Listen up service providers.

If you’re a property agent, solicitor, hotelier, medic, insurance broker, banker, PR expert or just a plain old consultant, stating that your service is better than the competition and is outstandingly awesome, isn’t a marketing proposition, it’s what a customer expects. It’s especially true the more complex and incomparable your service is.

We are often keen to explain to new customers that our service is beyond anything else on offer but when a new customer lands on our website their priorities can be somewhat different to ours.

Potential customers are often looking to fulfill the “4 A’s”, in this order…

Affability – Who are you and do I like you?

Affordability – Could I afford your service, are you in my price range?

Availability – Would you be able to service my needs in the timescale I demand?

Ability – How good are you?

While we focus on explaining our abilities to new potential clients, we often forget to answer the first 3 A’s – Affability, Affordability and
Availability – and we stand to lose the lead.

Our ability is important but it’s much more believable if expressed by those that have actually used our service, thus having an advocacy strategy in place will work best.