Why clients choose you.
WHAT REPUTATION RESTS ON
Work delivered as promised Delivered when promised Communication throughout Being straightforward about problems
WHY RELIABILITY MATTERS MORE THAN BRILLIANCE
Clients tolerate good work delivered reliably; they do not tolerate excellent work delivered unpredictably.
WHAT BUILDS IT FASTEST
Doing what you said, repeatedly.
WHAT DESTROYS IT
Missing deadlines without warning Disappearing Delivering something different from what was agreed Handling a problem badly
WHAT TO DO WHEN YOU WILL BE LATE
Say so, as soon as you know, with a new date.
WHY
Warned delay is manageable; discovered delay is a failure.
WHAT TO SHOW
Actual work, with permission.
WHY
Portfolios of real work are what convince.
WHAT TO ESTABLISH
Permission to show work, agreed at the outset.
WHAT TESTIMONIALS PROVIDE
Evidence from someone other than you.
WHEN TO ASK
Immediately after successful delivery.
WHY THEN
Goodwill is highest and the work is fresh.
WHAT SPECIALISATION PROVIDES
Being the obvious choice for a defined problem.
WHY IT MATTERS
Generalists compete with everyone; specialists are sought.
WHAT TO ESTABLISH
What you want to be known for.
WHAT PUBLISHING PROVIDES
Evidence of expertise, and visibility.
WHAT TO PUBLISH
Answers to questions clients actually ask.
WHAT TO MEASURE
Where enquiries come from Repeat clients Referrals
WHAT REPEAT WORK INDICATES
That the relationship works.
