So how does the wisdom inside your head become an asset? How does your intellectual capital help advance your immediate sales and marketing needs? You turn that wisdom of yours into a product.
For most of our clients WHAT they do from a 40,000 ft. view isn't so very different from anyone else. But HOW they do it, and WHY they do it is TOTALLY unique and quite often is the "secret sauce" for all their success. The genius of their business lives in the HOW and the WHY not the products or services themselves. And if prodded, most of my clients will relate a very unique, hard-won perspective on the work the do, how to do it well, and how to create optimal results. Sometimes they know it's powerful. Sometimes they think it's common sense.
So let's agree that the wisdom, insight, and lessons learned in the trenches ARE the most important assets your company possess. Want proof? Try training a junior to do what you do without all the wisdom behind it and see how well they perform. Well, if you can't scale since you can't train, then what you've built is a business that ends with you.
So don't stop selling the way you've been all these years to take on some new gimmick. Instead, take what's working to a new level by naming it, explaining how it works with a graphic and outline how that unique worldview perspective you have (no matter what it is) communicates into a totally unique experience for clients.