Dateline:  08/24/97

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Just like you and me, every client and prospect is a person with needs, expectations and problems.  Any service provider can make claims, and today everyone does.  What's memorable in a client's eyes is the professional who backs up a claim with proof.  You know the old saying ``Proof, not promises."

One of my personal peeves is to hear a firm claim that it is ``unique" or ``uniquely qualified" to do something.  In professional services today, the likelihood that your firm is ``unique" is extremely remote.  If you use the word ``unique" in relation to your services, then your next sentence should explain how and why it you are the only firm that can make the claim.   You may be able to say you have unique credentials in a particular service or industry, or you have a partner with unique expertise, but that your firm is unique? Unlikely.

Back up your claims.  If you say you are one of the best at something, then your next statement should be a citation of a source (other than your own firm) that acknowledges your firm to be one of the best.   Would you believe someone who said they are ``a leading" firm without providing a context in which to demonstrate the truth of the statement?   Remember that no client wants service providers to learn at his or her expense.  The four Es can help you remember how to prove a claim:  evidence, examples, experiences, or expert (third-party) testimony.
 

Next week's feature:  The Biggest Problems in Firm Profitability

Look here for more information

Consumers are Wiser Than Ever
The plain and ugly fact is consumers just don't believe you as much as they used to.  What can you do?

What It Feels Like to be a Buyer
David Maister's presentation of what it's like sitting in the other chair.  How will your services address these needs?

Using Testimonials
How do you get good testimonials and what can you do with them? Some solid ideas here.

Endorsements Build Profits
Having a respected person or organization endorse you adds tremendous force and credibility to your sales message.

How to Get the Go-Ahead
The principles apply to client projects, selling new business or working within your own firm.

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Copyright 1997 by Kaye Vivian (kvivian@cloud9.net).  All rights reserved.  Permission to reprint is granted provided this article is not altered and the copyright notice remains attached