Start by listing every service the firm offers. Do not treat every service as equally important. For each service, document: Revenue generated Profit margin Typical client value Sales cycle Geographic reach Competitive strength Current visibility Future growth potential Availability of internal expertise Ability to demonstrate results Score each service from 1 to 5. The highest-scoring …
Professional services firms often make the mistake of describing services without defining the buyer. For each priority service, document: Buyer type Industry Company size Job title Geographic area Trigger event Main problem Main fear Desired outcome Buying objections Questions asked before hiring Alternatives considered Decision-making process Example For a healthcare compliance attorney: Buyer: Medical practice …
Professional services buyers rarely search once and immediately hire. They move through several stages. Stage 1: Problem recognition The buyer is trying to understand what is happening. Examples: Why did I receive a medical board complaint? What happens during an IRS audit? Why is my partner trying to force me out? Can an employee sue …
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