In today's economy, all companies are focused on measurable return on their investments - including PR. This is a particularly vexing issue for professional services firms,
such as real estate consultants, law firms - and even PR firms. These firms need to focus on the real, immediate PR need - sales support and executive visibility.
PR can play a strong sales support role, compressing the sales cycle and demonstrating the firm's industry expertise. Many professional services firms are using external
communications to provide information that addresses a return to business fundamentals, preparing their clients and prospects for the inevitable upswing in the market.
PR can also be an effective vehicle for direct client acquisition. Not surprisingly, most prospective clients identify professional services firms they wish to retain in three
ways:
- Referrals from trusted sources
- Events or conferences organized by professional organizations
- Research in the trade and business press
The dominating factors influencing this selection process include industry expertise, reputation, depth of resources and third-party validation.
Therefore, in building communications campaigns that support a professional services firm's customer acquisition programs, the following goals must be accomplished:
- Build partner relationships with prospects in intimate business settings, such as sponsored events.
- Demonstrate partners' industry expertise, firm's reputation and depth of resources in a low-pressure educational environment. For example, Strategic client Plexus
Scientific, a government IT consulting firm, set up a conference for government accessibility administrators. During that conference, Strategic staffers qualified six hot sales
leads, considerably shortening Plexus' sales cycle. - Establish third-party credibility.
- Leverage the firm's strengths and existing culture.
- Create a model that can be repeated across all of the firm's practice areas.
The communications program should "surround" the prospect with information important to their business needs. An educational event, combined with pre- and post-event promotion
and coverage, can create third-party credibility and lead to key business introductions. When used together with direct sales efforts, this program can have a true positive impact
on the sales cycle.
In your attempt to generate more sales and add new clients, don't forget your existing clients. Existing clients are often overlooked when it comes to generating new sales.
Professional services firms have excellent opportunities to cross-sell services to their clients as they grow and mature. Making sure that your communications reach your already
established customer base ensures they will be educated on all the services you provide, enabling you to generate new sales even as you build your prospect list.
Marc Hausman ([email protected]) is president and CEO of Strategic Communications Group in Silver Spring, Md.