For many professionals, marketing communications represent the cornerstone of their approach to generating more new business.
For these people, their typical response to the need for new business is to initiate some kind of advertising for the purpose of generating new business leads.
Certainly, this approach is better than wringing one’s hand and waiting for more business to develop on its own.
It’s also better than grabbing the phone and doing some panic-driven cold calling.
Professional Service Marketing Is More Than Marketing Communications
Successfully marketing professional services neither starts nor ends with great communications.
In fact, successful professional service marketing is not about prospecting for new business leads and converting these prospects into fee-paying clients.
It’s all about attracting, serving and satisfying clients on an ongoing basis.
One of the biggest marketing challenges facing professionals is understanding the difference between promoting and selling consumers goods and the process of generating new business for their professional services business.
When purchasing a commodity such as a soft drink or box of tissues, few of us know or even care about the competence or trustworthiness personalities of the people who produced these products.
As long as the individual consumer products are sold at an acceptable price and satisfy their immediate needs and wants.
Clients Are Attracted By Professional Competence and Trustworthiness
For the most part, potential clients seek help when they have specific issues that require the assistance of qualified, competent and trustworthy professionals.
These issues are sufficiently important to potential clients’ personal or business lives that a quick, anonymous fix, like a gulp of a soft drink or quick wipe with a tissue, simply won’t do the job.
Invariably the resolution of client issues requires trust-based interactions between individual clients and their professional service providers.
For maximum effectiveness, these interactions require some degree of likability and compatibility between individual clients and their respective professional service providers.
Potential clients are attracted to professionals who can help them and with whom they are likely to maintain effective inter-personal relationships.
And that’s where effective marketing communications come into play in promoting professional services.
In effect, these communications showcase a professionals’ individual competence and trustworthiness—the key factors in attracting new clients and generating more new business.