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SME Online Session – Understanding the Mind of the Buyer

Understanding the mind of the buyer and implications for behaviour; Brand and Differentiation; and Introduction to Storytelling

MCA SME Session 1 Webinar Overview – Hosted by MCA Associate Member The Openside Group.

Designed specifically for SME Member firms, the session will begin by exploring the many issues prospective clients consider when determining whether to buy or not to buy from a particular firm, and the critical – but often hidden – factors that motivate their final purchasing decision.

Having gained a deeper understanding of the psychology behind the client’s buying decision, the session will then explore the challenges of brand and differentiation

Based on the unique ‘DNA’ of their firm – its values, heritage and culture – participants will have the opportunity to think about the stories they might tell that differentiate their brand.

Finally, the session will introduce storytelling and outline the key role that it can play in uniquely positioning a firm in the minds of their clients. In the professional services sector, in which every firm can look very similar and in which technical competence is now a prerequisite not a differentiator, being able to tell your firm’s story effectively is more critical than ever.

Session elements

  • Understanding the mind of the professional services buyer and the implications for behaviour
  • Brand and Differentiation
  • An introduction to Storytelling
  • Telling your own firm’s story – based on the shared values, heritage and culture of the firm

The webinar has a limited number of spaces, there will be a small element of pre-work and an exercise to be completed before Session 2

To secure your space, please email


16th June 2020
15:00 - 16:00
Event Category:


Lorraine Nicolson
020 7645 7961