At the risk of repeating ourselves, technical skills alone are no longer enough to win you work. Your clients are more savvy, more promiscuous and have more choice than ever. Firms need to craft sales messages that promote how you provide as much as what you provide and, according to studies, what your clients really want is:

1. Reliability: It's the Ronseal principle; make sure every client gets what it says on the tin. Do what you say you're going to do, how you're going to do it, when you say you'll do it by ... and for the price you said you would. Nothing blocks repeat purchase like unpleasant surprises

2. Service: Yes, we know you have the technical skills and the experience to deliver great services but, if you can't put together a BD plan that shows exactly how you provide great services with great service, your client will soon find someone who can

3. Accessibility: Make sure your clients can get hold of you when they need you and how they want to ... even better, take it one step further - get out of your office and go and see them

4. Clear benefits: You may have the most innovative service available but if you can't explain how it will improve your client's business or life, it just won't pack a punch - remember to spell out exactly how working with you will save time, money and/or hassle

5. Fit: Make sure you and your client fit together - not just in terms of you providing the advice your client needs but also in terms of personality, culture and delivery. And, never be scared to admit where there isn't a fit - honesty will always leave the door open to future opportunity

6. Understanding of your client: Nothing flatters like preparation. You don't need a Mourinho style dossier but you do have to know what your client's business does, why they're different, who their competitors are and their most recent news - then match who they are with what you have. Or, if your client's an individual, Google them and look them up on LinkedIn

7. Understanding of their sector: We once did a client service review with the head of legal for a large chain of cash ‘n'carrys. He admitted he paid more for a bigger firm solely because they spoke his language. Being able to use the right terminology and display an understanding of trends, conditions anddevelopments will underline your credibility - jargon however remains as unattractive as it is when used anywhere else

8. 2 ears, 1 mouth: Sales training 101 but still too many forget you need to listen (at least) twice as much as you speak. You need to understand everything about your client's exact situation before you can offer effective advice - yes, it'll take a bit longer and involve more than a few questions to get there, but it's an investment that'll pay you back in spades

9. A well-oiled machine: Run an efficient operation - your clients don't want to pay for unnecessary hours brought about by your mistakes or inefficiencies. Nothing drives an FD crazier than extra billable hours that could easily - and obviously - be avoided

10. Importance: Make your client feel important. It doesn't matter what you're doing, what they've interrupted or if they catch you with one foot out the door- while they're paying for your time they are the most important thing in your world. And if you don't make them feel like that, there's always someone else who will!

10½. Relationships: Just like life, professional success is based on relationships not cheques. Make sure you invest in the relationship between you and your client and the cheques will take care of themselves.

Tenandahalf help a wide variety of very different professional service firms grow by promoting these values. If you'd like to have a chat about how best to show your targets you provide all of these things alongside technical excellence, please click here and arrange your FREE 45 minute coffee consultation.

Alternatively, if you'd like us to send you a FREE paper outlining why a client value proposition will always deliver more than the now outmoded notion of the USP, please email us with the subject line ‘CVP article'.

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