How Clients Buy Table of Contents

Get your copy of How Clients Buy: The Benchmark Report on Professional Services Marketing and Selling from the Client Perspective.

Welcome from the Research Team
About the How Clients Buy Team
Important Details About This Report
Research and Analysis Methodology for How Clients Buy
Glossary of Terms

Executive Summary: Report Findings and Analysis
Introduction
Overall Findings
How Clients Source Professional Service Providers
How Clients Choose Service Providers
Provider Business Development Problems and Impact of Potential Improvements
Switchers Vs. Loyals
Differences Between Provider Types
Influence of Purchasing Company Size (2004 Revenue)
Findings Regarding Purchasing Company Industries
Conclusion

The Participants
Profile of Participant Companies and Decision Maker
The Decision Makers
Areas of Responsibility
Concentration and Overlap of Purchasing Areas
Demographics of Survey Participant Companies

Professional Services Outlook: Purchasing Is Looking Up
Firm Revenue and Profit
Services Expenditures

Disposition of Professional Services Buyers
Do Purchasers Prefer Small Firms, Big Firms, or Something In Between?
Analysis Takeaway: "Employee Headcount Is Neutral As A Hiring Factor"
No Clear Preference for Provider Firm Size, Even By Specific Service Areas
Authors' Analysis and Comment: "Fish Size Depends On What's In The Pond"
Satisfaction Scores and Openness to Switching Service Providers
Authors' Analysis and Comment: "Incremental Satisfaction Gains Count Big"
Satisfaction Levels with Current Professional Service and Consulting Providers
Authors' Analysis and Comment: "Class Average"
Authors' Analysis and Comment: "How Many Lawyers Does It Take..."
Authors' Analysis and Comment: "The Nature of the Business?"
Likelihood to Switch Service Providers in the Next Two Years
Authors' Analysis and Comment: "Clients Are Available. It's Your Move."
Satisfaction Levels and Switching Behavior: Switchers Rate "4," Loyals Rate "5"
Authors' Analysis and Comment: "Satisfaction Scores Go Binary"

How Companies Initially Identify and Research Potential Service Providers
How They Find You and How They Learn More
Tier 1: Referrals
Authors' Analysis and Comment: "Strengthen Your Referrals"
Tier 2: Event Delivery and Provider Brand Recognition
Authors' Analysis and Comment: "In-Person Impression Power"
Tier 3: Somewhat Interactive, Somewhat Opinion Influencing
Authors' Analysis and Comment: "Lessons For Your Marketing Mix"

Discovering Seminars, Presentations, and Webinars
In-Person Seminars and In-Person Presentations
Authors' Analysis and Comment: "Multi-Step Marketing For Success"
Webinars
Authors' Analysis and Comment: "Webinars Are the New Kid On The Block"

Influence of Service Providers' Websites
Authors' Analysis and Comment: "Website Influence Made Clear"
Satisfaction and the Website's Influence Over Ultimate Purchasing Decisions
Authors' Analysis and Comment: "Your Website: Not Your Fairy Godmother"

Straight from the Buyers: How Service Providers Can Improve Their First Approach to Potential Clients

Straight from the Buyers: Initial Approach Pet Peeves
Authors' Analysis and Comment: "Take a Grain of Salt with Pet Peeves"

How Buyers Decide to Hire Third-Party Professional Services Firms and Consultants
Decision Making Factors and Their Relative Importance
Authors' Analysis and Comment: "A Good Written Proposal Speaks Volumes"
Authors' Analysis and Comment: "First Factors for New Service Providers"
Very Satisfied Participants Prioritize Factors Differently
Authors' Analysis and Comment: "Which Came First, The Satisfaction Or The Choice?"

Importance of Providers' Selling Approach and Abilities
Satisfaction and the Importance of a Provider's Sales Approach and Abilities
Authors' Analysis and Comment: "Compete with Tier 1; Win with Tiers 2 & 3"

Straight from the Buyers: Most Compelling Ways to Develop Trust with a Potential New Client
Authors' Analysis and Comment: "Selling Your Service Means Selling You"

Problems Clients Encountered, and Which Ones Matter Most
Problems Encountered During the Process of Hiring Consulting and Professional Services Providers
Authors' Analysis and Comment: "Buyers Take a Cue From Goldilocks"
"Very Satisfied" Clients Report Fewer Problems During the Purchasing Process
Authors' Analysis and Comment: "Lookin' For Love In All The Wrong Places?"
Likelihood to Consider Purchasing Services If Providers Improve in Specific Problem Areas
Authors' Analysis and Comment: "The Jury Is In - Get Energized!"
Authors' Analysis and Comment: "Where Do Your Challenges Lie?"

Straight from the Buyer: Most Important Things Service Providers Can Do During the Purchasing Process to Influence the Hiring Decision

Straight from the Buyers: Pet Peeves...How Not to Behave During the Hiring Process

Research Supplement: "Switchers" and "Loyals"
Introduction

Switchers vs. Loyals: Profile of Participant Companies and Decision Makers
Firm Demographics
Purchasing Environment
Authors' Analysis and Comment: "Understanding Switchers"
Disposition of Buyers
Authors' Analysis and Comment: "Satisfaction Scores Go Binary"

Switchers vs. Loyals: How Companies Initially Identify and Research Potential Service Providers
How They Find You and How They Learn More
Influence of Service Providers' Websites
Authors' Analysis and Comment: "Switchers Are Surfing, So Be Ready"

Switchers vs. Loyals: How Buyers Decide to Hire Third-Party Professional Services Firms and Consultants
Decision Making Factors and their Relative Importance
Authors' Analysis and Comment: "Accounting & Financial Services Stand Out"
Importance of Providers' Selling Approach and Abilities
Problems Clients Encountered, and Which Ones Mattered Most
Authors' Analysis and Comment: "Does Listening Inspire Loyalty?"
Authors' Analysis and Comment: "Communicate to Convert"

Research Supplement: Service Purchasing Areas
Introduction

Service Purchasing Areas: The Participants
Profile of Participant Companies and Decision Makers
Professional Service Outlook
Disposition of Professional Services Buyers
Authors' Analysis and Comment: "Again, Fish Size Depends On What's In The Pond"

Service Purchasing Areas: How Companies Initially Identify and Research Potential Service Providers
How They Find You and How They Learn More
Discovering Seminars, Presentations, and Webinars
Influence of Service Providers' Websites

Service Purchasing Areas: How Buyers Decide to Hire Third-Party Professional Service Firms and Consultants
Decision Making Factors and their Relative Importance
Importance of Providers' Selling Approach and Abilities
Problems Clients Encountered, and Which Ones Matter Most
Authors' Analysis and Comment: "The Art of Just the Right Connection"

Research Supplement: Purchasing Firm Size
Introduction

Purchasing Firm Size: The Participants
Profile of Participant Companies and Decision Makers
Professional Services Outlook
Disposition of Professional Services Buyers

Purchasing Firm Size: How Companies Initially Identify and Research Potential Service Providers
How They Find You and How They Learn More
Discovering Seminars, Presentations, and Webinars
Influence of Service Providers' Websites

Purchasing Firm Size: How Buyers Decide to Hire Third-Party Professional Services Firms and Consultants
Decision Making Factors and Their Relative Importance
Importance of Providers' Selling Approach and Abilities
Problems Encountered During the Process of Hiring Consulting and Professional Services Providers

Additional Findings: Purchasing Firm Industries
Introduction
On Demographics
On Firm Revenue
On Initially Identifying and Learning About Service Providers
On the Importance of Decision Factors in the Hiring Process
Problems Encountered During the Process of Hiring Consulting and Professional Services Providers

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