If You Build It.....

Most professionals believe that if they do a good job, the business will roll in. It is the "Field of Dreams" theory of business: "If you build it, they will come". But do they come? Or are you leaving money on the table by not marketing and networking?

How do prospective clients know you are out there? Just because you do a good job does not mean that everyone talks about you (are you really that vain?). A lawyer once told me that his firm did not believe in marketing, advertising and business development. He proclaimed that they had more business than they could handle, and that they were "the best kept secret in the legal industry" (okay, he was that vain!). He added that his high GPA from a top tier law school makes clients desire his representation.

Silly man. His practice group has two senior partners who were natural rainmakers who brought in all the business. This guy likes to think he is busy because he is such a good lawyer and businesses around town seek him out. The reality is that his partners worked hard to build and maintain their networks and expand the reputation of the firm. They do their jobs and all the business development!!!

While this guy thinks his fancy credentials matter to his clients, the truth is that most clients could not tell which competitor is really "better". They just want someone "good".... and every competitor claims to be superior. It is like standing on a sidewalk in New York City looking up at two tall buildings: one forty stories tall, the other forty-five stories tall. If you are on the ground, you cannot tell which is taller. If the client is sophisticated buyer, then yes, he is up in a helicopter....but most are on the street looking up. Thus to rely on your credentials is ridiculous.

This does not mean you can forget about your credibility and focus only on your visibility.....YOU NEED BOTH!!! But don't kid yourself, you need to have marketing, sales, public relations, business development and networking if you want your business to grow. Nobody expands there business by hiding their head in the sand.

Have A Great Day.

Thom Singer
www.thomsinger.com
thom@thomsinger.com