Winning in Professional Services

In this episode of Winning in Professional Services, we explore the significance of client relationships and the strategies to build and maintain them. In professional services, retaining clients is crucial for growth, and we discuss how a robust onboarding process, proactive touchpoints, and thoughtful gestures can transform client interactions. We delve into the importance of documenting client information, the periodic checking of client satisfaction, and the role of personalized gifts in strengthening relationships. Additionally, we touch upon effective referral programs and how maintaining a strategic yet human approach can lead to sustained business success. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction 00:53 The Importance of Client Retention 02:33 Effective Client Onboarding 07:41 Documenting Client Information 10:47 Maintaining Ongoing Client Relationships 15:27 The Power of Thoughtful Gifting 21:19 Leveraging Referral Programs 25:18 Conclusion and Final Thoughts

In this episode of Winning in Professional Services, we dive deep into the critical importance of differentiation in commoditized markets. Whether you're running a law firm, an architecture firm, a marketing agency, or any service-based business, standing out is crucial. We share practical examples and strategies for identifying your edge, committing long-term, and targeting niche markets. You'll hear real-world success stories, learn about the pitfalls of dabbling, and understand the power of tackling the hard tasks other companies avoid. Join us for actionable advice to avoid becoming 'vanilla' and to future-proof your business against the competition. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction to Differentiation in Professional Services 01:40 Examples of Effective Differentiation 03:52 The Pitfalls of Copycat Strategies 09:48 Understanding True Differentiation 14:52 The Importance of Specialization 18:10 Challenges and Strategies for Small Businesses 28:00 Identifying Unique Business Opportunities 29:01 Finding Your Competitive Edge 29:35 The Value of Doing the Hard Things 31:39 Challenges in Targeting Difficult Clients 33:22 Strategic Market Entry and Differentiation 39:28 Avoiding the Pitfalls of Dabbling 44:58 Commitment to Long-Term Success 49:12 Final Thoughts and Call to Action

In this episode of the Winning in Professional Services podcast, we dive into the critical questions that clients often ask before engaging with a professional service company. We explore three fundamental questions: "What's in it for me?", "Do I like and trust this company?", and "How do I get started and what happens next?". We share insights on how to clearly communicate the benefits of your service, build trust through specialized understanding and transparent communication, and outline the onboarding process to set clear expectations. Join us for practical advice on enhancing client relations and successfully closing deals in the professional services industry. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction 00:55 Understanding professional service companies 02:07 Challenges in client relationships 03:05 Key questions clients ask 04:56 Focusing on benefits over features 09:23 Building trust with clients 21:07 Effective client onboarding 26:32 Conclusion and final thoughts

In the inaugural episode of the Winning in Professional Services podcast, Matteo Trovato and Scott Pressimone discuss the often-overlooked dangers of hiring employees at below-market rates. They cover three primary pitfalls: not hiring soon enough, compensating below market rate, and creating hybrid roles. Sharing their own experiences and observations, they provide practical advice on setting a realistic budget, prioritizing hires, and avoiding common hiring mistakes. They also touch upon the importance of transparent job descriptions and considering performance-based compensation structures to attract top talent. Connect with Scott and Matteo on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 0:00 - Introduction 1:00 - Different ways of "hiring cheap" 5:54 - Pitfalls of creating hybrid roles to save costs 10:50 - Setting realistic budgets 13:59 - Identifying the exact problem to be solved when hiring 24:29 - Consider hiring a leader first who can build a team 30:35 - Setting realistic expectations for new hires 39:23 - Hire slowly, fire quickly 42:51 - Tips for optimizing job descriptions to attract the right candidates 51:50 - Adapting compensation plans to attract high-talent individuals

In this episode of the Winning in Professional Services podcast, the focus is the ROI of networking for professional firms. The discussion highlights networking as a crucial activity for growth and the difficulties quantifying its value. We address common misconceptions about short-term ROI and emphasize the importance of building long-term relationships. Key topics include the benefits of face-to-face meetings, accessing hidden opportunities, providing advice, and the importance of building genuine connections. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction 00:10 The importance of networking ROI 01:12 Misconceptions about networking ROI 01:51 Building relationships through networking 04:23 The real value of networking 09:46 Accessing hidden opportunities 14:06 Giving and getting advice 18:03 Networking vs. other marketing strategies 20:28 Effective networking tips 30:28 Choosing the right events 37:01 Conclusion and final thoughts

In this episode of Winning in Professional Services, we discuss the crucial aspects of knowledge sharing within a company. We cover two main perspectives: staying informed about day-to-day operations across teams and having well-documented processes to ensure smooth onboarding of new employees. Discover strategies to manage knowledge effectively and maintain seamless operations during employee turnover. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ Timestamps: 0:00 - Episode introduction on knowledge silos 6:05 - Key downsides of knowledge silos 7:10 - Impact on new hires and onboarding 14:35 - American vs European company cultures 20:41 - Quick wins for reducing silos 22:38 - Importance of daily stand-ups 28:43 - Methods for tracking stand-ups 34:40 - Documenting processes and SOPs 37:54 - Cross-team collaboration strategies 39:42 - Closing thoughts on maintaining structure

In this episode of Winning in Professional Services, we dive into the critical role of offering guarantees in the professional services industry. We discuss how guarantees can help mitigate client objections and drive more business, even in high-risk industries. We provide real-world examples from B2B and B2C perspectives, examine the psychology behind buyer risk aversion, and offer practical advice on structuring guarantees to minimize potential losses. Join us as we explore the benefits, challenges, and strategies for implementing effective guarantees in your service offering.

In this episode of the Winning in Professional Services podcast, we discuss the differences between lead generation campaigns and brand marketing campaigns. As we explore the benefits and drawbacks of each approach, we also consider the implications for professional service companies offering high value services and the importance of a balanced strategy. Join us for a conversation filled with practical tips for executing smart outbound efforts, leveraging content to build credibility, and maintaining a sustainable marketing approach to guarantee long-term business success. ⏱️ Timestamps 00:00 Introduction 00:10 Short term vs long term marketing approaches 00:28 Challenges of quick results in marketing 01:52 Scott on marketing strategies 04:06 Lead generation tactics 06:18 Brand marketing and demand creation 09:07 Combining lead generation with brand marketing 18:32 Smart outbound strategies 28:56 Matteo on outbound approaches 37:57 Conclusion

In this episode of Winning in Professional Services, we tackle the burning question: Are webinars still relevant in today's marketing landscape, especially for small to mid-sized professional services businesses? We dive into the impact of the COVID-19 pandemic on webinar popularity, share our thoughts on the enduring effectiveness of webinars, and discuss best practices for making them engaging and valuable. Join us as we explore promotional strategies, the importance of relevant topics, and how to build trust with your audience through high-quality webinar content. Tune in to learn how to leverage webinars to attract and retain clients in the professional services industry. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction 02:25 Personal Experiences with Webinars 06:11 Effective Webinar Strategies 15:53 Promoting Your Webinar 25:47 Engaging Your Webinar Audience 32:02 Leveraging Webinar Content Post-Event 38:04 Final Thoughts and Best Practices

In this episode of the 'Winning in Professional Services' podcast, Matteo and Scott discuss the importance of building and effectively utilizing email lists as primary marketing channels for professional service companies. They discuss the value of email as a durable communication tool with prospects and clients, the importance of list maintenance, and strategies for list building and segmentation. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps 00:00 Introduction to Building Email Lists 01:31 Common Challenges and Misconceptions 02:12 Strategies for Building an Email List 06:03 Leveraging Digital Assets for List Building 10:03 Creating Effective Lead Magnets 16:30 Testing and Optimizing Lead Magnets 25:33 Segmentation and Personalization 38:48 Advanced Email List Strategies 43:35 Conclusion and Final Thoughts

In this episode of Winning in Professional Services, we discuss the significance of humanizing your brand in a competitive market. We delve into what it means to make your company feel like a real, personable entity rather than a faceless corporation. Topics covered include showing real people and personalities, being honest and upfront, and standing for core beliefs. We also share practical strategies for humanizing your brand, such as avoiding stock photos, using videos, conducting employee interviews, and maintaining regular, face-to-face communication with clients. Join us for actionable advice on building trust, authenticity, and emotional connections with your audience. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction to Humanizing Your Brand 00:37 Defining Humanizing Your Brand 02:15 The Shift in Brand Perception 04:21 Building Trust and Authenticity 05:15 Personal Experiences and Insights 10:08 Practical Steps to Humanize Your Brand 11:27 Using Media to Showcase Values 13:14 Engaging Content and Social Media Strategies 21:14 Maintaining Human Connection Post-Sale 22:54 The Power of Personalized Communication 27:47 Final Tips and Photo Shoot Ideas 34:16 Conclusion and Call to Action

In this episode, we discuss actionable strategies for professional service companies needing to generate new business within a 30–60-day window. Whether you're falling short of quarterly goals or looking to quickly build your pipeline, this episode offers two key approaches that don't rely on traditional marketing tactics. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 0:00 - Introduction 1:04 - Common pitfalls when companies miss revenue goals 4:30 - Why marketing isn't the best solution for immediate results 5:29 - Strategy #1: Leveraging existing resources 8:34 - The importance of personalized outreach 13:00 - Tips for effective client reengagement 16:34 - Discussion on pricing strategies 22:24 - Strategy #2: Developing referral programs 28:44 - Tips for gamifying referral programs 33:07 - Best practices for simple, effective referral programs

In this episode of Winning in Professional Services, we discuss the balance between inbound and outbound marketing. We emphasize the value of creating engaging content that attracts prospects (inbound) while also utilizing proactive outreach strategies (outbound). We dive into the benefits and challenges of each approach, share tips on effective content creation, and explore innovative ideas like starting a podcast or getting on stage. Learn how inbound can support outbound efforts and why having both strategies is essential for your business growth. Join us for practical insights and actionable advice on enhancing your marketing strategy. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction and Episode Overview 00:59 Defining Inbound and Outbound Marketing 02:45 Benefits of Inbound and Outbound Marketing 06:30 Disadvantages of Inbound and Outbound Marketing 10:21 Maximizing Your Inbound Strategy 11:29 Leveraging Public Speaking and Podcasts 22:57 The Importance of the Business Owner's Presence 27:50 Integrating Inbound with Outbound Efforts 35:18 Conclusion and Call to Action

In this episode of Winning in Professional Services, we discuss whether professional service firms should display pricing on their websites. We explore the benefits of price transparency, common objections, and practical ways to present pricing information. From building trust with prospects to qualifying leads more effectively, we share insights on why showing prices can be a competitive advantage. We also provide tactical advice on different approaches to displaying pricing, from calculators to scenario-based examples. Connect on LinkedIn:Scott Pressimone: https://www.linkedin.com/in/scottalanpress/Matteo Trovato: https://www.linkedin.com/in/matteotrovato/Winning In Professional Services: https://wipspod.com/Growth Connect: https://growthconnect.io/RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 0:00 - Introduction 2:58 - Common objections to showing prices 5:02 - The problem with price ranges 6:54 - Value-based pricing vs transparency 10:56 - Benefits of showing prices 18:17 - Practical ways to display pricing 21:42 - Using case studies and ROI examples 24:29 - Positioning your pricing in the market 25:58 - Creating pricing scenarios 27:35 - Final thoughts and recommendations Join us for an insightful discussion aimed at helping professional service firms make informed decisions about their pricing transparency strategy.

In this episode of Winning in Professional Services, we explore the hot topic of whether it's worth hiring or outsourcing to a marketing agency. We discuss the possible biases as insiders in the industry and share honest insights on the pros and cons of working with agencies. We cover scenarios when it makes sense to hire an agency, the benefits you can expect, and the limitations you should be aware of. We also provide practical tips for ensuring a successful partnership, from setting clear goals to doing thorough due diligence. Join us for a dynamic conversation aimed at helping you make the best decision for your professional services firm. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction to the Hosts and Topic 00:49 Matteo's Experience in Marketing Agencies 03:17 Scott's Perspective as a Fractional CMO 04:02 When to Hire a Marketing Agency 08:04 Benefits of Hiring a Marketing Agency 12:37 Limitations of Marketing Agencies 23:13 Considerations for Professional Services Firms 33:49 Tips for Hiring a Marketing Agency 43:13 Conclusion and Call to Action

In this episode of Winning in Professional Services, we dive deep into productivity and planning strategies for marketing and business leaders. We explore how to balance deep work with the collaborative demands of leadership roles and share practical tips for maximizing productivity while maintaining team effectiveness. Join us for an insightful discussion on how to structure your work week, manage meetings effectively, and create space for focused work while leading teams. We share practical tools, personal experiences, and actionable strategies that marketing and business leaders can implement to improve their productivity and team effectiveness. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 - Introduction 03:03 - Strategies for balancing reactive vs. proactive work approaches 05:52 - Email management and morning routine optimization 08:43 - Weekly planning methods and project prioritization strategies 11:23 - Managing meetings effectively as a business leader 15:42 - Balancing deep work sessions with team availability 19:55 - Strategies for reducing and optimizing meeting schedules 24:15 - Leadership roles and enabling team productivity 29:55 - Time tracking tools and productivity assessment 35:33 - Personal productivity systems and calendar management 39:48 - "Eat the Frog" concept and closing thoughts

In this episode of Winning in Professional Services, we dive into the importance of video marketing for professional service firms. We discuss why videos enhance credibility and how they should be humanizing experiences rather than just flashy content. We cover the challenges businesses face with video production, like time and budget constraints, and offer practical tips to minimize complexity and reduce friction in the video creation process. Learn about key pages on your website where videos can make a significant impact, techniques to foster a video creation culture, and strategies to effectively distribute your videos. Join us for actionable advice on how to leverage video marketing to build trust and drive growth. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction to Video Marketing 00:12 The Importance of Video in Decision Making 02:09 Challenges in Video Production for Businesses 04:47 Practical Tips for Creating Videos 05:42 Recommended Equipment for Video Production 11:05 Setting Up a Frictionless Recording Environment 14:20 Editing and Post-Production Tips 15:33 Effective Use of Videos on Your Website 19:31 Building a Video Creation Culture 27:03 Promoting Your Videos 33:23 Conclusion and Final Thoughts

In this episode of the Winning in Professional Services podcast, we discuss the role of bottom-of-funnel content for professional service companies. We dissect the stages of the sales funnel, the importance of bottom-of-funnel focus for companies with limited budgets, and practical strategies for developing content that converts. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction 01:49 Defining the Sales Funnel Stages 02:53 Importance of Bottom of Funnel Content 06:04 Creating Effective Bottom of Funnel Content 09:25 Collaboration Between Sales and Marketing 11:21 Leveraging Conversations for Content Ideas 17:03 Using Content to Address Customer Concerns 19:55 Preemptively Overcoming Objections 20:34 The Power of Radical Transparency 22:20 Characteristics of Bottom of Funnel Content 23:49 Effective Use of Bottom of Funnel Content 32:38 Best Practices for Bottom of Funnel Content 34:02 Final Thoughts and Recommendations

In this episode of Winning in Professional Services, we dive into the vital topic of lead qualification for professional services firms. We discuss common problems caused by lack of a formalized process, such as finger-pointing between sales and marketing. We introduce the BANT framework (Budget, Authority, Need, Time) as a simple yet effective method for qualifying leads. We also explore the importance of increasing exposure, maintaining a CRM, and nurturing both qualified and unqualified leads. Join us for actionable insights and practical tips to ensure your firm's lead qualification process is streamlined and effective. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction to Lead Qualification 00:41 Common Lead Qualification Issues 01:35 Defining Lead Qualification Criteria 04:39 The BANT Framework Explained 08:46 Importance of Lead Qualification 11:12 Nurturing Leads for Better Qualification 21:04 Aligning Sales and Marketing 25:09 Understanding the Challenge of Targeting Ideal Clients 26:06 The Misconception of Only Wanting Good Leads 27:17 Importance of Lead Qualification 28:09 Experience and Defining Good Leads 29:52 Strategies for Effective Lead Qualification 31:03 Working Backwards to Identify Valuable Leads 32:42 Actionable Tips for Winning in Professional Services 34:11 Making it Easy for Prospects to Reach You 35:36 Utilizing Multi-Part Forms for Better Lead Information 37:43 Leveraging CRM for Lead Management 39:36 Creative Lead Magnets and Their Impact 44:07 Nurturing Leads and Avoiding Common Pitfalls 44:52 Final Thoughts and Best Practices

In this episode of the Winning in Professional Services podcast, we discuss the importance of having a well-defined marketing strategy. We discuss common misconceptions, why many companies skip the strategy phase, and the key benefits of a solid marketing strategy, including proactive planning, targeting the right audience, and effective budget allocation. Join us to discover how a good strategy can transform your business operations and client relations. Connect on LinkedIn: Scott Pressimone: https://www.linkedin.com/in/scottalanpress/ Matteo Trovato: https://www.linkedin.com/in/matteotrovato/ Winning In Professional Services: https://wipspod.com/ Growth Connect: https://growthconnect.io/ RevPath: https://www.revpathplus.com/ ⏱️ Timestamps: 00:00 Introduction 00:22 The Importance of Marketing Strategy 03:00 Common Misconceptions About Strategy08:13 The Value of Internal Buy-In 20:11 Breaking Down Strategy into Achievable Goals 26:42 Navigating Uncontrollable Challenges29:50 Deep Understanding of Clients 34:36 Identifying Bad Fit Clients43:50 Developing a Strategy 49:19 Taking Action and Continuous Improvement 51:55 Final Thoughts