A report into how clients choose which companies to buy their services from was recently released. The survey was of 200 buyers in top companies buying financial and accounting, architecture, engineering and construction industry etc services in the US, but should apply equally to the UK. The full report can be purchased from Raintoday.com.
The buyers chose multiple methods so that the results don't add up to 100% but the top 2 are recommendations either from a colleague (79%) or from another service provider(75%). This shows that word of mouth is just as important as it has always been, and the paramount need to ensure that your customers have a good experience to pass on to others.
Personal recognition or awareness came in at 3 (73%) with having attended a seminar or presentation at a conference or event given by the service provider featuring at 4 (66%) and 5 (62%) respectively.
The next 5 were:
- website (58%)
- article or news story about the provider (56%)
- exhibit at a conference or event (55%)
- internet search (55%)
- article or story on an industry website (53%)
Adverts do not feature in the top 10 at all with the list emphasising the reliance on having more information than an advert can deliver with websites, articles and news being the main sources of information after personal or second hand experience of the firm in question. I am sure that advertisements do contribute to raising awareness of the company's products and should drive a buyer to seek more information from some of the other sources listed.
Two things that can be taken away from this are
- The importance of engaging directly with potential clients via any opportunities to present to them at seminars, conferences and events. CPD presentations are clearly one such opportunity if targetting architects in the tile and stone industry.
- The need to ensure that you are visible on the web with not only a good quality informative website, but a presence on industry websites and forums.
