Читать книгу Never Say Sell - Tom McMakin - Страница 57

When we work with a client, they know what we do.

Maybe you offered to audit their marketing mix and how efficiently their spending was generating traffic. When you show up in their offices, they know you to be the “marketing analytics team.” They definitely know what you do and your capabilities, because when they first engaged with you, they called references and asked questions like, “Did you feel like the quality of their marketing analytics work stood up to firm-wide scrutiny?” You know they understand what you do because when they have a problem making sense of marketing data given to them by online sites or media buyers, they turn the data over to you and ask you to make sense of it for them.

But perhaps they've come to think that your firm only specializes in marketing analytics. Do they know your firm also does media buying, graphic design, and copywriting? Or do they just think of you as the data folks?

Hurdle 2: The full range of our capabilities is not known – even to clients who know us well – because they have come to define us in terms of the capabilities we offer them now. They lack a complete understanding of all the services we are equally capable of offering them.