Professional service marketers have long agreed that their mode of marketing is much removed from the work done by most marketing executives.  Let’s face it – people go about choosing a lawyer or accountant much differently than they decide which brand of laundry detergent to throw into the machine. 

In fact, professional associations have sprung up over the years to address the unique needs of the professional service marketer.  The Legal Marketing Association allows marketers to exchange ideas and learn from each other.  And, the Society for Marketing Professional Services (SMPS), an association which brings together architectural, engineering, planning, interior design, construction, and specialty consulting firms, has even developed certification for marketing professionals who are “recognized as individuals who have met a rigorous standard of experience and expertise in marketing professional services”.

So – how do we go back to the fundamentals and apply the four P’s of Marketing to professional service marketing? 

Let’s start with Product.  Our core product is our organizations’ talent – hampered in many instances by the personalities they bring with them.  This is where the real challenge lies.  How do you market a truly talented attorney who is resists your efforts?  Relationship management, the cornerstone of professional service business development and a key function of the marketing process, should be an activity in which the marketing department is fully engaged.  Begin by developing a strategic plan that clarifies business objectives and aligns them with customer expectations.  Then, as you implement the plan, constantly measure outcomes and share the stories of your victories. 

Adding to the challenge, specialties are a form of product – an architect might specialize in residential or institutional design.  Marketers must package specialties to appeal to clients.   And then there are the service modules that we as marketers develop in order to increase revenue for our organizations.   This might be payroll services offered by an accounting firm which carries a fixed cost. 

Once we identify our products and the benefits they offer to our clients, we’re off to a good start.  

Price is something that generates a great deal of angst for clients.  How do you assign a value to a professional service?   Prices are all over the map – some professionals who are extremely talented have not established prices that reflect the value they bring to clients, while others are exorbitant in their pricing structure. 

Many in the legal profession are currently evaluating alternate billing in response to corporate counsel that find themselves justifying budgets for outside legal help.  Rather than the traditional billable hour, firms are looking at creative measures such as blended fees.  A couple of bloggers provide us with the most current discourse regarding the subject – Matthew Homann’s “the [non]billable hour” and Tom Kane’s Legal Marketing Blog provide insight into how even the largest firms are approaching the issue.   

When the typical marketer considers placement, they refer to how the product is disbursed to the customer.  The ultimate challenge of the professional service marketer is positioning the professional so that she is in front of potential/current clients in a manner that portrays her expertise, allows her to develop relationships and still leaves time for her to meet client expectations through the delivery of exceptional work.  And, let’s not neglect to take into account her need to balance her lifestyle and have quality family time.    

There are many tools at our disposal – networking events, speaking engagements, articles, books, and expert positioning with the media leading to interviews.  Marketers have to take into account the professional’s work load, their tolerance for extended hours, and their social talent.  Then, strategic plans for each professional need to be developed with a timeline for implementation established.

Promoting a professional service is not as easy as advertising “Buy One – Get One Free”.  Defined as a strategy that stimulates a customer to take action toward a buying decision, Promotion in the professional service sector takes an entirely different approach.  As marketers, we must partner with our professionals to identify client needs and create solutions that help them to achieve their business objectives. 

Client interviews open a new world of possibilities to marketers – getting inside our clients’ heads allows us to mold our services to meet expectations.  We’ll be better positioned to offer essential products, at competitive price lines, that will increase revenues for our firms.  I’m especially impressed with the work of The Wicker Park Group, which has demonstrated the power of client interviews and client growth programs.   

There is another challenge that professional service marketers face which doesn’t fall under the four P’s of Marketing.  Many times we are charged with guiding the professional development of our stable of professionals.   Granted, they first need to learn their business – serving as an associate, learning from more seasoned professionals.  Then, we need to judge when these young professionals are ready to step upon the treadmill of marketing their services.  Some of our students are eager – maybe a little too eager.  Many show great promise, and many are terrified. 

Entering into the realm of professional service marketing is a great challenge.  And, while at times it pays to refer to the basics of marketing, we must recognize that professional service marketers hone specific skills that lead to their companies’ success.  I have nothing but great admiration for those marketers that have chosen a career path with professional service organizations.  Not only is it more difficult to differentiate their organizations, in many instances they are hindered by archaic rulings that limit their efforts.    

For several years now, I have followed the ongoing discussion regarding alternative billing in the legal profession.  This has been especially of interest since entering the world of consulting several years ago, as the firm I joined also billed clients by the hour. 

When I launched EnSpire Communication Consultants, I knew that I didn't want to bill clients by the hour, but would prefer to be measured and compensated for the quality of the services we provide and the benefits enjoyed by the client.  I've endured much discussion regarding the inherent risks and have put in place some project management tools that track costs, including time.  

Deciding to embrace alternative billing will benefit clients as their marketing communication budgets become easier to manage.  At the same time, we at EnSpire will be forced to become more efficient in managing client expectations and our time in order to maintain adequate profit margins, all while providing value to the client.   

A recent post by Jim Hassett on his Legal Business Development blog reinforced some of the many reasons that alternative billing appeals to me and should benefit my clients ...

“Simply put, the overreliance on billable hours by the legal profession:
• results in a decline of the collegiality of law firm culture and an increase in associate departures
• discourages taking on pro bono work
• does not encourage project or case planning
• provides no predictability of cost for client
• may not reflect value to the client
• penalizes the efficient and productive lawyer
• discourages communication between lawyer and client
• encourages skipping steps
• fails to discourage excessive layering and duplication of effort
• fails to promote a risk/benefit analysis
• does not reward the lawyer for productive use of technology
• puts client’s interests in conflict with lawyer’s interests
• client runs the risk of paying for:
— the lawyer’s incompetency or inefficiency
— associate training
— associate turnover
— padding of timesheets
• results in itemized bills that tend to report mechanical functions, not value of progress
• results in lawyers competing based on hourly rates”

Given the current state of our economy and the pressure that businesses are under to justify expenditures, it is time to explore alternative billing options within all professional service sectors.   

While at dinner with a good friend the other night, conversation led to exploring the differences between perfection and excellence.  While aspiring to perfection, I've long been convinced that excellence should be the true goal.  The problem is that attaining perfection takes an incredible amount of time - time that is then lost. And, especially in communications, perfection is in the eyes of the beholder - so how will you ever really know if you've attained perfection? 

Now, that said - there are some professions where perfection should be the goal.  Obviously, I want a surgeon to operate perfectly.  And, we know the price that can be paid if the shuttle crew at NASA doesn't strive for perfection.  However, in the world of corporate communications, opportunities are often lost when a team becomes too focused on perfection rather than excellence.   

This morning, while skimming the many blogs I follow, I ran across yet another valuable list posted by Tom Peters  - The Top 27: Twenty-seven Practical Ideas That Will Transform Every Organization.  Take a look at number 27 - EXCELLENCE ALWAYS! (What else?)

Time really flies when you're having fun - I'm sure you've heard that before.  It's been nearly a month since I posted and it's hard to believe we're already entering the holiday season.  I've had a busy month - networking, following up business leads, completing a couple of small projects and reorganizing my office.  On top of which, Bill and I enjoyed several days in New York.  If you get the chance - go see Equus on Broadway.  Very provocative - I highly recommend it.

Another highlight of the past month was attending National Philanthropy Day, sponsored by the Association of Fundraising Professionals (AFP).  A gentleman for whom I have a great deal of respect, Jim Hinson of Dr. Phillips Charities, was honored for the important role he has played in central Florida's philanthropic community over the past 50 years. 

As my business continues to evolve, one thing that gains in importance is providing value.  Consequently, a good bit of my time over the past month was spent in researching and defining the details of a plan that will result in a series of articles.  My objective is to provide valuable information that business professionals can really use.  Plans are to post the articles to the Web site and incorporate them into a newsletter.  At the core, all the articles will be aimed at helping professionals to align their communications activities with business development objectives.  

Too many times, I hear business leaders talk about reworking a Web site or developing a new piece of marketing collateral without being able to articulate the strategic underpinnings of the tactics.  I've also seen marketing directors deny the reality that marketing has evolved into a conversation and that every employee and customer contributes to that conversation in one way or another.  It's my hope that through this series of educational articles, executives will have access to information that will provide guidance in developing the components of a strategic communications plan. 

So, with that said - enjoy the rest of your week and have a Happy Thanksgiving!

I just returned from a short trip to spend some time with my Dad.  As he nears his 83rd birthday, Dad spends more and more time recalling past years.  The details in his recollections have become more crisp and compelling.  His life's lessons more relevant.  Especially today – as we awaken to even more dire economic predictions.   

A child of the Great Depression, Dad shouldered many responsibilities as the oldest of eight children.  Like many young boys, he began earning money by cutting grass and performing other odd chores for neighbors.  He held his first regular job at 14, delivering ice to businesses and residences in Tampa Florida.  It was hard work for a young man, but the gentleman he worked for was good to him. 

In those days, Tampa was a small town and Dad's hard work was soon rewarded as he was offered a better paying job driving a truck and making deliveries for local businesses.  He recalled hiring day laborers off the side of the street, the bustle of the local port, and the narrow alley-ways that had to be negotiated during deliveries. 

Shortly before Dad’s 16th birthday, the Japanese launched its attack on Pearl Harbor.  Not long afterward, he enrolled in the St. Petersburg Maritime Service Training Station and eventually shipped out as a Merchant Marine. 

Today’s uncertainties have many people looking back to the Great Depression in fear that we may be on the cusp of the deepest, longest recession since that time.    

As I listened to my Dad, it became apparent that honesty, hard work, courage and leadership were the underlying strengths that sustained him throughout his life.   Today I can’t help but think that these very same attributes are what will help us endure the difficult times ahead. 

Today is the first full day that I am devoting entirely to this new venture ... EnSpire Communication Consultants.  Many people have asked me why I am launching a new business - especially in light of the fact that I loved the work I was doing at my job with Curley & Pynn.  And an unstable economy seems to make my timing suspect.  True, I already miss the great people I worked with and the clients that I came to know and love.  In fact, right now, I feel a little adrift with no client work to accomplish.  But that's not to say that I don't have a lot to do. 

This is an exciting time and I feel blessed to have the support of my family and friends.  So, why am I doing this?  Because it's time to harness all the diverse experience I have and creatively channel it into something that helps companies grow and prosper.  Because I have some deeply held convictions about client service.  Because I want to build something that provides opportunity to other people that are searching to do fulfilling work that makes a difference.  And, because I have always felt the call of entrepreneurship.

So ... let the journey begin.