Magnetic ServicesChange Your Vision

While it’s true that professional services is about “selling the invisible,” we’ve never seen a customer buy consulting services based on something they couldn’t see. And therein lies the challenge: many consulting organizations have enormous technical ability, but they struggle to convert their capabilities into a vision the customer can identify with and understand. Instead, they overwhelm customers with so many competing ideas and technical paths that the real opportunity for showcasing their expertise and skill is lost.

Business development teams within a services practice, and many of their consultants, need to get beyond the technical and communicate a vision to differentiate themselves. They must master the ability to decompose abstract terms like “we are experts…” into fundamental components that customers can recognize, evaluate and ultimately “valuate” as part of their buying decision. These vocabularies are difficult to create, but are the drivers toward owning the mindshare within accounts and converting that potential into billable revenue.

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