B2B Prospects Move Themselves Into Market. Here’s Why That’s Important…
If you are in the business of selling expertise, a professional service, or consulting engagements, one of the best ways to earn the confidence of a prospective client is to consistently and convincingly demonstrate domain authority and subject matter expertise.
But the goal is almost never to move a prospect into market. Typically speaking, no amount of marketing can, as the purchases are significant, well-thought-out, thoroughly discussed, and of significant scope and dollar value.
So, if we can’t convince someone to buy from us with marketing, why should we bother? Because of the natural lifecycle of a purchase of professional services.
How Things Work. And How Your Content Will Work for You.
Buyers of sophisticated professional services do not make impulse purchases, as the stakes are often high and the commitment to getting it right rigorous.
As opposed to the lifecycle of commodity purchases, much of your prospect’s “customer journey” is taking place long before that person ever has such a pressing need that he or she is actively shopping for a service provider and vetting candidates.
In fact, it’s often a matter of those shoppers looking for assurances and confidence that they are making the right selection, and this happens one of two primary ways:
1 - Through a referral from a trusted resource (someone who may also be in your marketing plan’s target market)
2 - Banked trust and respect earned over the long-term through the service provider’s (that’s you!) public demonstration of expertise and the ability to get results.
In either case, your best opportunity to earn that referral or respect is to generously share your ideas and insights with the world, so that you earn the reputation of a proven, reliable and expert problem solver.
To my mind, there is no better way to do that consistently than to create and publish content in the form of thought leadership, be that writing, podcasting, public speaking, or even video production.
For today, let’s focus on the former. I will share with you my formula for structuring written content that will earn the interest of your clients, referral sources and prospects, and ultimately, establish you as the preferred candidate for anyone looking to hire a service provide in your particular domain of expertise...