your process?

Q.Where should we draw the line with ‘value adding’ services?

A.

I feel that it’s not so much ‘where’, as ‘when’ that is important. Added value services – training days, secondments, free consultations – should only ever be offered as part of an on-going contract (however formal or informal) which should be subject to periodic review. At that review, you should be in a position to quantify the value adding services provided, put a value on them and express to what extent you think the arrangement is working out for both sides. If your client doesn’t know the true value of the overall package, your value adding services will inevitably be taken for granted, and more expected.

Q.We don’t have time to shop around. How can we be confident we’re getting value for our marketing money?

A.

Quotes from different outfits for, say, a website or corporate ID upgrade, often vary to a bewildering extent. Yet such work is also the stuff of on-going requirements and relationships, so deciding whom to trust is as important as their headline price. At Definition, we have widespread experience of managing all manner of projects, often involving three or four different media and disciplines. We thus know how and where to secure the quality and value you need. Because we charge on a completely transparent basis, we’re happy to ensure that our knowledge works to your benefit.

Q.Where do our rivals find the time to do such mammoth new business pitches?

A.

They either make the time or pay someone else (like me) to do it for them. Either way, part of the ‘test’ the potential client is setting is whether you want the business enough to devote the resources to winning it. This is particularly true of formal invitations to tender and of the better industry award submissions.

Also see Tenders and industry awards.

Q.Can we look as smart as our large multi-national competitors?

A.

Absolutely. One beauty of the digital age is that it is often easier for a the smaller, boutique operation to take advantage of new technology to look BETTER than huge competitors, whose executives have to get everything approved at several levels.

Most potential clients know that they will get a better service from a specialist outfit, but are nervous that, if it goes wrong, they will be blamed for not going with a big name firm. Poor quality branding and presentation fuels that fear.  Not only can you look as smart as the multi-nationals, if you are to stop missing great opportunities, you must.

Also see Marketing professional services.

Q.Our competitors do pretty much the same thing as us. Is it realistic to hunt for ‘differentiators’ and USPs?

A.

It’s important to identify and highlight what is special about you (and you’re almost certainly more special than you think you are). It’s not so important to identify USPs, because it’s not what clients are looking for.

Looking at your positioning and process typically reveals important differentiators and a raft of ways in which to enhance services and how to talk about them. This helps your communications to highlight what makes you special, maximising your new business opportunities and increasing the loyalty of your existing clients.