ABSTRACT
Credibility and capability are relatively easy to address. Compatibility and reliability will take more effort to address and sometimes the readers' qualities in these respects might be examined indirectly rather than directly questioned. Clients will want to be reassured that they can believe all the claims that the readers make. Obviously, feature the projects that are the closest match and include other projects that have relevant transferable experience which would be beneficial to the client. Most of the readers' competitors will be homing in on the rational criteria, as these are the easiest to demonstrate through project profiles and client endorsements. To establish reliability, the client will consult third party endorsements. Therefore, the more recommendations the readers have from past clients, the better. The readers must also take into account relationship values when considering the probability of success in converting leads to enquiries and enquiries to signed contracts.
