Why Asking Clients About Your Competitors is Critical

Think you know who your firm’s competitors are? Through our research on how professional services buyers buy, Hinge learned that there is only a 25% overlap between who professional services firms think their competitors are, and who prospective and current clients think a firm’s competitors are.

Whose perspective matters most? That’s right – your clients.

In this video, Sylvia Montgomery discusses the importance of asking clients about what other firms they’re considering and why.

Uncovering the nuances that go into clients’ decision-making processes is critical to identifying and understanding your real competitors and ensuring your branding and messaging truly differentiates your firm.

Click to play video

Discover best practices for conducting client research in Hinge’s Professional Services Guide to Research.

Have questions about what to ask your clients about your competitors, how to ask them, or when? Feel free to ask by submitting a comment below. And don’t forget to follow us +HingeMarketing and join us on LinkedIn.


Author: Sylvia Montgomery, CPSM A Senior Partner and the head of Hinge’s A/E/C practice, Sylvia collects many shoes and wears many hats. When she’s not traveling around the country for speaking engagements or client meetings, you will find Sylvia creating marketing and branding strategies for clients, supervising her A/E/C team, developing new business, or working on her personal brand. With a 20+ year career spanning visual communications, strategy, and marketing, and over a decade working in the A/E/C sector, Sylvia brings a creative, business-focused approach to her client engagements.

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    Our firm is being evaluated against one other competitor. I want to ask my client directly how we stack up against the competitor – what is the best way to ask the question?