Sales and MarketingServices and Professional Services Marketing
A service cannot be inspected before it is bought, varies with whoever delivers it, and is produced in front of the customer, which makes marketing one fundamentally different from marketing a product. This course addresses those differences. Delegates work through the evidence buyers use in place of inspection, including credentials, referrals and the visible parts of a process, and managing expectation as part of the offer rather than after a complaint. Productising an intangible service into something a buyer can compare and price is covered. Reputation, referral and thought leadership as the main acquisition routes follow, since professional services rarely sell through advertising. The course closes on pricing expertise and on the marketing role of the people who deliver the work.
Course objectives
- Address the evidence buyers use when they cannot inspect
- Manage expectation as part of the offer rather than after a complaint
- Productise an intangible service so it can be compared and priced
- Build reputation, referral and thought leadership routes
- Handle variability between the people delivering the service
- Price expertise rather than time where possible
- Involve delivery staff in marketing without disrupting the work
Who should attend
- Professional services partners and directors
- Marketing staff in consulting, legal, engineering and accounting firms
- Training and education providers
- Financial and business services marketers
- Independent consultants marketing their own practice
Course outline
- 01Bought without inspection
- 02Evidence in place of inspection
- 03Credentials, referrals and visible process
- 04Managing expectation as part of the offer
- 05Productising an intangible service
- 06Reputation and thought leadership
- 07Referral as the main acquisition route
- 08Pricing expertise and involving delivery staff
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 30 November to 2 December 2026 | Port Louis, Mauritius | Classroom | USD 995 per delegate | Register Now |
| 13 to 15 January 2027 | Online | Online | R6,500 per delegate | Register Now |
| 8 to 10 March 2027 | Windhoek, Namibia | Classroom | R14,950 per delegate | Register Now |