Marketing and selling professional services is all about building relationships in which you are considered a trusted advisor. You demonstrate your expertise in ways that build credibility and trust.
Check.
If we all agree on that, why do I see all these service overviews, capability presentations, client lists and process overviews?
Sure, you might check off some boxes but it doesn’t help you achieve the ultimate goal: Establish yourself as a thought leader and trusted advisor.
Imagine two agencies:
Agency A develops a list of prospects for their services, creates a capabilities brochure and website, and sends out an email to their prospects, to be followed by a call few days later.
Agency B uses the same prospect list but they invest money in researching either the vertical they’re targeting, the regional area they want to work in or the service expertise area they want to target. And they share the insights gathered by research with their prospects.
Now, which company would you like to meet with?
I get bored just thinking about Agency A.
Agency A provides no value and doesn’t differentiate itself. (“We are another agency that can do the same thing as all the other agencies. Choose us.”)
Agency B provides something of value and showcases their expertise without being annoying. The prospect might have an agency they work with but Agency B has a good chance to stand out and get some business going. They don’t want to talk about themselves, they want to talk business, starting a real relationship.
So, forget about marketing your services, your processes, your capabilities. Spend your time and budget on creating value. It delivers better ROI, establishes trust and is a good start to a long, fruitful relationship.
uwehook 
Great point. Often agencies find themselves getting trapped in model A when they need to break out.