To Win New Clients, Your B2B Firm Needs to Manage "Career Risk"

Career Risk is the #1 Factor in B2B Firm Selection

In a perfect world, the most experienced and qualified B2B firms always win the business. But in our real world, prospects apply a very different selection process.

Your prospects will always be more concerned with the career-related risks involved in hiring any outside resource.

Because they have skin in the game, decision-makers require a high level of confidence to rationalize their selection of an unknown candidate, and to recommend that candidate to their boss.

Taking the blame for a selection that wastes time, money, and opportunity can affect their career advancement, their salary & bonus, and even result in termination.

Keeping their job will always be more important than selecting the most qualified firm. Regardless of your firm’s capabilities, this inherent “career risk” is the key obstacle that must always be overcome. The key is to position your B2B firm a safe choice to beat competitors.

HOW CAN YOUR FIRM AVOID BEING A VICTIM OF CAREER RISK?

To address career risk, and to win clients, your top marketing priority is to position your B2B firm as a safe choice.

Here’s what that means:

1. Creating “Credibility Tools” that provide direct or indirect 3rd party endorsements

2. Making those credibility tools highly visible and easy to find on your firm’s website

3. Providing solutions to challenges and opportunities that “safer” competitors can’t deliver

To learn more about how to position your B2B firm as a safe choice and to develop other core capabilities you need to grow your business, watch this video:

or contact Gordon G. Andrew at gordon@highlanderconsulting.com