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Getting In Touch

Laural Carr

May 2017

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Do bankers need to specialize?

Diane Murphy and Laural Carr,
EXCELerate 2017
Before the EXCELerate 2017 conference began, I was already making connections. The first person I met was a VP of Business Banking from Brantford, Ontario who arrived on the same flight! The second person I met was Diane Murphy, from Abbotsford, BC. Her official title is VP Agriculture, Business Banking. She and her team are agri-business specialists. This piqued my interest and helped me connect the dots with her.

My new contact from Brantford is located in an agricultural area of Southwestern Ontario, but her business card doesn't indicate a specialty. I told her about meeting Diane and asked if the agricultural industry was a focus for her team. She confirmed it was. With this small additional detail, we were able to learn more about each other, including who I might refer to her team. Plus, we discovered we have mutual connections. Small world!

It can be challenging for prospective clients to know if a service provider will truly understand their needs and challenges and have the tools and experience to assist them. Being clear about who your best client is isn't just about who you like working with, it's also about stating who you offer specific or differentiated services or value to.

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If you're in a crowded marketplace and need to differentiate, consider how you can create a specialty from your current service offering to increase referrals and attract more of your best clients. Need help? Get in touch for a complimentary consultation to learn how to find your next best client. Contact Laural Carr at 416.538.3330 or 1.877.538.3330. and visit our website to learn more.

Warm regards,

Laural Carr, CEO and Creative Business Development Director at her Toronto-based firm Impagination Inc., is an award-winning marketer and creator of the Impact Formula™ and Persona Maker™ Approach. She is passionate about helping smart savvy businesses find their next best client and boost business fast.