Seth Godin talked about "Date Certain" as a powerful marketing tool. According to Seth:
A powerful marketing tactic: tell me exactly when I'm going to get it.
"This project will be done noon on Tuesday."
"You'll get the shipment at 4 pm."
Fedex has made billions shipping packages that didn't even have to be there fast, they merely needed to arrive at a time that we knew about in advance.
We don't want to hear, "up to 11 business days." We hope you care more about our project than that.
At Mercer Capital, we agree. We promise delivery of a draft valuation report within 30 days of our on-site due diligence visit (if we have received all the necessary information from the client). We work hard to exceed that promise and our clients and referral sources appreciate understanding the timing. Because of the nature of what we do, we cannot always promise an exact date/time, but we can and do provide more information as to delivery than many of our competitors.
Promising delivery and then keeping that promise is a simple but powerful idea. What can your firm do to take advantage of this idea? What can you, as an individual professional, do? It doesn't matter if you're a fee-earner working for the end-user or a marketing professional serving your internal client base (the firm's other professionals) - take advantage of the "absolutely, positively" mindset.
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