Question

Topic: Strategy

Growth Strategies For Small Prof Services Group?

Posted by mbb on 1/8/2009 at 2:29 PM ET 125 Points
We are considering how best to grow a highly-regarded small consulting group. Do you know any good resources for considering what it takes to grow from a single rainmaker, highly regarded very small firm? Examples may come from growing a small law firm or any other professional services firm. We know we need to make changes to our website and print materials, the extent to which we get staff out for particular speaking gigs, get their written work out and all. But any good things to read or other resources that focus on growing a boutique professional services firm?
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RESPONSES

  • Posted by Perrie on 1/8/2009 at 11:10 PM Accepted
    First of all not sure if you are local - but I will assume you are due to your size.
    * Create topics with usable informatiofor speaking ops on a monthly basis to your target market.
    * Book spaces at public buildings, book stores and even at your office.
    * Create releases and send to your local paper - do you know who runs the calendar of events?
    * Twice a year hold a big event/charity function and invite the public to come and participate
    * Participate in chambers and other community events
    * Wherever you go to market have an event or something going on you can invite people to
    * Create a monthly e-newsletter to send to all your contacts
    * Network with related service firms
    * Join networking works
    * Develop a brochure/handout on tips to assist clients that they can call or email to receive for free
    * Issue a release and place in area magazines and newspapers on the free brochure - change these quarterly

    Hope this helps!
  • Posted by Jay Hamilton-Roth on 1/9/2009 at 8:49 AM Member
    You want your single rainmaker to start bringing associates in on every meeting/presentation. If everyone knows your superstar, then it's time for that person to share the light and start grooming the next wave of rainmakers. Think of it as an in-house testimonial.

    Additionally, you'll want to give the feeling that hiring any of your staff will have the same result as your #1 person today. That means you may need to replicate their service model (all calls returned within 1 hour), information (their FAQs should be written, added to your marketing materials, and memorized by everyone in the organization), etc.
  • Posted on 1/9/2009 at 2:46 PM Accepted
    There are several marketing ideas for consultants and service providers in Rasputin For Hire. You might want to pick up a copy and skim for new ideas.

    You also want to be sure you have your positioning statement nailed down -- the unique benefit you provide for your clients -- and your target audience well defined (and as narrowly-defined) as possible. Then make sure everything on your website, in your marketing materials, and in all presentations is consistent with and supportive of the positioning statement. If you don't do this, you'll be working at cross purposes with yourself, and the process will be inefficient and/or confusing to your prospective clients.

    If you think you could use some additional outside perspective on this, there's a perfect place to get a range of expert opinions: Consultants Think Tank at 911 Marketing Help. It was developed by MarketingProfs for just your kind of situation. There's a fee, but it's quite reasonable and you'll get great feedback quickly in a confidential, password-protected online environment. Well worth a try, in my (highly biased) opinion. ;-)

    Good luck.
  • Posted by mbb on 1/12/2009 at 9:53 AM Author
    we are in fact a national firm with a fairly niche audience primarily of senior public policymakers/officials. So some of these suggestions are very useful reminders, some reinforce what we already do and some wouldn't work.

    thank you to the three of you. Anybody else with good ideas of resources for growing small firms? I'd love to hear them.
  • Posted by mbb on 1/16/2009 at 10:31 AM Author
    Thank you to all three of you for your suggestions. If and as we find other resources for marketing a niche professional services firm, we'll share them back through MarketingProfs, too.
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