city map

Wednesday of this week is the heaviest travel day of the year, which reminds us of a spurious value claim. We often hear lawyers say, "We have an office in [your town]," implying that this geographic fact has inherent value to a buyer or anyone else listening. 

OK, you have an office in my town. So what? 

What if your prospect were to ask you "So what?" How would you answer? In an age of instant, simultaneous communications, virtual locations and cheap air travel, what specific, compelling business value does physical proximity convey? 

I'm not saying that location never has value. There certainly are circumstances where it does. 

That value, however, is not inherent. Value relates to the expectations of a specific company or stakeholder, compared to the perceived return they get on what you do for them. 

Here's the key. Ask yourself, "How does our location in [city] help this particular buyer?" 

This argument is not limited to your location. Think through all the other attributes that your colleagues and you typically pitch. Think through the credentials, articles, deals, wins, achievements or other things about you that you believe suggest inherent value to a buyer. 

How will any of those things positively affect this buyer's success? Does any of it relate to their business? Or, to the buyer's Demand Triggers

With that, I wish you a Happy Thanksgiving, and a safe, hassle-free return to those of you traveling this holiday. 

Mike O'Horo