How to market your professional services

 Entrepreneurial and creative mindsets often gravitate to consulting and contracting professional services to reap the benefit of the many opportunities to transact business according to unique business models. This is not effective unless there is successful marketing in place with proper skills and services that will enhance the marketing efforts. Client-centered marketing involves conducting a SWOT analysis to prioritize essential business functions on the premise that clients expect to purchase an experience rather than a service. 

This model includes referrals, networking, targets of opportunities, and promotional leads to business expansion. Whether as an individual with expertise or an extension of an existing business with limited staff, identifying targeted demographics and reaching that audience are essential marketing components. Reputation, reasonableness of service, business longevity and accessibility are key factors in the marketing process. Networking is unique to each consultant, and depending on the services offered, can range from establishing professional affiliations and public speaking, to a targeted telephone conversation or personalized letter. Advertising a business with brochures, social media, and online positive client feedback establish credibility and contribute to overall business growth.

Cogent and concise writing is required to communicate with clientele, write contracts, and outline proposals. Any writing is a prudent investment of time because the consultant has an ethical obligation to articulate the scope of services, fees and payment expectations, and terms to modify or cancel services.

References:

Chan, P. S. (1992). How to market your professional services: A strategic approach. Management Decision, 30(7), 46.