Summary
The “Putting Your Business On The Map” podcast episode emphasizes understanding business fundamentals before marketing to find good clients. It highlights the challenges small surveying businesses face in acquiring clients and the importance of aligning consultant expertise with client needs for a successful, win-win situation. The podcast shares a story to illustrate how a mismatch between an employee’s capabilities, the company’s value proposition, and client expectations can lead to failure.
To achieve a good client-consultant fit, the podcast outlines five key business fundamentals: vision, purpose, and mission; organizational values; operating principles; value proposition; and business model. It also presents three essential questions to consider before marketing a service: whether the service fits the business’s bundle, whether the business can exceed client expectations, and whether the service can be offered distinctively. Communication of these fundamentals in marketing, both explicitly and implicitly, is crucial for attracting the right clients
Contents
- 0:00 Introduction
- 0:02 Disclaimers
- 0:02 Opening Story
- 0:06 Importance of Understanding Business Fundamentals
- 0:06 What is a Good Client Consultant Fit?
- 0:12 Good Client Consultant Fit and Business Fundamentals
- 0:13 Five Elements of Business Fundamentals/Business Constitution
- 0:20 Three Questions to Ask Before You Market a Service
- 0:23 Communicating Business Fundamentals in Marketing Material
- 0:25 Final Thoughts
- 0:25 Reminders