I heard this recently from a senior member of the marketing team at one of my biggest and longest-duration clients (18 years!!!!). That proportion is true for my firm, and I expect it’s like that for your firm too.
How do you sell a new service that’s more expensive, slow and problematic, compared to the tried-and-true current method? You point out how your new solution helps deal with other, more pressing problems that your firm’s clients are facing.
Almost every business professional knows about clients asking for something that they can’t realistically have. Maybe that’s the “Rolls Royce” version of their service, but at “Nissan Micra” prices. Or it’s having an environmental report completed next week, when it will require a year’s worth of site-specific wildlife data.
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