The Best Path to Profitability for Professional Services Firms—An Interview with Randy Shattuck

RainToday.com's Podcast: Marketing & Selling Professional Services

Acquiring new clients doesn't necessarily lead to profitability. Often it's better to sell new services to existing clients than it is to sell existing services to new clients. But getting clients to buy additional services—and at the price you're asking—means signing on ideal clients who believe you offer great value. You do that by building a value proposition and brand, says Randy Shattuck, senior marketing executive and founder of The Shattuck Group.

"The more you build your brand, the greater the likelihood that you're going to get the right deals with ideal clients with high profit per deal," says Shattuck.

Listen as Shattuck explains how just-in-time marketing such as search engine optimization does not work for professional services, why firms must build their brand over time, and why the perfect time to do that is now.