In today’s competitive professional services market, capturing and maintaining client attention has become increasingly challenging. To address this, The BD Ladder has released a thought-provoking eBook How to Get Your Client’s Attention, featuring insights from global experts. This eBook provides practical strategies for professional services firms to stand out and engage clients effectively.
The Growing Challenge
How to Get Your Client’s Attention highlights the current crisis facing professional services firms: clients are becoming less loyal, economic pressures are mounting, and competition is intensifying. Additionally, the rise of AI and changing client expectations are making it harder than ever to capture client attention. The experts in this eBook offer valuable advice on navigating these challenges.
Key Strategies for Gaining Client Attention
Be Different (David Lambert, Relationship Capital Academy) David Lambert emphasizes the importance of differentiation. In a market flooded with generic marketing, standing out requires a personalized approach. Lambert suggests using simple language, offering fresh perspectives, and employing varied communication methods, such as video messages or graphics, to engage clients.
Write for the Person, Not a Generic Audience (David Lambert) Lambert also advises against broad, generic messages. Instead, he advocates for crafting communications that feel personal and relevant to each client’s unique situation. The “I We You” approach is recommended to structure communication in a way that builds engagement and trust.
Creativity, Strategy, and Understanding (Vivien Goh, Reed Smith LLP) Vivien Goh underscores the need for a combination of creativity, strategy, and understanding. She suggests defining clear goals for client engagement, being proactive in networking, and using multiple touchpoints like social media, events, and thought leadership to stay top of mind.
Stop Collecting Contacts and Start Collecting Clients (Emma Parker, Sidekick Business Development) Emma Parker highlights the importance of consistent, meaningful engagement. She argues that building relationships through repeated interactions is more effective than one-off contacts. Parker also stresses the significance of brand-level marketing to build trust and visibility.
Nurturing Relationships and Networks (Louise Hughes, HW Fisher) Louise Hughes focuses on trust-building through regular, genuine interactions. She advises shifting the focus from selling to creating value for clients through insightful content and solutions. Consistency in communication and follow-ups is key to maintaining client attention.
Give Attention to Get Attention (Barbara Koenen-Geerdink & Jeanne-Sophie Niard, BOOST) Barbara Koenen-Geerdink and Jeanne-Sophie Niard advocate for personalization and account-based marketing (ABM). They emphasize the importance of offering valuable insights or solutions before asking for anything in return to build credibility and trust.
How to Get Your Client’s Attention concludes that capturing and maintaining client attention requires a combination of personalization, strategic targeting, and consistent value creation. By adopting these principles, professional services firms can differentiate themselves, build stronger client relationships, and achieve long-term success.
About the eBook and Its Authors
How to Get Your Client’s Attention is available for download on The BD Ladder’s website. This article and the eBook were compiled by Ben Paul, CEO of The BD Ladder. The contributors include David Lambert, Vivien Goh, Emma Parker, Louise Hughes, Barbara Koenen-Geerdink, and Jeanne-Sophie Niard.