What separates one accountant from the next? Not much, they all deliver similar services. The same is true for lawyers, insurance brokers and financial advisors. When everyone looks the same it’s hard to make a referral. Relationships are not enough to differentiate your brand.
Instead of trying to offer unique services in a commoditized market, create a unique experience. Differentiate on your firm’s personality, values or interests.
The biggest obstacle to creating a unified brand for a professional services firm is the Partner compensation plan. ‘Eat what you kill’ comp plans fracture brands.
Nordstrom’s sales associates are amazing closers. What makes them so effective is you don’t even realize you’re being sold to. One of their secret weapons in the Closing Room.
Differentiating a business is often misunderstood. It’s not about logos, websites or taglines. And it’s not about unique selling propositions, and the stories you tell. These things are all wrapping paper. They may indicate what makes your business unique, but they’re...
What separates one professional service firm from another? Its people. But how do you know one firm's people are better than another's? The brand! The challenge of selling services is they are intangible. You can't touch, smell, hear or see them. Which means you have...
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