Like with accounting and law firms, some Executive Search firms present their service in a monotone, vague and generic communication. No proof, no evidence, lot's of adjectives. "Professional", "Confidential", "Discreet", "Quality", and so on..... "Commited to excellence", "A tradition of quality service", "Satisfaction guarantueed". Of course, sure thing.

The issue here is not with how good you are, it is the cliches. That means if you do not listen to cliches, there is few chance your customers will do. Furthermore, the other problem with a majority of Search Consultants is that they present themselves solely as "I want to sell you something". To the prospect that point is obvious, trite and meaningless.

Tell prospective clients in a persuasive manner why they should buy your service instead of someone else. What's your point? Get to the point or you will never get to the close.