THE
TOP 14 LEAD GENERATION TACTICS FOR SERVICE FIRMS
By Henry DeVries
According to Harvard Business School professor
David Maister, typical marketing practices are not only inapplicable
for professional service firms but they may be dangerously
wrong.
Often professional service firm principals
tell me they are frustrated with the quality of their marketing
materials, they are concerned with their firm’s low
profile or they feel pressure because their efforts are not
generating enough new client leads. Are any of these issues
for you?
Many do not know there is a body of knowledge
about what does and does not work in marketing professional
services. A review of the works of Maister, Robert Bly, Alan
Weiss and other experts reveals a recurring theme of what
does and does not work in professional service firm marketing.
My own 20 years of practical experience in marketing professional
service firms supports these findings.
Here are the top 14 tactics that work,
but in descending order of effectiveness (I like to save
the best for last):
14. Cold calling by a business development
person (never a principal)
13. Video brochures that give how-to information
12. Printed brochures that give how-to
information
11. Sponsorship of cultural/sports events
that appeal to targeted clients
10. Advertising in targeted client industry
publications
9. Direct mail
8. Publicity
7. Seminars (ballroom scale)
6. Newsletters
5. Networking
4. Community and civic involvement
3. How-to articles in client-oriented
press
2. Speeches at client industry meetings
1. Small-scale seminars
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Copyright© New Client Marketing Institute
2000 – 2003. You may reprint
this article in any publication or Web site as long as you
credit Henry DeVries as the author and include his Web site
address, www.henrydevries.com.
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