The Universal Application of Professional Service Marketing Principles

January 11, 2013

As outlined in Solving The Professional Service Marketing Puzzle there is a genuine need for help with marketing professional services.

Around the World

Geographically, this need does not appear to be limited to North America.

Requests for free copies of How To Market Professional Services also came from individuals in South America, Europe, Asia, Africa and Australia, including New Zealand.

Keeping in mind that my blog attracted readers from countries around the world, I tried to balance basic principles of professional service marketing with enough flexibility to apply these principles in different cultures and markets when preparing preparing the book.

Not surprisingly, this was not as challenging task as it would appear. I say not surprisingly, because the key to successfully marketing professional services is to personalize the key principles and then applying these customized principles so that reflect you and how you help clientsin your market.

It is this customization that allows service professionals in Brasil, Latvia, India or anywhere else apply these professional service marketing principles as effectively as they can be applied in North America.

Solo Professional Or Large Professional Firm

In preparing the book, my target reader was the solo service professional working away in his or her home office. With this perspective, I was surprised at the number of responses from individuals who worked as part of large professional organizations.

On reflection, I realized that the real surprise was my mistaken belief that professional service marketing for solo practitioners was different from marketing in a larger organizations.

It was in reflecting on my marketing experience with larger organizations that I saw the error in my thinking.

Many of my early engagements as a consultant involved helping law firms with management and marketing challenges. In retrospect, it’s obvious that the marketing consulting help that I provided way back then is totally consistent and compatible with the principles and concepts of How To Market Professional Services.

The biggest difference between then and now is that now I have better understanding of the principles and concepts of marketing professional services, including how to effectively apply these elements.

Two factors contribute to the commonality of marketing as a solo professional and as a member of a larger organization.

One is the customization potential outlined above. Just as individuals can personalize relevant concepts to reflect their own situations, service professionals in larger firms can also customize ingredients to reflect their unique situations.

Second, whether marketing as a solo professional or as a member of a larger organization, the critical elements attracting new and better clients are the same: likeability, trustworthiness and competence.

Lessons Learned

From a purely personal perspective, it was great to learn that my book has the potential to help service professionals regardless of where they are located and the the size of their business organization.

But what was even better was the realization that things are not always what they appear to be.

Sometimes they are bigger and better.

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