Professional services are a strange beast. Many of the traditional professional services have a strange aversion to marketing in almost any form.

The landscape of professionals are slowly changing, and with that change marketing is becoming more accepted, but still subdued. If you doubt this, think back to the last time you received a telemarketing call from a doctor.

In school professionals are taught to perform their craft, with little to no guidance given to how they are to make money with said craft.

This results in educated professionals, who have invested years and decades of their time, left to figure things out on their own.

The frustration is horribly intense. To spend thousands upon thousands of dollars and years upon years of time, and the end result is that of being unprepared.

Well, I understand. In my undergraduate work I attended one class that addressed business issues. ONE! That entire class boiled down to one classic word of advice:

“You can’t bill all your hours, so charge enough to cover the non-billable time”

Wow! Tell me again how I just paid for that overabundance of advice?

I can emphasis with the small business owner. It’s hard. There are days when all you really want is to walk away for an afternoon and go fishing, or golfing, or whatever it was you expected to be doing in your “life of luxury”.

Well, here is some good news; this cloud does have a silver lining.

That silver lining is called marketing. I know, I know professionals don’t do that. It’s reserved for used car salesmen, grocery stores, and department stores.

Marketing doesn’t need to be carried out in a sleazy, underhanded way. The guy on the street that would like to sell you a “Rolex” isn’t marketing, but that is the mindset that many professionals hold. In contrast, with real marketing you will come across as helpful, thoughtful, and convenient.

Over the next few articles we will look into profitably marketing your service business.

We will touch on the following areas:

• Word of mouth (referral) marketing
• Customer Satisfaction
• Traditional Advertising
• Direct Response

Hundreds of books, articles and publications have been written about these individual areas of focus. So, these articles of overview will give you direction and enough knowledge to pursue the areas which will provide the most return for your marketing investment.

Benefits to clients

When you great bundled products or services the goal is two fold. The first goal is to provide a greater value to your client. This holds true whether you provide products, services, or a mixture of the two.

• Better Value - Increasing the value to your client if job #1 when bundling. The higher value will cause the price to reduce in significance.
• Greater Utility - By providing the client with everything they will need to purchase in one convenient package, you are able to ease the clients uncertainty, allowing for greater use of the product purchased.
• Happier Clients - Care, guidance and protection. These three ideas are the heart of your business. Providing the overarching protection will clients to enjoy doing business with you simply because they feel at ease.

Profit Points

Not only does the client benefit when you bundle your products and services, you will also increase your profit. This is the case, even if you are offering a discount.

• Higher Average Sale - When your client buys two products, which may be slightly discounted, the average order is higher, even though profit may be less per individual item.
• Higher Consumption - A client that is able to realize a greater benefit from your products will be more likely to return and purchase additional products, which will leads to….
• Increased lifetime value of the client - When your product or services are bundled for increased use and utility, your ratio of return buyers will greatly increase.

Playing in the snow is a fantastic experience for a child. From packing mounds of snow together for protection from speeding snowballs, to rummaging through the frig looking for a bright orange carrot to use as a nose on the snowman that was just created.

But it doesn’t start out that way. No, not at all.

First we have to bundle up. The very physical and very tiresome act of preparing ourselves for the frozen outdoors.

Two pair of socks, long underwear, shirts, pants, and we haven’t even gotten to the winter clothes.

As children we persevered. Knowing that all these little additions of clothing would add up to one end result. Snowballs!

It’s the same in business. No, not the snowballs. The bundling.

When you bundle your products or services together you provide a complete package. A package that will perfectly fit your clients needs.

We all experience bundling as a consumer almost daily.

How about some examples:

• You want a Coke with that?
• Cable, Telephone, and Internet from one source.
• Popcorn and Soda combo at the movies.
• Buy one, Get one free

When we combine two or more products and services for the benefit of our clients we are bundling. Just like when Moms across the country begin the process of winterizing their children to play in the snow, we as business owners need to look closely for ways in which we can create bundles for the benefit of our clients.

Coming up….. Methods to the madness ( How to bundle your products and services for profit ).

Everybody Loves Puppies!

There are time when small business feels like getting a puppy.
It’s exciting to see the new puppy jump and play, tugging on that doggy rope (that’s probably bigger than the puppy) and making little puppy noises.

It’s great, isn’t it….

Just like your fledgling business. It moves, works, tugs and pulls.

It’s great, isn’t it….

Just like the puppy that decides to make a little mess on the floor, or leave teeth marks in your brand new $300 dress shoes, a business will have it’s struggles and downsides.

Unfortunately most business problems can’t be fixed with paper towels and carpet cleaner.
Like your new puppy, your new business needs trained to do certain things.

But what? Where do you start?

A vision statement is that beginning point. 

Go back to that fledgling idea. That spark. The flash that started you on you way. That is the basis for your vision statement.

Do you want to rid the world of hunger? Provide a mansion for ever farmer in China? Well, your vision statement does not need to be that grandiose. If fact it’s best if you are a little more realistic.

For example, if your vision to open a dental office, then what innovative aspect of your dental practice will make differentiate you from everyone else? Will you make your clients more comfortable than anywhere else? Or maybe, your practice will provide services in a way that meets the needs of those without insurance coverage. If there is nothing that separates you from everyone else then you will struggle. If this is the case, you should go back to the drawing board.

Put it into words.

A vision statement is as much about the process as the goal. Something magical happens when you put your ideas and thoughts onto paper (or computer screen :). It provide additional clarity that may not have been visible.

Two Questions

These two questions will provide all the direction you need to get your vision onto paper.

1. Why Are You Here?
2. What Will It Look Like When It’s Finished?

Next, Polish Those Rough Spots

All that is really left is to keep that vision statement in your mind.
Tape it to your bathroom mirror so you see it every day. If it’s not 100% perfect you will know it and you will know why. That original idea is inside you. Pay attention to it and it will emerge.

Finally: Rinse, Lather, Repeat

The goal is to provide a clear path and reduce uncertainty, not to be set in stone.

You must revisit your vision statement often and in light of changes in your industry. To solidify why this is an important step you should interview a typewriter repair person about his business.

Now, go take little Fido for a walk before you have to buy more carpet cleaner.

Reduce The Uncertainty

The problem is this; everything changes. You can see the path you plan to travel, but what happens when the path changes? Let’s say a tree falls in that path, blocking the way?

Do you turn around?
Go around?
Buy a chainsaw?
Change directions?
Start looking for a new business?

No, your vision statement provides you with the end goal, from which you can derive the next step.

This is the real reason of a vision statement. Provide guidance, direction and focus when things may be unclear. It reminds you of the goal that is to be achieved.

Provide A Clear Path

With vision, you are able to see the path set before you. You can look down the path, noticing the spots where the trail turns a little to the left, or the rough place where the tree roots could cause you to loose your step.

Now, just because your vision is clear it doesn’t mean that everything is going to be like ice cream and teddy bears. Not even close, but can you imagine traveling a winding path without even being able to see where you are going.

Provides Motivation

Along with providing a clear path, where the uncertainty is reduced (but not removed), your vision statement comes with the added benefit of building motivation and momentum.

Anyone who has owned a small business knows that there are days, weeks, and sometimes even months where things go wrong. That trusted supplier is getting behind on your deliveries. Or your best client just informed you that they would no longer need your services. Whatever the case may be, at times you will need something to motivate you and your team.

Your vision statement should help provide that motivation, taking your eyes off of that fallen tree and giving you the strength to look past it, shake the dust off and keep pushing forward.