Having spent my entire career delivering and by extension marketing my services, I have come to see marketing more as a process than a collection of inter-related activities. It also seems to me that as a process, marketing has four sequential steps: 1. Identifying and supplying your product or service (also known as branding) 2. Identifying your niche market — who will buy your product or service 3. Attracting ideal clients--generating new business 4. Satisfying your customers or clients, which includes continuous improvement Realistically, it is only by following the complete four-step process that we can generate the sustainable flow of new business that we need to support and grow our businesses. As self-employed professionals themselves, individual members understand and totally appreciate the challenges of marketing professional services. We all face the ongoing task of generating more new business.
