Navigating a competitive and ever-changing market is a major challenge for professional services firms. Traditional methods of presenting their expertise are no longer enough to attract clients and stand out from the competition. This is where the “offer matrix” plays a crucial role in providing a strategic approach to expressing business intelligence, improving the readability of skills and defining the foundations of future expertise.
In an increasingly competitive environment, marked by the emergence of new players and technologies, as well as by the saturation of certain practices, consulting players must move beyond their academic model to highlight the added value of their interventions, without getting lost in technical descriptions.
What is a “supply matrix”?
It is a strategic tool used by leading companies in their market to organize, structure and present their services. The matrix makes it possible to map their key expertise, to highlight their distinctive characteristics, to position them in relation to market needs and, above all, to identify and structure new offers in line with market dynamics. The main objective of an offer matrix is to facilitate the understanding of services and the highlighting of the strengths of a company. By identifying new opportunities, it also helps orchestrate the company’s strategic decisions.
A well-designed offer matrix provides readability, translating technical complexity into operational ease. It also facilitates bridges between different expertise, promoting collective and virtuous commercial development. Finally, it lays the foundations for future expertise, opening new fields of activity and attracting future talents.
A well-designed offer matrix provides readability, translating technical complexity into operational ease
To develop an effective supply matrix, it is essential to clearly define your target and adapt your terminology accordingly. B2C companies should prioritize an SEO-focused approach, while B2B companies should align with the trends and jargon of their ecosystem. It is important to determine whether you want to position yourself in a niche or offer complete services, while developing solid expertise and taking into account the growth potential of less developed expertise. It is also crucial to adopt a forward-looking approach and not neglect promising topics, even if they represent a small part of current turnover. The balance between readability, completeness and attractiveness is essential, and it may be wise to seek support in this process to achieve this optimal balance.
The steps to develop your offer matrix: example of a law firm
1– Analyze your firm’s existing expertise by identifying your areas of specialization and key skills. Thoroughly evaluate the strengths and weaknesses of each area to determine what sets you apart from other firms.
2– Define your target customers. Identify the types of customers you want to attract, whether they are businesses, individuals, start-ups, investment funds or specific organizations. Understand their needs, concerns and expectations for legal expertise.
3– Segment your offer into clear and distinct categories for better organization. This will make it easier for your potential customers to understand your services.
4– Identify what differentiates you from other law firms in each area. Highlight your strengths such as your experience, your personalized approach, your convincing results, your strategic partnerships and the complementary expertise that you offer.
5– Formalize your offer matrix in a clear and concise manner using visual presentations such as tables or diagrams. Use clear language and avoid complex legalese.
6– Adapt your communication according to your target audience using the offer matrix as a guide. Highlight relevant services for each clientele and each area of activity.
7– Regularly re-evaluate your offer matrix. Services, skills and competitive positioning must be constantly updated to meet changing market needs.
8– Make sure your matrix is in line with your development plan and evolve it accordingly
Adapt your communication according to your target audience using the offer matrix as a guide
Once your offer matrix is aligned with your development plan, communicate these new offers effectively to your target market. This matrix is often a prerequisite for the successful and relevant organization of your website. Adapt your marketing messages to highlight the benefits and added value of these offers and don’t forget to monitor the results!
If you are still not convinced of the importance of the supply matrix, consider the impact of artificial intelligence (AI) on your business and the advantages of positioning yourself in growing markets. AI is transforming many industries every day by providing opportunities for automation, data analysis and advanced decision-making. In this context, it is essential for professional services firms to pre-empt markets of complexity in order to seize the most value-creating opportunities, which cannot be easily competed by AI.
Firms must be able to develop new approaches, differentiated services and innovative solutions to meet the complex challenges of their clients and bring a unique value proposition to the market.
In conclusion, the supply matrix plays an essential role for professional services firms in a competitive and changing market. It makes it possible to structure and clearly present the different services, to facilitate decision-making for prospects, to help professional services firms to better understand their offer and to define adapted strategies, in particular to develop the cross-selling between the partners.
ABOUT THE AUTHOR
Gwénaëlle Henri founded Eliott & Markus in 2005, the first communications and marketing consulting agency dedicated to professional services firms. A recognized expert in marketing and communications, her holistic approach and her ability to understand the unique needs of each entity allow her to develop effective and adapted strategies. Gwenaëlle is known for her innovative spirit and her ability to meet challenges with creativity. She is constantly looking for the latest trends and best practices, in order to offer her clients innovative and impactful solutions.
2023-11-07 13:26:29
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