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:

  1. repeat business from current and past clients
  2. 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:

Client-focused

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.

Relationship-oriented

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.

Conversational

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.

Educational

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.

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How To Generate More New Business—And Do It YOUR Way.

How is your personal brand holding up in the noisy and competitive marketplace?

Is it still as fresh and distinctive as it was when you launched it? After several years, most brands start to look tired and outdated. The colors and artwork that were stylish when they were introduced eventually take on the appearance of relics from the past.

What about your brand promise? Does it promise clients the benefits that your services deliver today? Or is it a reminder of how you used to help clients?

Few of us deliver our services the same way we did 5 or 10 years ago. As a result of a continuously changing market, clients need and want different kinds of help from us. In response, most of modify our services and how we satisfy clients.

That’s the good news. The bad news is that even though we continue to enhance and upgrade our services to maintain and perhaps increase client satisfaction, these improvements are not always reflected in our personal brands.

As a result, our services can be stronger than our brands. That’s good for existing clients, but not so good for your marketing.

If you haven’t thought about your brand recently, maybe it’s time to evaluate how strong your brand really is. Here are some questions to get you started.

  • What are you and your firm best known for?
  • Relative to the competition,
    • How strong is your personal and professional reputation?
    • How visible are you in your market?

The best and most helpful answers come from the market. Ask the same questions of clients, contacts and others who might have an opinion on your brand.

You might not like all the answers you hear. But if you don’t know there’s a problem, how are you going to fix it?

Do you dress for success?

Back the day before the Internet and when dressing casually was reserved for after work and weekends, dressing for success typically meant business suits for professionals, both male and female.

The concept of ‘dressing for success’ enhances and helps project the image of professional competence and personal trustworthiness.

Along with change in how and where we do our work came a shift in standards of appropriate business attire. Apart from large professional offices, business suits, shirt and ties are no longer the norm in today’s more casually dressed workplace.

Certainly a casually dressed workplace can make it more comfortable for us to do our work. It does however make it more challenging for us to project an image of professional competence and personal trustworthiness.

In today’s incredibly competitive marketplace, it is more important than ever before not only to present ourselves as competent and trustworthy, but also to to distinguish ourselves from others who also appear competent and trustworthy.

The key to meeting both of these challenges lies in effectively communicating your brand. And this communication includes dressing your brand in person and electronically.

Dressing your brand in person starts with dressing like your clients. From there, use your own judgment in deciding how far you can move away from this standard without creating any client discomfort.

Dressing your brand electronically is less straight forward.

This process starts with ensuring that the look and feel of your website is consistent with the benefits that your services deliver to clients. Ideally visitors to your website will get a sense of what it will be like dealing with you in person.

A busy, noisy and poorly organized website will offer little help in projecting professional competence and personal trustworthiness. Similarly, aggressively self-promotional email and social media marketing hardly demonstrate the ability to focus on client issues.

Whether in person or online, dressing your brand is about reinforcing the story of what makes you different from all other service professionals. It also helps reassure potentially ideal clients that in hiring you they are making the right decision.

For service professionals, dressing our brand is as critical to success as was dressing for success four decades ago. It’s a competitive marketplace out there, so we must use whatever tools we can to stand out from the crowd.

To continue to stand out from others both online and off…continue to dress for success by dressing your brand.

With 15-Minute Marketing, once you have learned what you need to know…after your first 15 minute session…you can apply what you have learned, but do it your way.

Instead of left wondering what to do with what you have learned, the 15-Minute Marketing process guides you through customizing your chosen strategy. Unlike standardized one-size-fits-all marketing solutions, the process will help you market your services your way.

Good Alone or In Company

Like a coffee break, 15-Minute Marketing can be effective alone, or in company.

If you choose to work through the material alone, you will probably complete the process more quickly with fewer distractions.

However, if you decide to work through the process with other members of your practice group or firm, you will benefit from the input and suggestions of like minded people.

Like good coffee, it doesn’t really matter whether you enjoy it alone or in company, with 15-Minute Marketing, it’s all good.

Permanent Marketing Resource

Unlike a coffee break the benefits of 15-Minute Marketing last far beyond the actual experience.

Your eBook will serve as a permanent marketing resource, ensuring an ongoing flow of new business. When it’s time to refresh your strategy, simply review the eBook for new ideas and insights.

Check out 15-Minute Marketing and start attracting more ideal clients. Enjoy great benefits from coffee-break sized time commitments.

Isn’t it time that you attracted more of the kinds of clients you love to serve?

Coffee Break Marketing

October 9, 2013

Unlike other online resources which add to the marketing information overload, the new 5-Minute Marketing offers small, focused chunks of marketing help. In about the same amount time it would take for a coffee break, you will learn what you need to know to attract more clients.

And in about the same amount of time, you can start to apply what you have learned and generate more new business.

Also unlike other marketing resources, 15-Minute Marketing does not disrupt your normal routine or add to your to-do list. You can add it to a coffee break, improving your marketing while you enjoy your coffee.

Not only does 15-Minute Marketing take about the same amount time it would take for a coffee break, the total cost of each learning each marketing strategy is about the same as the price of one cup of coffee: $2.99.

It’s hard not to think of this this marketing support as Coffee Break Marketing.

Check out 15-Minute Marketing and start attracting more ideal clients. Enjoy great benefits from coffee-break sized time commitments.

Isn’t it time that you attracted more of the kinds of clients you love to serve?

15-Minute Marketing

October 7, 2013

Too busy to market?

Maybe you’re too busy to improve your marketing. Or perhaps, there is just too much marketing stuff to learn and try to understand.

If you want more clients, but if you face one of these obstacles…or something like them… 15-Minute Marketing might help you.

In about the same amount time it would take for a coffee break, you will learn what you need to attract more clients. And in about the same amount of time, you can start to apply what you have learned and generate more new business.

Unlike standardized one-size-fits-all marketing solutions, the new approach to marketing will help you market your services your way.

Check out 15-Minute Marketing and start attracting more ideal clients. Enjoy great benefits from coffee-break sized time commitments.

Isn’t it time that you attracted more of the kinds of clients you love to serve?