MarketingB2B.Blog Start Blog About Contact How to grow in the “High Ticket” Professional Services business without depen

[Ehsanuls55]

I come across the same situation almost all the time: B2B companies that are 5-10 years old and whose growth stops.

When I start to investigate the reasons, I always find the same patterns:

The main source of business generation has always been the founders' network of contacts.
That network of contacts has been exhausted.
They have not invested in marketing (perhaps because they did not see it as necessary, because business generation was “guaranteed”).
The company has been in the market for a long time, with slow organic growth and often with 80% of its income depending on 1 or 2 clients.
Right now, founders typically make two types of decisions to continue driving growth:

1) Hire salespeople to develop “new business”

2) Outsource lead generation and prospecting

However, neither of these two paths guarantees success.

Professional services businesses are built on trust.

And the higher the ticket, the more important it is to achieve it.

Cold prospecting teams can bring meetings and generate leads. But if the company does controlling directors email lists not build trust among its key audiences, these meetings will have a low conversion rate to sales.

For there to be trust, there must first be knowledge.

I can't trust someone I don't know.

That explains why big companies invest millions in gaining brand awareness.

But many SMEs do not have the budget to invest in awareness campaigns. So they have to find a way to do it in other, less expensive ways.

How do you build trust when they don't know you?

First I want to suggest that you think from a different place.

If you have just founded a company that is based on the professional services business, you should review your vision and preconception about how the B2B purchasing process works. Perhaps your vision has absolutely nothing to do with the way the online purchasing process works today.

Your B2B buyer (who is not actually a person, but a purchasing committee) is super informed and increasingly eager for valuable information.

It is no longer so important that your brand is recognized. What matters is to become a leader who transmits authority in your subject.

Through digital channels you will be able to give visibility to your thoughts, your ideas, your business vision and you will be building a loyal audience, who will end up hiring your services.

The new positioning is person to person, especially in small companies competing against big brands.