Professional Services Leadership, Marketing & Rainmaking
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Oily. Smarmy. Phony. Mendacious. Two-faced…
Right or wrong, these words are often associated with salespeople. They are also the first words that come to mind for many consultants (along with images of the overly aggressive, overly slick, walking sales cliché) when they learn they need to sell.
There’s no shortage of advice about which strategies work or don’t work for services marketing. Yet they seem to conflict with each other regularly. So what’s the scoop? Which ones work?
It’s less a question of which ones work than it is which ones will work for you given the dynamics of what you sell. Answering that question requires many considerations, but there’s one that many firms overlook: whether the service they offer is demand driven or demand driving.
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