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About the Author: Lee W. Frederiksen, Ph.D., is Managing Partner at Hinge, a marketing firm that specializes in branding and marketing for professional services. Hinge is a leader in rebranding firms to help them grow faster and maximize value. Lee can be reached at LFrederiksen@hingemarketing.com or 703-391-8870.

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How to Become a Visible Expert in Your Industry

by Lee Frederiksen

This story is familiar for many professional services firms: You know your firm is full of experts. Perhaps your clients know it, too. But it’s a quiet expertise, and it doesn’t register with the wider marketplace. When buyers engage a professional services provider, we’ve seen that expertise is their number…

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Referrals are Not Enough: How Buyers Evaluate Professional Services

by Lee Frederiksen

How do prospects evaluate you as a professional services provider? Lots of firms will give you a familiar answer: references and referrals. But as savvy marketers know, the web is increasingly a cornerstone for professional services buyers. Buyers have more ways than ever to find information, and they are using…

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Closing the Perception Gap, Closing the Sale

by Lee Frederiksen

What are the elements that make the biggest difference in your conversion rate? You might be surprised. Keep reading to learn the one often-overlooked element that’s most likely to help professional service providers close more sales. The surprising perception gap When it comes to the psychology of professional services buyers,…

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