According to Wikipedia, Professional services are technical or unique functions performed by independent contractors or organizations comprised of consultants whose occupation is the rendering of such services. While not limited to licentiates (individuals holding professional licences), the services are considered "professional" and the relationship may range from partnerships, to firms or organizations as well as to individuals.

Examples of professional services organizations include: architects, engineers, general contractors, landscape design architects, building designers, electrical and mechanical engineers, law firms, medical enterprises, insurance companies, authors, speakers, educators, and non-profits that deliver community services.

Prospects select to patronize professional services organization based on the organization's experience, knowledge, reputation, ethics, creativity, and contribution to the community. Price for services may be a secondary factor in the selection with the emphasis on expertise and reputation.

Professional Services organizations are involved in activities that are highly transactional in nature, frequently requiring eCommerce, eMarketing, and intelligent outreach strategies, all areas where brandUNITY excels.

How is Professional Services Marketing Different?

Successfully packaging expertise has special challenges; it involves selling the invisible, that is, selling possibilities that will be nutured through the selected affiliation. Prospects need to be aware of and believe in the intellectual capacity of the consultants and organizations they patronize. Value is based on perception about intangible qualities that the professional services orgnization offers, that is, potential end-results that are derived through exemplary research, intelligent strategies, and superior analysis. We call this selling mindshare. Here are some critical differentiators:

1. well-recognized, credible expertise is the branding goal of professional services marketing
2. valuing professional expertise involves perceptions and beliefs that are not visible or directly tangible, presenting special promotional challenges
3. the relationship between the professional services organizations and their customers is the critical success factor
4. demonstrated expertise, solving diverse customer needs is a valuable asset for professional services organizations

brandUNITY helps professional services organizations target, extend, and establish their value to decrease price-sensitivity, increase targeted inquiries, and expand marketing efficiency.

Subscribe to brandUNITY eFAQs:
Strategies for building online presence and keeping on top of the web.