Picture of Your Value
For the past
twenty-one years, we have worked with businesses and professionals in
developing their "perceived" differentiation and have found the
following to be
true regarding new-client
speaking, prospective clients become clients because they feel a
with the professional.
turns more on prospective clients perceiving the professional is about the ethicalfactorSM (trust, credibility,
partnership) -- than the fact that the professional is
experienced or educated. (Having experience and education have become
merely tickets of entry; they are seldom differentiators.)
is, for the most part, a product of in-person meetings.
marketing tools (web sites, e-mails, mailings) are not in-expensive and
are lacking in their ability to establish the degree of
"connectivity" necessary to yield significant in-person meetings.
If the preceding
resonates, perhaps we have a solution. The EthicalFactorSM
an audio marketing tool that takes the form of an "NPR-type, let us
about you" five to ten-minute conversation that will engage and connect with
clients. It is designed to convey to listeners
that you are all about the ethicalfactorSM components of trust (genuineness),
credibility (believability) and partnership (customer focus and
accountability). (Article that sets forth our ethicalfactorSM
differentiator philosophy: PullingAhead of
the Competition: Developing and Selling Your Competitive Advantage.)
The result of the "close and personal" Interview
will be more in-person meetings, the essential
pre-requisite in transitioning prospective clients to clients. It can be a link on your web
site, sent with introductory or follow-up e-mails or in hard disk form.
What makes the EthicalFactorSM
Interview so effective as a marketing tool (a vehicle
that moves prospective clients to
becoming clients)? Our
interview questions that elicit your EthicalFactorSM differentiators; how
questions are designed and positioned; the relationship between you and
the interviewer; the ability of the interviewer to connect with the
listeners; the EthicalFactorSM Interview
integrated as part of your
brand (if desired); as well as your
answers to the very questions your prospective clients want asked and
answered. The end result will yield the following
perception: (1) you "get" the issues/concerns prospects wrestle with in
deciding which professional to retain and that (2) you are the best
person to deal with these issues.
Quite simply, the EthicalFactorSM Interview
works because it pursues a direct agenda of
conveying your value and integrity in a way that is not the least
"self-touting" or un-professional.
recommend that additional EthicalFactorSM
done with your satisfied clients. Prospective clients will
with your existing clients.
The process is a
one-hour phone consultation, followed up by a twenty-minute
phone interview. The final product will be a
professionally produced audio file. The phone consultation will take the
Listen to a recent interview, Randy Joseph, CPA:
- We will
clarify your unique
competitive advantage. Specifically,
we need to know which components of the ethicalfactorSM have successfully differentiated you.
- We will develop a clear/concise and
compelling way to
communicate your competitive advantage.
- We will
develop questions and answers that will convey to your targets that you
understand the issues and concerns
they deal with in deciding which direction to go.
- We will
convey to targets that they can relate to the interviewer. Through the
words the interviewer uses and the emotionality s/he conveys, we want
targets to perceive it is them asking
the questions of you.
This will help in establishing the perception that our interview is
anything but a slick marketing piece; it is "close and personal."
Call us for a complimentary
The Ethical Selling Institute is a
subsidiary of Sempact, Inc. In addition to the EthicalFactorSM
Interview, we provide training,
breakouts) and coaching
to businesses and organizations on how to add significant perceived
value by building more of the EthicalFactorSM
components into their services: trust (genuineness) credibility
(believability) and partnership (customer focus and accountability). We
believe that doing so is not
thing to do; it is the ultimate differentiator.
differentiator" clients include Anheuser-Busch,
Hewlett-Packard, 3M, AT&T, the United States Postal Service as well
as professional service firms. We
offer the following customized workshop: The
EthicalFactor -- How Professional Service Providers Can Significantly
Enhance Their Value And Their Practices.
Fred Firestone, J.D., M.Ed.
Letters from Professional Service Clients
(Peter Sloan, Partner, Blackwell, Sanders, Peper, Martin)
College (Kim Ownbey, Director of Marketing and Human Relations,
Logan Health Centers)
(Bob Serben, Director, Center for Business, Industry and Labor)
Executive Director (Robin Feder, Executive Director,
Central Institute for the Deaf)
(Matthew Houser, PE, CONTECH)
(Lisa Frick, Vice President, Royal Banks)
of Technical Consultants (Martha Ludewig, Vice President,
Association of Information Technology Professionals)
1988, Fred drew upon
his experience as an attorney and counselor and founded Sempact, Inc.,
the parent company of the Ethical Selling Institute. For the past
twenty-one years he has traveled the country speaking with businesses
and organizations about improving their performance using the EthicalFactorSM.
He has interviewed business leaders for print, radio, television and
Helps Businesses To Differentiate Service From Competitors
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