Building and Sustaining Professional Success
How can professionals build and sustain success for their business?
Just being really good at what you do isn't enough. Your competitors are good, too. They have read the same marketing books, attended the same sales training programs you've been to - and they are constantly trying to persuade your clients and prospective clients to hire them instead of you. How can you deal with this constant competitive attack? How can you ensure that, when a client decides to buy a professional service, you are who they think of first?
This dilemma has been successfully addressed by Tony Putman, an international marketing consultant who has helped service professionals - accountants, lawyers, bankers, financial advisors, consultants, engineers etc. – for over 20 years. Putman's approach has been to help professionals raise their business relationships with their clients to the highest level, what he calls: "The Ally Relationship."
At that level, the professional is in the room and in the conversation when the client recognizes their need for professional service. The professional doesn't need to initiate the selling cycle. &quor;As a result," Putman reports, "you've protected your most valuable asset: the inclination of your market to buy from you instead of your equally-qualified competitors."
Putman validated his concepts with dozens of client firms, including a 5 year project with 400+ partners of a Big 4 US Accounting/Consulting Firm. According to the partner responsible for Development, Putman's concepts achieved "the highest level of acceptance in the history of the Firm".
Business results have been equally impressive. They include: