By ArLyne M. Diamond, Ph.D.
As a professional, marketing your services is more complicated than the process used by distributors of goods. Services, unlike products, are intangible.
Understanding these differences is key in determining the appropriate tools you need to effectively market and sell professional services – of any kind.
Switch gears and think of yourself as the potential buyer of professional services. Come on an imaginary exploration to allow me to demonstrate the critical nature of referrals and reputation.
Imagine that we are walking down the street in a city we are visiting together as tourists. A young kid, with a slick, glib and sleazy style is following us, imploring us to look at his selection of goods he is selling. Because he is young and cute in spite of his sleazy style, we stop and let him open his baskets for our inspection.
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