No matter what sort of sales and marketing strategy you implement, it is highly unlikely that any of the activities will result in a direct sell. In fact, making a sale shouldn’t actually be your objective. In my experiences, it just doesn’t work like that in professional services.
The aim of your marketing activity i.e having an optimised website, running a targeted advertising campaign, implementing direct marketing, holding a conference, making “cold calls” etc etc should be to get you infront of your prospect.
Bath Marketing Consultancy sees the marketing initiatives as a means to an end not the end in themselves. You should be employing them solely for the purpose of getting you to that all-important first meeting. Yes, advertising can be sexy, design can be pretty, PR fabulous but keep the purpose in the forefront of your mind: “I want to meet that person!”
Your aim should be to meet this person (or people) before your competition does and it will undoubtedly help if a meeting takes place against a background where the marketing messages you want to convey have already entered their brain! Your marketing, therefore, is preparatory. It is implemented to soften up your suspects, to turn them into prospects and ultimately clients!