Why should service providers, professionals, and consultants worry about marketing? The answer is simple: To make payroll. That means the money to pay the most important person in the world, which is you.
First, let’s define terms. By marketing we mean the process of generating new client leads and then converting those leads into clients. Certain activities get prospects to raise their hands and say they are interested in what you do. Other activities are designed to take that interest and convert it into a signed agreement with a deposit.
What does the classic research say about how prospective clients decide if they trust independent consultants? Here are the five ways prospects judge you (Aaker, 1995, Strategic Market Management) and how marketing applies:
- Competence. Knowledge and skill of the professional or consultant and their ability to convey trust and confidence (you demonstrate and prove your expert knowledge by speaking and writing and by the questions you ask prospective clients)
- Tangibles. Appearance of physical facilities, communication materials, equipment and personnel (you do this by the appearance of your website, book and how-to handouts)
- Empathy. Caring, individualized attention that a firm provides its clients (educating people to solve problems before they hire you proves you care)
- Responsiveness. Willingness to help customers and provide prompt service (when you promise to give people things like special reports and white papers, do it promptly)
- Reliability. Ability to perform the promised service dependably and accurately (prospective clients will judge you on how organized your seminars, speeches and website are).
Building your service business, professional service firm, or consulting practice is the systemized study of attracting, keeping, and growing revenues with clients.
