Monday, May 7, 2012

What Jobs Are You Losing and Why?

Let’s face it: we can’t win every time. However, whether it’s one loss or a dwindling client base, it’s the marketing director’s job to find out why. Ask yourself if any of the following points might apply to your firm:
  • Fees Too High: Ascertain what the competition is charging and determine if your fees are in line with the marketplace. Be sure to determine if you are providing the same services and/or scope as your competitor when comparing.
  • Lack of Differentiation: If clients are regularly going elsewhere, you may not be doing a good job of showing clients the benefits of doing business with your firm. Do they know about the extras you provide at no charge? Do they know about your specialized in-house expertise that the competition doesn’t have?
  • Tunnel Vision: If potential clients think you’re only interested in making the sale, you probably won’t win the job. A sense of commitment to the project at hand will help put aside other issues in the client’s mind.
  • Wrong Markets: How often does the firm reevaluate marketing strategy? As the market shifts and changes, the wise move with it.
  • Perception Problems: How is your firm perceived? What are the reputations of those heading the firm and those who have regular interaction with clients? What is the perception of your firm in the marketplace? What is the perception of your firm with the subconsultant community? 
You must reeducate the client while at the same time reevaluating your pitch. Obviously, in order to educate the client, you’ll have to be in front of them, thus allowing yet another way to further your ongoing relationship.

For more vital information on how to retain clients register now for PSMJ’s 2012 A/E/C Marketing Bootcamp: THE Program On How To Get And Keep Clients. This spring, PSMJ is providing 5 locations all across North America to give your whole firm the tools and confidence you need to succeed in bringing in more work for the firm. Click here for more information.

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