by Robin Dicks | Mar 24, 2020 | Robin's Blog
It feels right to talk about something more “normal” for the moment. We did an interesting project a few months ago for a firm which was keen to understand the truth about how its capability was perceived vs. competitors, and indeed if it could successfully differentiate itself. From speaking to their clients and key opinion formers across their high priority sectors, it was clear that the activities of their competitors had created a gap. The firm in question just needed to more clearly communicate its capability and ensure that its “brand” resonated more clearly, though key people confidently delivering all the elements of a trusted advisor. They now have a clear map and focus to do this, and I’m sure they will...
by Robin Dicks | Apr 11, 2016 | Robin's Blog
There was a short but thought-provoking piece recently in Accountancy Age on this issue. To slightly paraphrase the article, it suggests that actually many of the approaches and ways of doing business undertaken by ‘professional firms’ or advisors are anything but professional in the 21st century. It also makes me wonder whether the description professional services firms, or indeed lawyers or accountants is the best way of describing what people do and the value they bring. While bolting ‘solutions’ at the end of a name or service descriptions risks an entry in Private Eye, firms would be advised to think about the commercial merit and value of what they do being much clearer in the description, and indeed the undertaking, of their...
by Robin Dicks | Mar 31, 2015 | Robin's Blog
Forgive me if this sounds a bit “old school” but I think the Ansoff Matrix (see www.ansoffmatrix.com) can be used much more practically by firms than it often is. To apply it in real life, its worth thinking about the following: If you are to going to rely on market penetration and gaining more business from your clients in what you already do, what will be relevant to them in practice? If you are to extend the range of specialisms you provide, where are you credible as far as clients are concerned, and could you actually succeed in winning work? We have some excerpts with real life examples if helpful – just contact...
by Robin Dicks | Mar 9, 2015 | Robin's Blog
Should have blogged about this earlier. The Law Society commissioned a special report from Robin into how those aiming to grow their law firm – whether managing partners, CEOs, Practice Directors, Partners or Marketing or HR heads – can best achieve it. It was published end January 2015 and is available via the Law Society microsite or Amazon....
by Robin Dicks | Aug 15, 2014 | Uncategorized
As part of the family holiday preparation I “volunteered” to get the Euros we needed. “Luckily” my mobile network provider sent me information about the special deal available to their members via a well known high street name. All good, one would think so I dutifully queued up one lunchtime two days before our departure to get the special rate. Nearly an hour later I emerged; no-one in the branch knew how to process the deal; once they had made several calls it turned out that the deal was of less benefit to me than promised, and definitely not enough to have spent an hour on. My loyalty has reduced a couple of notches. This isn’t a pure professional services example but it’s still a good reminder that while affiliate marketing and partnerships can be great, if effective communication and joint effort is lacking, they can...
