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How can you attract the right clients and buyers?

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Market Proposition: View these slides to learn what you need to know to attract the right clients and buyers.

Prospects, as well as potential buyers, need confidence that the benefits of using your services will overwhelmingly exceed the costs. Sounds obvious, right? Yet having worked with hundreds of professional services firms across the globe we have often found that they find it difficult to articulate clearly and simply exactly what their proposition is, why it is unique, and how it adds value. Learn how to build your own Unique Value Proposition, and why it is essential for your firm’s growth and for attracting potential buyers.

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How can you attract the right clients and buyers?

  1. 1. Confidential© Equiteq 2015 equiteq.com Growing equity, realizing value 8 Levers Webinar Series Market Proposition Webinar
  2. 2. Confidential© Equiteq 2015 equiteq.com Why should I buy from you?
  3. 3. Confidential© Equiteq 2015 equiteq.com 3 When we look at a consulting firm we use our Equity Growth Wheel Market Proposition Intellectual Property Quality of Fee Income Sales & Marketing Process Consultant Loyalty Client Relationships Sales & Profit Growth Management Quality Equity Growth Wheel
  4. 4. Confidential© Equiteq 2015 equiteq.com The importance to Prospects • A client is more likely to buy your services – and pay higher fees – if they can see a significant return on their investment and can understand the benefits you deliver The importance to Buyers: • Buyers are attracted by a focused set of propositions that deliver value and are aligned with a clearly defined set of client needs. • Such propositions are easily understood and drive up fee rates & volume 4 The Market Proposition lever answers the question, “Why should I buy from you?” Market Proposition Intellectual Property Quality of Fee Income Sales & Marketing Process Consultant Loyalty Client Relationships Sales & Profit Growth Management Quality Equity Growth Wheel
  5. 5. Confidential© Equiteq 2015 equiteq.com Your UVP will inform all of your marketing, and your web-site is your premier shop window 5 Examples of strong UVPs on web-sites • Whether it's maritime platforms, land equipment or aerospace, we help organisations: – Identify and prioritise key drivers of cost, quality and schedule adherence – Increase performance by 20% to 50% • Using our marketing automation and analytic solutions we help organisations gain real time intelligence with typical results: – 40% customer account increase – 3x increase in traffic – 135% increase in customers Examples of weak UVPs on web-sites • We add value to your IT strategic planning to create a tailored solution for your needs • We specialize in operational risk assessment… • We provide organizational consulting… • We’re experts at Market Intelligence…….
  6. 6. Confidential© Equiteq 2015 equiteq.com A compelling Unique Value Proposition contains three essential elements 6 1. What are the problems our clients face? • They don’t know what their business is worth • They don’t know how to find the best buyer • They don’t know what risk a buyer would see in their business 2. How do we solve these problems? • We provide a valuation for their business • We know the buyer community • We analyse the risks and help them plan a mitigation strategy 3. What are the benefits? • We get the best possible deals for our clients when they want to sell What problems do your clients face? How do you solve these problems? What are the benefits?
  7. 7. Confidential© Equiteq 2015 equiteq.com EXAMPLE: Capacitas have used their UVP as the basis for improving their web-site, creating a compelling video, and writing case studies 7 http://www.capacitas.co.uk/
  8. 8. Confidential© Equiteq 2015 equiteq.com For your Market Proposition homework try these Start, Stop, Continue strategies 8 Explain in three jargon-free sentences what you do, and the benefits you deliverStart Stop Continue Creating content which showcases the benefits of your services (e.g. videos, articles, case studies) Putting your technical expertise at the start of your sales messages
  9. 9. Confidential© Equiteq 2015 equiteq.com Please make use of our free thought leadership material 9
  10. 10. Confidential© Equiteq 2015 equiteq.com Growing equity, realizing value UK +44 (0)203 651 0600 USA +1 (212) 256 1120 Singapore +65 6352 7482 Email info@equiteq.com www.equiteq.com

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