There has never been a more important time than now to re-assess business development, sales and marketing programs to ensure your marketing focus is very selective. That’s best done by test marketing your service or product.
Major corporations never think about introducing a product without first testing it. Professional service organizations, on the other hand, never test market their services. They’ve been cruising on a development bubble for years and felt it wasn’t necessary. It is now.
There is a way to test market your services and respond directly to client needs with minimum marketing and business development costs while still increasing business.
You must begin with an unbiased audit of your present marketing and client retention programs. This is best accomplished by a seasoned, independent business development consultant. Once the audit has been done the consultant will have a clear understanding of exactly how you market your services, what your key people see as your strengths and weaknesses, how you see yourself in the marketplace and how you feel you are perceived by potential clients. This is the basic information you need to start the process of blending your present marketing and business development initiatives with client trends, past, present and future, into a marketing program that is so focused, so accurate and so successful that it never fails to increase business and profits. continue reading »