How to Create a Killer Service Marketing Program

The goal of any good "go to market" strategy is to tap into a prospect's compelling "reasons to buy" and to simplify and differentiate service offers. Too often service marketing programs start with "how we do it" rather than "Who are our target buyers? What business problems do we solve for them? What business issues trigger a need for our services? What makes us different?"

"Killer" service marketing programs start by focusing on clients and their business issues and buying triggers. Once a firm's services are properly positioned and provide value, the role of marketing is to create effective sales tools to ignite selling efforts and bring marketing programs to life. The following sections outline three critical aspects of services marketing:

1. The business development value chain
2. The impact of business development activities
3. Qualities that are most important in selecting a professional services firm