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How to Market Consulting and Professional Services

Presenter: John Doerr
Broadcast on Thursday, May 01, 2008
Duration: 90 minutes
Cost: $129

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How you market and sell consulting, technology and professional services differs substantially from how you market products. Generating leads, closing new business, and keeping existing clients happy and continuously buying your services requires a different outlook, different tactics, and different execution.

Imagine the following situation for the marketing of a new brand of chewing gum. Would the product marketing strategy look like this?

• Branding: Make sure you publish articles or give speeches about the new gum.
• Lead generation: Networking and seminars will do the trick.
• Client acquisition: Make sure you tailor your proposals to each new chewing gum client.
• Client loyalty: At least once a year, go visit your top chewers at their office and take them out to lunch.

It's obviously inappropriate to market chewing gum like this. Why, however, do so many service businesses (or product businesses that also offer services such as technology companies) try to market their businesses using inappropriate product tactics?

You Will Learn

This intensive, online seminar is designed to help you and your firm engage robust and effective professional services marketing initiatives that succeed over both the short and long-term.

• Five proven marketing strategies for service businesses
• Tactics you should NOT use in your marketing because they offer low return on investment
• The keys to success in expanding your brand and reputation reach
• Trends in services marketing and lead generation that will affect your success in growing your revenue
• How to avoid the most common pitfalls that consistently derail successful implementation of service business marketing

Who Should Attend

Those responsible for managing, marketing, or selling:

• Management Consulting Services
• Technology Consulting and Services
• Legal Services
• Accounting and Financial Services
• Architectural, Engineering, and Construction Services

This program is also geared towards people who are responsible for marketing their services as a part-time portion of their professional responsibilities (e.g. division managers, consultants, and firm executives).

About The Presenter

John Doerr is the President of Wellesley Hills Group, a leading firm focused on marketing, sales, and overall revenue growth for professional services, and Founder of RainToday.com the premier site for insight and advice on professional services marketing and selling.

John is an expert in the areas of lead generation, marketing, and sales for consulting and professional services firms. His most recent research includes What’s Working In Lead Generation: A Benchmark Report On How To Spend Your Time, Energy, & Money For The Best Marketing ROI In B2B Professional Services.

What Participants Said

Of the participants who evaluated this seminar, 85% would recommend it to a colleague. Some of their comments:

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"Good research on what's working and not working for others."

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"It was comprehensive, clearly presented and provided concrete examples and resources, rather than abstract concepts."

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"Good basics and stats of marketing for professional services specifically. The presenttion helps confirm that we are on the right track -- do's and don'ts were helpful."

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"Excellent visuals. And I appreciated the quick pace as well as the examples of ways to show value, such as white papers, articles, etc. It reinforces what we're already doing."

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"I still had difficulty figuring out how we can apply some of this in our firm. The stories were good though - helped a lot."

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"May have tried to cover too much content - would like to have had more details, more how-to."

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