In this post, a sales and marketing manager for a small tax consultant office asks, "How can I get our tax consultancy noticed?". This post reminded me of a small, but important, mental shift that will improve the effectiveness of marketing your professional service firm. That shift is to stop focusing on what you think is important and focus on what is important to the customer.
I often get questions similar to this quote form that post:
"We are thinking of having some kind of events or such to let people know who we are and what we can do."
All too often I see this "We" marketing – We can do this or that, We have 20 years experience, We have been specially trained, etc. The inference is "because we have these experience and special skills, we can solve whatever problem you may have".
Most professional service firms think that their years of experience and training is what is most important. Touting our credentials is our way of proving our competence. Competence is not a differentiator, it is an expectation.
Every firm says they are experienced. New firms just tell you about all the experience they had before starting their own firm.
Customers do not hire professional service firms using the same criteria that your firm uses to hire a new professional. But you wouldn't know that from looking at most firm's marketing materials.
Your prospects do not want to buy your "wonderfulness". They want someone to solve their problem. So change your focus from yourself to your prospect. Demonstrate that you understand their problems. Tell them about your special 5 step process that prevents this problem from happening in the future. Provide proof (testimonials and case studies) that you have solved this problem for people just like them.
Focus on understanding and solving the problems faced by your ideal customers and you will get noticed. Take care of your customers and let them tell others how wonderful you are – They Will!
