unbillable hours - a podcast about better professional services marketing C2E23 - When and how to introduce your firm's services (without losing the plot)
Jan 16, 2026
Discover why leading with your services can do more harm than good. The hosts reveal the importance of discussing client problems and outcomes first. They argue that presenting services too early commoditizes consulting. Learn how to frame services within a client's journey and map them to specific milestones. The discussion includes tips on aligning service language with your value proposition. Ultimately, it’s about guiding clients towards solutions, not listing offerings upfront!
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Episode notes
Lead With Problem, Not Services
- Do not lead with a laundry list of services when marketing your consultancy.
- Start with the problem you solve and the outcomes clients get before introducing services.
Capabilities Give Clients Control
- Listing capabilities immediately hands control to the client and invites commoditised buying.
- That approach steers conversations toward rates, procurement, and billable hours instead of value.
Don't Rely On Packaged Solutions
- Avoid selling preset 'solutions' or packages as your primary go-to-market message.
- Those only appeal to buyers who already self-diagnosed and exclude you from early problem-defining conversations.