(turn and face the strain)
Just gonna have to be a different man
Time may change me
But I can't trace time
— excerpt from "Changes," David Bowie, 1972
If your market is ch-changing, you may be secretly losing your "Top 40" status among your clients. Perhaps you are suffering through one or more of these issues:
1. Lack of clarity about your target market and ideal client.
2. Prospective clients think your current brand is stale or confusing (witnessed by long sales cycles and growing pressure to drop your prices)
3. Employees cannot see how your vision and values link to your marketing messages. This often shows up as the "we serve everybody" marketing message.
When my clients are faced with these challenges, it’s essential to gain the client's (or prospect's) the cost of no change. Here is how — and why — you need to master the "cost of no change" discussion with your prospective client.