The Biggest Challenge of Marketing Professional Services
May 9, 2012
Professional services are not standardized mass-produced items.
Nor are they objective scientific processes that will generate identical results each and every time they are applied.
Professional Services Are Unique
The services that you…I …and all other professionals deliver are unique, each and every time we serve individual clients.
And therein lies the biggest challenge for every one involved in professional service marketing whether service professionals themselves…or those of us who help professionals market their services.
There is no one-size-fits-all marketing solution for all service professionals, let alone for those of us who provide services virtually identical to those of our competitors.
In offering our assistance to potential clients, we offer our own unique combination of personality, skills and resources. Hopefully our ideal clients will recognize something in this combination that will be of genuine value to them.
In serving our clients, we draw upon whatever is available to help satisfy them. In some cases, it might be our reassuring personalities. In others it might be something from our professional training and experience. And in still others, it might be a referral to one of our network contacts.
In an ideal world, once we had satisfied a client with our service, we could duplicate the service to satisfy other similar clients. Having documented our steps in serving the client, would give the process a fancy name and archive it for future use with another client.
Similar In Nature, Different In Scope
Unfortunately, we don’t live in an ideal world.
Future clients might need some of the same kinds of services that we just completed. Or maybe they need something similar in nature but different in scope.
Realistically, seemingly similar clients can and usually do have different needs, wants and expectations.
From a marketing perspective, how can we help individual prospects understand that our professional services can and help them satisfy their needs?
In other words, how do we successfully meet the biggest challenge of marketing professional services?