From the Horse's Mouth
A blog about marketing for professional services and small businesses punctuated by my adventures with social media and occasional posts about horses.
Why a purpose trumps a plan
January 27, 2012
Seth Godin says so much with few words:
There is nothing wrong with having a plan
Plans are great.
But missions are better. Missions survive when plans fail, and plans almost always fail.
What does it mean to have a mission? A vision? A purpose?
It’s the internal engine that keeps you moving forward, navigating the rapids of real life that upset ‘the best laid plans.’ read more »
Sales is not a dirty word
December 5, 2011
‘Sales’ is not usually the first word chosen by professionals to describe how they acquire new clients. They prefer ‘marketing’ or ‘business development.’
For example, a professional colleague said to me recently, “Everyone else is out there marketing so hard, it is essential to be out there too.” Her firm recently hired a new associate who has energized their team because he “feels responsible to actually market,” as my friend put it.
This anecdote speaks to one of the dilemmas of operating a professional services business: to do what you are good at and love to do, you need work; work comes from clients; clients come from a regular, ongoing system of practices called marketing, sales, and business development, often interchangeably.
Dear reader, are you thinking, “Duh!” to yourself? I know it is obvious, but many professionals resist doing the sales and marketing needed to have thriving businesses. read more »
Horses’ gifts to humans
November 23, 2011
I am still amazed that I was choosen by a horse. 17 years ago I was a brand new rider taking lessons, and a beautiful dapple gray gelding claimed me as his own. My life changed in dozens of ways as I stretched to learn how to care for a horse, how to ride a horse, how to be with a horse. One of the most lasting changes was in my perspective. Spending time around my horse and horses gave me a glimpse into the world from the equine point of view: the view of the herd, of run before you find out what the danger might be, the view of a prey animal who survives by constantly monitoring its environment for danger. It’s a really different world, and yet we share this world when we interact with horses. I found it deeply enriching.
Although there isn’t a particular horse who occupies my heart these days, I spend time with them whenever I can. Thanks to my friends, I can drink in their beauty, their velvet noses and dark eyes, and the sounds and smells of chewing hay. With gratitude for the experiences I have had and continue to have with horses, I’ve gathered a few stories that tell of some remarkable ways horses have given their gifts to humans. read more »
Every business tells a story – what’s yours?
November 9, 2011
They say, “Every picture tells a story.” So does every business. But is it a story you tell on purpose to attract your ideal clients?
Great experience, qualifications, prestigious awards—these open conversations, gain attention, and establish credibility, but alone they rarely win a new client.
The changing economy requires all of us to get smarter about our marketing and sales, and to use all the tools in our marketing toolbox. read more »
10 ways to position yourself as an expert
November 1, 2011
Lots of people claim to be experts. In a crowded marketplace they point to the letters after their names, the places they have worked, or their education. But most of us looking for experts want demonstrated credibility (at least I do). How do you create that?
First of all, BE the expert.
Do a great job and get references and referrals. There are no shortcuts or ways around this one. It is the first and most necessary thing to succeeding in business, especially a professional service. How you deliver is part of what you deliver.
If you stumble or fall on your face, you have an opportunity to get closer to your client if you own your mistake(s) and work hard to fix them. When you do that, you show your integrity. If you get defensive and don’t solve the problem, you burn bridges with your client and risk their grumbling about it to others. That kind of word of mouth is difficult to contain and reverse.
Be professional. Stay up to date with your discipline, technical developments, legislation, or whatever is relevant to your profession. Be conversant in the trends and issues going on within your industry and your niche in particular.
Second, the BIG idea: create content and share it. This gives others something to pass along to other people who may be looking for your kind of expertise. read more »
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As a 25-year veteran of marketing professional services, Barbara Breckenfeld is a strategist and a storyteller. She helps helps businesses grow as a consultant, marketing coach, and seminar leader.
