Sales in Professional Service
As a professional service firm, you are unique because you offer something that cannot be touched, and your work is highly specialized. Due to working exclusively with firm's similar to you, we understand how to differentiate you among your competitors by targeting your marketing efforts.
Professional services marketing is very different from any other type of business. Even professionals who are trained to do business-to-business marketing often fall short in their attempts to market professional services. This chart illustrates some of the key differences:
Professional services marketing is very different from any other type of business. Even professionals who are trained to do business-to-business marketing often fall short in their attempts to market professional services. This chart illustrates some of the key differences:
Professional Service Procurement· Selection of PS may be viewed as high risk.
· The product is intangible. · The job requires highly skilled staff. · There is usually low name recognition. · The customer will likely 'buy' from someone. |
Other Business to Business Procurement· Selection of business represents lower risk.
· The products are often tangible or visible. · Varied skill levels are acceptable. · There is high level of name recognition. · The customer may opt not to hire anyone at all. |
Due to these differences, professional services marketing efforts must be targeted in order to return results.
A potential client that needs to hire a firm, often, only knows a few names in that field. She will likely ask a colleague for suggestions. Would your firm be on that list? The firm she chooses will greatly impact the success of her company, but learning who is qualified takes time and energy.
Your potential client knows that choosing the right firm in this situation is much more important than choosing a lawn service or where to go for dinner. This decision likely represents a long-term relationship that cannot be dissolved easily. The services you provide by their very nature will impact a client’s life. Clients need to know they can trust you — and why.
A potential client that needs to hire a firm, often, only knows a few names in that field. She will likely ask a colleague for suggestions. Would your firm be on that list? The firm she chooses will greatly impact the success of her company, but learning who is qualified takes time and energy.
Your potential client knows that choosing the right firm in this situation is much more important than choosing a lawn service or where to go for dinner. This decision likely represents a long-term relationship that cannot be dissolved easily. The services you provide by their very nature will impact a client’s life. Clients need to know they can trust you — and why.