My family enjoys playing board games.  One of our favorites is Scrabble.  We have fought many a battle over this game.  My sister Stephanie consistently gets higher scores than the rest of us.  We think Scrabble is a word game.  But I think Stephanie understands the premise put forward by Michael Katz in his LinkedIn article entitled “You’re Playing the Wrong Game.”  He states Scrabble is not a word game, but rather a numbers game.  You win by paying attention to how the numbers add up.  He applies this idea to the way professional service firms try to attract clients by emphasizing their experience and qualifications.  However, that’s not how people hire professionals.

 Michael Katz offers some interesting insights on how people make their decisions and what you can do to better market your firm and yourself.

What steps do you take to attract new clients and to retain those you already have?

Marsha Witherspoon, CDFA serves as SDA National Treasurer for the 2019-2020 term. She is a Member-at-Large from Columbus, Ohio.