Marketing professional services
by Laurie Young
Running time: 1hr 13 mins
The professional services sector of the world’s economies is vast and varied. It encompasses a
wide variety of businesses whose offer is based around specialist skill or knowledge. They range from executive search
firms, recruitment agencies, legal practices and accountancy firms to consultancies in various specialities.
This industry engages in a wide range of marketing activities and spends vast sums on revenue growth. Unfortunately,
though, the nature of professional practices and the techniques they use to grow their revenues are very different to
those generally taught in marketing courses. Leaders of professional service firms take decisions about the direction
of their firm based on market insight and changing competitive landscapes; and those activities are increasing due to
unprecedented changes to law, ownership, competition and regulation. This video, based on Laurie Young’s successful book,
explores the growing knowledge and expertise in how to position, market and grow these remarkable and unique set of
businesses.
Topics included:
- Intro to Marketing a professional service business
- The industry
- The unexamined success of partnerships
- How do these businesses work now
- Demand pull
- Nature and roles of goods and services marketing
- Demand pull conclusion
- Contact Marketing
- Capability Marketing
- Corporate Marketing
- In summary