Eric Fletcher

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In a noisy, competitive and topsy-turvy marketplace, what is the key to capturing the imagination of your most coveted prospects? We know it isn’t the case, but particularly in professional services, it is easy to market as though we believe it is our credentials…Or brand…Or budget…Or eloquence that will differentiate us from every other advisor hoping to land the gig. Meanwhile, the market repeatedly suggests that we get over ourselves, revealing what drives the decision…
In the summer of 1969, with less technology than what exists in the device you’ll use to share today’s social media tidbits, human beings flew to the moon. We’re so desensitized to the fact of the matter, that the impossibility of the idea in the 1960’s, not to mention the price that would be paid, is lost on us. This post is about today — not history — but imagine it for a minute.  They…
The life expectancy of “no-one-saw-this-coming” as an explanation for stalled business development is going to run out soon. Or at least, wear thin. So for everyone who still has a practice to grow, here is a 4-step plan for the last 4 months of a year none of us saw coming. Buckle up…we’ll make it a speed round (because time is wasting). Step One — Quick — Name 4 Prospective Clients Don’t be conservative here —…
This post was originally published by CMO-Whisperer.com. I admit it — I’m teetering on the edge of stir crazy. Some days it doesn’t take much to push me over the edge. But— and I’m about to insult some very good seventh grade writers — an avalanche of middle-school-level headlines attempting to capture my attention have set me on edge. And before my journalist friends climb up on a high horse to proclaim they always…
This post was originally written for and published by CMO-Whisperer.com. Even if you aren’t familiar with the setup, you know this is a joke. Marketing and sales can barely stand to be in the same conference room on some days. No way they’re going to drop into a happy hour together. Even if it’s virtually, via Zoom. Here’s the punchline: While marketing and sales squabble over resources, debate who should be held responsible and who…
Patrick Mitchell had a profound impact on my life, as he did on many. And I’m certain he would be surprised, or at least downplay any such idea. He was simply going about life treating those he encountered with respect, kindness and gentleness. Though he was accustomed to position and title, these did not shape his personality, perspective or the manner in which he chose to interact in the world. He was an honest-to-goodness leader.…
More than two decades ago Fred Reichheld, among others, began working on a conversation and a system that helped organizations — particularly professional service firms — rethink the issue of client relationships. In his book, The Ultimate Question (now available in an updated version), the discussion zeroes in on what the author defines as the ultimate measure of loyalty — whether a client would recommend you / your work / your firm to a friend.…
Most of us, I’m guessing, have recently had days where we didn’t really know where to begin — much less, how to realize the highest level of productivity. This past weekend, while enjoying Ann Handley’s new book, Everybody Writes, I was reminded of the daily schedule of one of America’s most productive and innovative historic figures. (A quick side note — you should add Ann’s book to your list of must-reads. It is one of…
If the only reason you want to connect with me is because you have a sales pitch to unleash, I hope you’re selling a commodity. Most of us make scores of commodity type purchasing decisions regularly — from toothpaste and soap to phones and computers — and we become experts at filtering the pitches. When in need of a commodity, we either tune in or memory calls up relevant marketing messages; we may factor some…
When your audience or market believes you always have their best interest at heart, every message will resonate — even in the midst of crisis. Nothing drives the impact of a message more than the presence (or absence) of trust. Trust provides a more effective platform than any pulpit…from sanctuary to bully. Once earned, it lifts communiques above the noise and confusion of any market place. Trust shapes context and tone, making it possible to…