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):

  1. 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)
  2. 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)
  3. Empathy. Caring, individualized attention that a firm provides its clients (educating people to solve problems before they hire you proves you care)
  4. 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)
  5. 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)

About Henry DeVries

Best-selling author and “marketing with a book” expert Henry DeVries is an authority on typing and talking: how to maximize revenues by writing books and making speeches. He speaks to thousands of business leaders, professionals, and consultants each year, teaching them successful tactics that shine a spotlight on their company, cause, or career. Along with his best-selling books — Self-Marketing Secrets, Client Seduction, Pain Killer Marketing, and How to Close a Deal Like Warren Buffett — the buzz-building tools of Henry DeVries have been used to dramatically increase revenues and leverage marketing budgets for two decades. He speaks to thousands of professionals and consultants each year, teaching them scientifically proven tactics that bring them new clients.

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