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4. How do potential clients see their greatest challenges?
The answer to this question helps you understand what is on prospective clients’ minds and how they are likely to describe and talk about those issues. The key here is that you may offer services that can be of great benefit to organizations, but they never consider you because they are thinking about their challenges through a different lens.
They may want cost reduction when you are offering process improvement (which, in fact, reduces cost). You may need to connect the dots, or you will miss the opportunity. This is similar to the dilemma of understanding your full range of competitors addressed by Question 3 above.
5. What is the real benefit your firm provides?
Sure, you have a good idea how your services can help clients. But what is the greatest value your clients get from your firm? Many providers are surprised to learn the true benefit of their services. What attracts a client to your firm initially might not be what they end up valuing most after working with you. For example, you might have won the sale based on your good reputation, but after working with you, your client might value your specialized skills and expertise most. Or they might find themselves relying on you to advise them in tough situations.
When you understand what true value and benefit you offer, you’re in a position to build upon it—or even develop new services with other true benefits.
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