How prospective clients evaluate professionals
An excellent book by the man who mentored my finance professor from biz school.
Here are the five ways prospects judge professionals and consultants (source; Aaker, 1995, Strategic Market Management):
- Competence. Knowledge and skill of the professional or business and their ability to convey trust and confidence (you demonstrate and prove your expert knowledge by speaking and writing, especially a book)
- Tangibles. Appearance of physical facilities, communication materials, equipment and personnel (you do this by the appearance of your book, Web site and how-to handouts)
- Empathy. Caring, individualized attention that a firm provides its clients (educating people to solve problems before they hire you proves you care)
- Responsiveness. Willingness to help customers and provide prompt service (when you promise to give people things like special reports and white papers, do it promptly)
- Reliability. Ability to perform the promised service dependably and accurately (prospective clients will judge you on how organized your book, seminars, speeches and Web site are)