3
O P I N I O N
Real perceptions
Your clients have definite ideas about what your firm is and isn’t, but if you don’t take the time to ask, you’ll never know what they’re thinking.
P erception is reality. Do you know how clients perceive your firm? Knowing what the perception of your firm is helps build your business and increases your profits. It gives you insights that help your firm be more focused and intentional. Asking questions about the experience clients have had with your firm and your differentiating factors directs your marketing message.
Lindsay Young GUEST SPEAKER
across industries and geographic areas gives you a good cross section of data. It confirms or denies your strengths and weaknesses, and reveals the areas of your business that you need to focus on. If multiple clients share their positive experience about your programming or process and how “Knowing what the perception of your firm is helps build your business and increases your profits. It gives you insights that help your firm be more focused and intentional.”
Knowing what your clients think about the work you perform, the people they work with on projects, and their opinion to hire you again, or give you referrals, is important data. Most firms never ask, or just assume. There is no reason not to ask, because many times clients are happy to talk about the experience they have had with your firm. They are impressed that you would even ask and that your firm would make the investment. I’m not talking about sending out an email survey, either. The types of surveys conducted are completed face-to-face or over the phone, so additional questions or details can be collected or deciphered. It allows your client to share their story. Gathering this data from a wide array of clients
See LINDSAY YOUNG, page 4
THE ZWEIG LETTER February 18, 2019, ISSUE 1284
Made with FlippingBook Annual report