“Oh really? We didn’t know you guys did that.”
– Every B2B client in history
You’re sitting in a meeting with a long-standing client and they casually mention that they’re using one of your competitors to handle a new project. What?! This is a service your firm provides to other clients.
Why didn’t your firm even have an opportunity to bid on this project?
Have they not entrusted you with several successful projects already? Not only did they fail to consult you, but your client seems surprised to hear that you offer this service. Something clearly went wrong—lost in translation.
Fear not, good reader. This has happened to all of us at one time or another.
But why does this happen? (more…)