There are both tangible and intangible benefits to being certified as a Leading Provider. Typically, the addition of one new client or the retention of one existing client pays for the marketing costs many times over. Benefits of marketing the Leading Providers certification include:
Attract New Clients
- Targeted Advertising – For example, using the designation and logo in local marketing efforts.
- Direct Mail – For example, sending a mailer to potential new clients announcing the service provider’s inclusion in the directory.
- Direct Sales – For example, using the research list or selection guide in face-to-face meetings with potential clients to provide third-party credibility.
- Press Announcement – For example, sending a press release to local media to gain local coverage.
Shorten Sales Cycles
- Service providers often experience elongated sales cycles. This is partly due to the fact that many consumers do not have objective research or a selection process that they can use to evaluate prospective service providers. Certification by a third party helps reinforce your credibility to both prospective and existing clients.
Stimulate Additional Referrals
- Many service providers receive a substantial portion of their new business from referrals. Stimulating your existing network and client base for continued referrals is one of the most productive means of generating new business. Sending an announcement to clients regarding certification is a proven means of generating additional referrals.
Enhance Market Position
- Being certified as a LeadingProvider announces that a respected, independent third party has researched and confirmed the service provider as a leader among its peers. Independent research is valuable in a competitive market.
Maximize Client Retention
- According to Bain Consulting, it costs at least five times more to attract a new client than to retain a current client. Certification provides independent verification and validation of the service provider and reinforcement of the client’s decision to select a specific service provider.
Create Clear Competitive Differentiation
- Every potential new client a provider meets with asks himself or herself, “Why should I choose this firm over all of the other firms out there? Is this firm the best choice for me?” Third-party research in the form of a validation by us provides the client with a level of comfort to help accelerate the decision-making process.
To learn more about certification, please contact us at 415-892-9400 or review the certification process here.
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