When I surveyed CEO’s years ago, I asked; what is it that worries you? A common answer was ; not knowing about something new that could help my business, help us grow quicker and more profitably. I have to admit that makes me anxious as well. What if what has my hair on fire today has already been solved by someone else (in my experience is always has) and I am suffering needlessly?Wasting time trying to solve a problem already solved? I received a copy of of the book: Professional Services Marketing in the mail , second edition, and found it helps solve that common problem business leaders share as it relates to marketing.
I enjoy receiving new books, new thought leadership in the mail. I often have authors reach out asking me to read their book and talk about it in my network communities and in my blog. When the team from Hinge Marketing contacted me about their new book I could not wait to receive it as I follow their content on a regular basis and find it smart and easy to apply. The good news when you love reading is that you are always learning something new. I had a mentor at Frito Lay once say; remember Mark, Leaders are Readers, and that has stuck ever since.
A common problem in service businesses is marketing. I have served a number of service related businesses; marketing and advertising firms, a third party administration firm for retirement benefits, financial advisers, attorneys, the market leader in product management and marketing seminars for high tech companies, internet marketing and blog service providers, PR firms, a podiatrist, a chiropractor, a software company that helped doctor’s offices become paperless, and sat on church boards ( the ultimate service business if you ask me)…to name a few and marketing was always a struggle. The most ironic of those were the marketing and advertising firms as well as PR firms who sold marketing services and created strategies to help businesses grow for their livelihood, but they struggled to market themselves. This gives me pause ….why? and what can be done to solve this market problem?
You do not need to figure this one out on your own…
Read the book: Professional Services Marketing, How the best firms build premier brands, thriving lead generation engines and cultures of business development success.
The authors; Mike Schutz ( co-president of RAIN Group) , John Doer ( co-president of RAIN Group ) and Lee Frederikson ( Managing Partner at Hinge) are seasoned professionals who learned how to serve their clients in the trenches, out in the markets with the rest of us. They are not theoretical but practical in their approach and application of the principles they share in this book. Their content is research based and I have followed their thought leadership independently for some time.
I must say I was skeptical when the book arrived (sorry guys) as I am a huge fan of the first edition of this book and I wondered how they could make it any better. I still have my copy highlighted with notes to myself in the margins. I remember buying copies of it when it came out in 2009 and sending it to clients and would be clients who were are struggling with how to market their services. However what I found was this second edition was needed as the authors point out;
In the old days, professional service firms could survive without much marketing effort. Put together a team of good people, deliver strong services to clients, and you might get by just fine on repeat business and client referrals. ..today you also need smart, effective marketing and a culture of business development success to attract a steady stream of clients and grow your business in an increasingly competitive world.
The second edition continues their field tested , research based approach to providing advice you can apply but also adds content about social media marketing, the importance on line marketing plays and they share case studies by market leaders we all know and admire. In one chapter they discuss; The battle to attract and retain a quality workforce is a key success driver in many professional services firms. Having lived in this world, when the authors share their thoughts on topics like this it immediately makes them credible….they have walked in my shoes and their content resonates with me. In another chapter they share what I refer to as politically incorrect secrets of most service firms; they spend way too much time focused on their competitors and not enough time understanding their ideal client and their problems. Been there, done that, lived that, helped my clients through that.
After finishing the book I have only one criticism: what this book shares is not just true for “professional service firms” but all the companies I have served. Many industries face the same problems and all would value reading this book and applying its principles. I hear the authors saying; “what Mark did you miss the chapter on identifying and focusing on the best market?” No, I did not miss your point and I believe in what you are saying. However what I have found is businesses from large manufacturers of mechanical equipment in the B2B market to B2C consumer product companies would value the advice found in this book. The reality is none of us are in the widget making business, we are all serving our markets, solving their problems while identifying the new ones that arrive. The sooner businesses adapt to what I teach in my seminars; “serve don’t sell” the faster they will see rapid, profitable growth. I think every church pastor needs a copy of this book. You solve so many problems for people ….if they only knew….that’s a marketing problem that has already been solved in the wisdom in this book.
I highly recommend you add the second edition of Professional Services Marketing to your list of books within arms reach of your desk. You will find yourself reaching for it often for practical advice that works in the markets we serve today just like the book: Crtl Alt Delete that I shared a few weeks ago.