Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, 2nd Edition

17

Introduction to Lead Generation

If I can get in front of a decision maker at a company that fits my target profile, I've got a great shot at winning it as a client. If I get 10 at bats, I'll get my fair share of hits! The trouble is, it's hard to get the at bats.

—Almost any experienced professional services provider

Clients Are Waiting to Buy—It's Your Move

In our What Sales Winners Do Differently research, we found that, across all industry areas, more than 60 percent of buyers were open to changing providers if a similar need arises in the future.¹ These buyers are indifferent, at best, in their affinity to their current providers. Although you may be the exception to the rule, this probably includes you. Consider the specifics of your field in Figure 17.1.

Figure 17.1 Likelihood of Buyers to Switch Providers

Fortunately for the weak service providers, clients typically find it a risky and painful experience to switch. They don't know if the provider down the street—or across the country—will treat and serve them better. They may not know who the other players in the field are. So, although buyers perceive that they're not getting everything they can from their current provider, at least with someone familiar they can predict what they will and won't get. “Perhaps that's enough,” they might think. Thus most buyers don't switch.

The fact remains: buyers are ready to switch. ...