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It’s my belief that the core foundation of marketing within the professional services industry is all about pushing the right people out to market.
Ask yourself the following question: ‘Who are your rain makers and who is going to bring in the business?’
In my role, I often say to the team, that I’m like the coach at the side of the pool. I will give them all the tools they need to win the race, but I can’t win it for them. At the heart of all of this lies the fact that people connect and engage with people they trust.
Let’s look at the relationship you have with your hairdresser, mechanic or dentist. If your hairdresser moves salon, quite often you will move with him or her. She knows the history of your hair and current style, your personality and what works best for you. Over the years, she has gained your TRUST.
Certainly, having a brand with depth and longevity, one that has been built up over time, is trusted and has a ‘local’ edge is an excellent backdrop for success. However, the client will ultimately stick with the ‘person’ they trust.
In today’s world, we need to use the software tools at our disposal to help clients’ journeys be effective ones. Through the clever use of sophisticated software, the professional is then able to spend time working through business plans and forecasts with sharper focus.
When it comes to marketing it’s also important to do the core components well. These include: brand awareness, getting the offer right, story-telling, leveraging pro bono arrangements, cementing community involvement and, where applicable, supporting clients via business opportunities within the business.
So, if you can get the foundations firmly in place and build a high level of trust, then you are well on the way to achieving success.