Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
There are two main types of market research – quantitative research involving collecting a lot of information by using techniques such as questionnaires and other forms of survey. Qualitative research involves working with smaller samples of consumers, often asking them to discuss products and services while researchers take notes about what they have to say. The marketing department will usually combine both forms of research.
The marketing department will seek to make sure that the company has a marketing focus in everything that it does.
If you are going to attract more clients to your professional service business you must market those services. But you can’t market haphazardly and expect consistent results. You must market according to proven principles. This brief article outlines those principles and gives the owner of a professional service business the keys to growing their business with less struggle and effort. Most of us know the fundamental activities of marketing – networking, writing, speaking, sending emails, etc, but we rarely see it as a game with very specific rules that lead to attracting clients on a consistent basis. If marketing is a struggle for professionals, not only don’t they understand the game of marketing, they have a poor attitude about it.
And this attitude, or what I prefer to call Mindset, colors our approach to marketing and tends to result in us avoiding most marketing activities.