Most executives that are honest with themselves know that the services they offer are virtually identical to those offered by competitors. Don’t believe me? Take a blank piece of paper and draw a line down the center. On the left side write the top five selling points you use to convince prospects to choose your firm over another.
Now for a bit of good news, bad news. First the bad news, you’ve just been fired by your firm. Bummer. The good news is that you’ve been hired by their biggest competitor. With your new employer in mind, now write the top five selling points you’d use on the same prospect. For all intensive purposes, the two lists are likely similar enough to be unconvincing to prospects looking to make a decision.
So how to differentiate? The answer is not in the services you provide, but in the people that deliver them. You’ve spent valuable time and resources recruiting, mentoring and immersing your employees in your company culture. Why not amplify that investment by arming them with social tools that allow them to build deeper, more trusting relationships with stakeholders, clients and prospects?
The technology to get there is free and widespread. The missing ingredient is senior leadership with the vision to see beyond the new technology to the well-worn business adage it actually supports – people like to do business with people they know, like and trust.