Marketing for Professionals
This week I talked with marketing expert Kimberly Rice, and we discussed the way that professionals market themselves. By professionals, I mean those who primarily offer a service, such as attorneys, accountants, financial planners, engineers, and consultants. What are the key qualities that prospective clients are looking for in a professional? Credibility, competency, chemistry, knowledge, professionalism, and getting the job done. Quite a tall order! And when it comes to business development, these industries are limited in how they can market to bring in new clients – some more than others. And for many in this arena, picking up the phone and soliciting business just isn’t an acceptable way to develop new leads. Here’s some rainmaking tips:
In Person Is Best. Nothing beats face-to-face interactions for professionals. It’s a great way for you and the prospect to find out if there’s that chemistry – do you click? Can you work well together? And while you are getting to know each other, be sure to listen! You will learn so much more about this person if they do most of the talking.
Social Media Musts: LinkedIn is a must, as it’s a great way to connect with other professionals, and showcase your areas of expertise. UTube can let others see your personality, more so than in a post or article. Twitter and Google Places are also effective ways to showcase your knowledge.
What About Referrals? Getting to know those in your industry that specialize in an area other than yours, can net you a wealth of referrals. Joining your local bar association or other associations where you will find your select niche is an effective way to develop leads. Don’t forget LinkedIn – by posting articles, or other posts that are interesting to those in your niche, you can develop relationships that also lead to referrals.
Publicity. There’s more about your firm that you can promote than you may realize: awards, sitting on a board, certification, recognition in your field, new hires. And don’t be shy about promoting them. Many professionals feel that showcasing their accomplishments feels like bragging. That is not true. Your business relies on promoting your credibility and knowledge. It’s a business and marketing must.
Proposals. Just like other businesses, the proposal lays out the work you intend to do. Many times, these documents get too bogged down with how you will do it, instead of what you can do for the client. Revisit your proposal through the eyes of your client. If it sounds confusing and complicated, now’s the time to make changes. Remember, it’s all about them.
Don’t Do This! A total networking killer is to introduce yourself by your job title – don’t do this! It does not lend itself to more conversation. Instead, try this: “I help X solve this problem….” Much more interesting and engaging.
Do This! Remember, it’s not about you – it’s about them. Ask questions. Find out how you can help them. Get involved and engaged.
Source: KLA Marketing
