Editor's Note: Part two of this two-part article looks at what clients and prospects want from firms, and it isn't "being different." You can read part one of this article on RainToday.com.

What Clients Really Want

Much as you might hear otherwise, being different isn't much of a factor in winning or keeping clients. Often times, the "we're different" message affects them negatively. Consider the following scenario: Your tooth hurts and your dentist is out of town. You need an oral surgeon and you need one fast, so you ask a few trusted close friends, Trip and Beverly, if they know anyone.

Referral #1: Close friend Trip suggest Dr. Phlox.

He says that his aunt Deanna needed oral surgery and went to Dr. Phlox. Phlox has been in the town next door for 20 years and has a very busy oral surgery practice. Word on the street is that he's pretty solid.

Members-Only Premium Content   

• Free Webinars: Access all recorded webinars (full members attend all live webinars free).
• Free Tools and Guides: Receive all how-to guides and tools sold in the RainToday Store free.
• Research and Reports: Receive 20% off all research and benchmark reports.
• 1,000+ Articles: Access over 1,000 professional services marketing, sales, and leadership articles.
• Exclusive Premium Content: Access members-only interviews, templates, and case studies.