Читать книгу How to Win Client Business When You Don't Know Where to Start - Tom McMakin, Doug Fletcher - Страница 17

Clients need clues that we are really good at what we do. Remember the thought experiment from the book's introduction about buying the house versus hiring the architect? The reason it's easier to buy a house is that it is much easier to assess the quality of a “thing” than determine how happy we will be with a “service.” A product is used. A service is experienced. It's the difference between what is and what could be.

In order for a prospective client to have confidence they will be satisfied with our service, we have to provide evidence that we have done great work for similar people or organizations in the past. I often refer to these as channel markers, in the way that boats need channel markers to navigate safely from sea to port without running aground. We must demonstrate our expertise in specific ways that helps a prospective client feel comfortable in choosing to work with us.