Most professionals seem to forget that their business is essentially like a shoe shop. Every business is selling a product to a consumer, whatever industry they are in – in the case of professionals like lawyers, doctors, accountants etc. it is their educated advice and work – but really, that’s not so different to a retail item, and professionals should never forget that the same business rules apply.
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| Why choose you? Strategic difference is key. |
It wouldn’t make smart business sense to open a food shop in a strip with hundreds of other already established outlets without selling a different cuisine, or having a secret recipe, or a marketable green chic layout – in short, without having first identified a niche market they could fill. Why should professionals think they are any different?
In this increasingly globalised world it’s not enough just to set up shop and rely on being the only Widget advisor in town. Clients can now source Widget advisors in Japan, or see a Widget advisor on the other side of Australia is treating their clients better than you.
Nor can you simply tell your clients you are ‘The Best’ either. The response nowadays will probably be “Oh yeah? Why?” followed by a “Uh-huh. Prove it” or “Ten other guys told me that today too.” And remember: no one ever wins in a price war.
Tips and Tricks:
- Think about what strategically sets you apart from other operators in your profession besides cost and your confidence in your services.
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