Define the ideal client for each service
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 owner
- Trigger: Received a licensing inquiry
- Fear: Losing the license or damaging the practice
- Desired outcome: Resolve the issue quietly and quickly
- Objections: Cost, confidentiality and uncertainty
- Search behavior: Looks for immediate explanations, attorney experience and similar cases
Deliverable
Create one buyer profile for each priority service.