How To Generate More New Business in 2014
November 26, 2013
Marketing professional services is more than self-promotion and advertising. It’s all about generating more new business.
There are many ways generate more business from selling commodities.
However, professional services are not commodities.
For professionals, there are two fundamental techniques for generating new business:
- repeat business from current and past clients
- referrals from friends and family, clients and contacts
If you want more new business, you will need more repeat and referral business. It’s as simple as that.
The same approaches that help satisfy clients will also help generate more repeat and referral business.
Marketing Professional Services Is Like Serving Clients…Really!
Marketing is something that we all know we should be doing…but realistically few of us enjoy it, even a little bit.
Instead of trying to overcome whatever dislike of marketing you may have, let’s consider marketing as an extension of client service.
Here are five factors that help clarify how professional service marketing is like client service:
In serving our clients, a professionals we help identify and meet individual needs, instead of applying standardized ‘one-size-fits-all’ solutions. Similarly, the best marketing illustrates how we help individual clients instead of trying to be all things to all people.
The best client service is based upon mutually rewarding relationships between professional service provider and their clients.
The best marketing includes building and maintaining relationships between you as a professional and your potentially ideal clients.
In-person conversations between professionals and their clients are conversational…not speeches, monologues, lectures or other one-way delivery of messages. Professional service marketing communications are also conversational.
For the most part, client service include elements of education.
Educational in nature, professional service marketing offers new information…not just repeating the same old same old message. From a marketing perspective, the business that educates the most attracts the most new business.
Your Best Stuff
Regardless of the nature of your clients or the help they need from you, as a professional you deliver your best service… not just a bare minimum. In marketing their services, successful professionals showcase their own best stuff, instead of accepting the lowest common denominator commonly adopted by others.
To learn more about generating more new business, click here.