A huge key to understanding “why clients buy from you or hire you” is asking them.
Take five to ten of your clients that are profitable and already refer you. Get on the phone and interview them.
You want to ask them, “Why did you hire us, what does good service look like, what do we do that others don’t, and tell me about a time when we provided good service.”
That’s when you’ll start hearing things like, “you return our phone calls very quickly, you help us look at problems in a different way, your repair times are faster not just response times or you talk in plain English, not industry jargon.”
That doesn’t sound like something that would be a great marketing message, but clearly, it is.