Or they may get some attention from prospects as a result of an ad, published article, or speechbut then the early attention kind of fizzles into phone tag and no real client, in the end.
So whats the problem? In most cases, theyre not getting far enough with the prospect to reveal the quality of their workso its not about their professional work. And some professionals DO have decent positioning and credibility-building things in place like client testimonials and case studies on their websites (although the latter — done effectively is rare, unfortunately).
There are a lot of things that can go wrong in the marketing and sales process. But in most cases, the key thing I see missing is a decent approach to packaging your professional services. Part of successfully packaging your services means putting what you offer into a variety of formats and “packages” that your clients need, at prices theyll pay.
Networking and asking for referrals are a waste of time (or are a lot harder), if you dont have something for prospects to easily buya choice of easy “yes’s” in the form of thoughtfully packaged versions of your...
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