Professional Services Marketing: Why “Build it and they shall come” doesn’t work

The vast majority of professionals I’ve come across have a “build it and they shall come” attitude. They think that if they do a good job, that they’ll generate enough word of mouth referrals to support their practices and will never have to worry about professional services marketing. But can professionals really thrive without marketing?

A few lucky ones can, sure, for the rest, it’s more likely than they’re just doing “OK”. Here’s why:

Professional services marketing encompasses much more than just advertising or networking. It starts with strategy: building a brand and creating a message before you even get to the point of working towards getting that message out to your target market.

Once the brand is conceived and message developed, you then point the tactics that will get your message out to your target market on a consistent basis, and put them into action. We’ve all heard that it takes multiple impressions to make the sale. I believe that it’s not only multiple impressions, but multiple impressions over a consistent period of time. Typically, professionals do nothing at all when they’re busy, and make sporadic attempts when they’re slow (which is often too late). It takes consistent multiple impressions to sow the seeds and nurture the plants that bear fruit.

Professional services marketing also requires an appropriate attitude. Many professionals will admit that opportunities often slip through their fingers because they fail to take action. Sometimes this failure to act has to do with timing or the amount of work that’s on their plate at that moment. But often it stems from a lack of confidence, shyness or an aversion to self-promotion. Those who work to adjust their attitudes, build confidence and come out of their shell, find that they naturally are more willing to put themselves out there. As a result, they find it easier to take action and capture whatever opportunities come along. This translates directly into more business.

If your firm or practice is merely surviving but not thriving, it may be time to give up on the “build it and they shall come” attitude and start to embrace professional services marketing.

If you need help doing this, contact me to schedule a consultation.

Susan Martin, Marketing Coaching