Professional services client acquisition


Many professional services organizations don’t engage in client acquisition as much as they do in service delivery. If a professional services organization wants to grow, leaders must professionalize the client acquisition process similarly to service delivery. Even if the actual client acquisition process is done by a small number of specific (senior) leaders, the professional services organization can collect the required input from a high number of employees. This input is then the foundation for the client acquisition process.

Form structure

Section selection section

  • Which kind of task do you want to do?
  • Who's the interviewee?
  • Is this a test form response?

Client acquisition section

  • Awareness
  • Understanding
  • Interest
  • Respect
  • Trust
  • Ability
  • Readiness

Publishing approach section

  • What are the possible publishing channels (e.g. website, social media networks, newsletter)?
  • What’s the possible/optimal publishing frequency?
  • What content categories could your organization set up?
  • What would be the added value?
  • Who could overtake the role of head of content marketing?

Prospect search approach section

  • Wich social networks do you recommend for prospect search?
  • Which prospect geographies do you recommend including in the search?
  • Which prospect languages do you recommend including in the search?
  • Which vertical industries do you recommend including in the search?
  • Which organizational size do you recommend including in the search?

Data gathering section

  • What’s the ideal approach to prospect research?
  • What’s the process to research prospect information?
  • Where do you want to store the researched information?
  • What data points do you want to collect?
  • What’s the process to update the researched information?
  • What’s the data analysis approach?
  • What are relevant data privacy rules and regulations?

Outreach approach section

  • Which tone and voice are appropriate?
  • How long should your outreach campaign wait before sending further messages?
  • What’s a good first message?
  • What’s a good second message?
  • What’s a good third message?