2025 State of the Union for Service Providers – Part Two

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We’re continuing our discussion on the State of the Union for Service Providers. Be sure to check out the previous episode for Part 1!

For the past three years, I have been honored to gather together some amazing peers who’s big hearts for service are unmatched. We come together to do a State of the Union address. This always gives me the awesome opportunity to gather bigger perspectives, and when we come together there is always massive learning, growth, and innovation. 

In this second part, we’re discussing excitements for service providers, the most desirable services, industries hiring, and emerging trends for 2025. We’re sharing the value of AI for service providers, the growth opportunities in audio services, and the value of strategic planning skills moving forward. Establishing a solid online presence, using customized outreach techniques, and tapping into local business communities for opportunities are valuable strategies that will help you attract your ideal clients in 2025.

Meet Our Panel

Abbey Ashley

CEO of The Virtual Savvy, where she teaches aspiring virtual assistants how to launch and grow their own at-home business. She leads a community of over 130,000 virtual assistants via her Facebook community. She was named one of Forbes Next 1,000 Up & Coming Entrepreneurs and Inc. Magazine’s Top 100 Female Entrepreneurs. In addition, The Virtual Savvy is a Inc. 5,000 Award Winner as well as an Inc. Magazine’s “Top Places to Work” Winner. Abbey’s students have gone on to reach 10k, 20k, and up to 80k months with their virtual assistant businesses.

Emily Reagan

Mom of four, Air Force wife, and jill-of-all-trades regarding digital marketing and techie skills. She’s worked as a behind-the-scenes digital marketer with many creatives and furniture painters: Jennifer Allwood, Tracey Bellion, Miss Mustard Seed, Wendy Batten, and more, to grow their online businesses. She’s the founder of the Digital Marketer’s Workgroup and the Unicorn Digital Marketing Assistant School, where she’s taught 350+ go-getters the digital marketing skills to work online (and on their own terms) as in-demand, highly sought-after unicorn digital marketing assistants.

Micala Quinn

Micala Quinn is a Kansas City mom, wife, former teacher turned powerhouse CEO tackling the challenges of the modern working mom. Featured on FORBES and Fox4 KCTV, Micala coaches women to lead and launch thriving freelance businesses. Her impact speaks volumes: More than 3,200 women worldwide have joined the transformative journey inside Micala’s proven program, The Live Free Academy. Additionally, thousands more have utilized her free advice on the Live Free podcast, a beacon in iTunes’ Top 20 for Entrepreneur podcasts. This is more than a mission—it’s a movement.

Jodan Gill

Jordan Gill is a multi- 7-Figure Business Strategist whose mission is for high-achieving business owners to prioritize rest without sacrificing revenue! Her podcast, Systems Saved Me®, goes behind the success of businesses to spotlight the invisible systems you’ve never seen or heard of. When she’s not spreading the gospel of systematic success, she’s working on one of her thousand-piece jigsaw puzzles or traveling the world with her husband and bonus son.

Sarah Noked

Sarah Noked is the Founder and CEO of OBM School, a premier online training academy dedicated to empowering service professionals with the essential tools, systems, and confidence to build and scale thriving online businesses. With nearly two decades of experience as an Online Business Manager and agency owner, Sarah has become a leading authority in the field of digital operations and business management.

Tasha Booth

Tasha Booth is an agency owner, coach, and podcaster. She is the Founder & CEO of The Launch Guild – a full service launch support agency working with established coaches and course creators with Course & Podcast Launches. Her team is over 20 members strong and works together to support their clients in being able to focus back onto their zones of genius.

Veronica Romney

A 17+ year marketing leadership expert, international keynote speaker, podcast host, book author, and a private Rainmaker to some of the world’s most elite brands. As a former Speaker and Trainer for Tony Robbins and Dean Graziosi, Chief of Staff at BossBabe, Director of Marketing Suite Products for a $2B evaluated software company, and former Marketing Agency Owner, she’s had the privilege of witnessing the marketing industry’s evolution firsthand from every angle possible

What are you excited about for service providers as we embark on this great year of 2025?

• [Sarah] She’s excited about how AI is going to shake things up for service providers in 2025. While some people worry that AI might take over jobs, Sarah sees it as a way to work smarter and open new doors. She’s even been telling online business managers to niche down into specific software, something she never thought she’d suggest! Sarah still believes in building client relationships based on personality but thinks mixing that with specialized skills can be a game-changer. With how fast things are evolving, she’s all about staying open-minded and embracing the changes ahead.

• [Tasha] Stepping into thought leadership is what excites Tasha most for service providers in 2025. She encourages getting out from behind the screen and into real, live spaces, like sponsoring events or attending conferences. She shares how one of her coaching clients sponsored a table at a conference, a move usually reserved for product-based businesses, and filled her discovery call pipeline for months. Tasha believes it’s time for service providers to own their expertise, think creatively, and embrace leadership in their industry.

• [Natalie] I think AI will allow businesses to grow faster, and if a business grows, they are going to need to be supported by us. As long as there is commerce and as long as they’re going to grow, we get to grow!

What services do you expect to be most desirable this year and in the coming year?

• [Jordan] She predicts that 2025 will be a big year for audio year. With the spotlight on podcasts during the election cycle, Jordan sees a huge opportunity for anyone helping with podcast launches, management, or private podcasts, especially as lead generation tools. She also points to the rise of audiobooks, noting that Amazon is pushing them as a major profit center. Jordan believes that helping clients turn their books into audiobooks will be a great opportunity in the coming year.

• [Emily] She’s excited about the potential for combining AI with specialized expertise to stand out in 2025. Emily’s brand is built around the idea of the “unicorn”, so someone who owns their unique expertise and applies it to the online business world in a way that sets them apart. She believes that AI combined with a results-driven specialty will be a winning combination. Using the example of one of her students, who specializes in ActiveCampaign, Emily highlights how even a simple service like email marketing can be transformed into something high-value and outcome-focused. It has recently become one of the most requested services, and it’s a great way to create a recurring model for clients. Emily encourages everyone to find that unique intersection of their skills and AI to differentiate themselves in a competitive market.

• [Natalie] I want to share my thoughts on audio. While people often say video will take over, I believe audio still has a huge advantage, especially for those just getting into marketing. Video can be expensive and technically demanding, whereas audio is accessible, faster to produce, and easier to get out there. For personal brands, which many of us support, audio is a powerful tool that’s fast, easy, and has incredible reach.Looking ahead, strategy will be a key service in demand. Many businesses can’t afford a full team at first but still need strategic input. I see a strong need for service providers to step in as short-level C-suite partners, offering strategic expertise without taking on full-time roles. This allows for more autonomy and higher earnings. Additionally, as businesses grow, understanding their finances becomes crucial, and those who do this well tend to thrive.One more thing I want to add is the importance of customer experience. If you can tailor your services to improve how clients experience the product or service they’ve invested in, that’s a huge opportunity. Think about ways to make the flow easier and more seamless for them. With all the AI tools available, there are even more ways for service providers to enhance that experience and streamline the process, making it easier for both the business and the client.

What sectors of the market do you feel are leaning into and hiring service providers this coming year?

• [Veronica] She says that if she were starting a service-based business today, there are three sectors she’d target. First, higher education. Colleges and universities are facing a crisis in staying relevant as parents increasingly opt for trade schools over expensive degrees. These institutions are rebranding and need marketing help, both strategy and execution. The second sector is health. From cold plunges to non-toxic living, there’s a huge wave of interest in wellness, and businesses in this space are looking for marketing and operational support. Lastly, dentistry and orthodontics. These businesses, considered essential during COVID, have the resources and ambition to grow, but many lack marketing help. Veronica recommends reaching out to local dentists because they are actively seeking marketing support and have the budget to invest.

• [Abbey] She agrees with Veronica and adds that while the economy may be uncertain, there’s a growing trend of businesses, especially larger ones which embrace freelancers. This is great for the service provider industry, as even companies that previously hired full-time employees are now open to working with freelancers. Abbey shares a story about a former university employee who transitioned into freelancing and ended up with more flexibility, less time commitment, and a higher income. She believes that as businesses become more intentional with their hires due to budget constraints, service providers who offer value and great experiences will see longer client relationships.
  
  Abbey also mentions that, according to research, freelancers find clients primarily through friends, family, and professional networks, followed by social media and job boards. She advises that service providers should start with personal connections and relationship marketing, as these methods remain the most effective.

• [Natalie] Conversations are everything. They’re how you acquire, maintain, and elevate relationships, whether with clients or collaborators. When I think about industries ripe for opportunity, healthcare is top of mind. It’s where I started, walking into doctor’s offices and offering solutions for hiring and operations. That experience taught me just how much healthcare businesses need organizational strategy to succeed.Now, I see a surge in awareness around wellness, hormonal health, nervous system regulation, and more. With governments investing in these areas, startups and product-based businesses are following suit. They’ll always need operational support to turn passion into scalable success.

What strategies should service providers lean into to attract their ideal clients in 2025?

• [Micala] To attract ideal clients in 2025, service providers should focus on leveraging local businesses, whether nearby or across the country. Micala emphasizes that even personal networks can be a powerful resource. While not everyone in your network may own a business, they might know someone who does. Sharing your expertise and asking for referrals can open up unexpected opportunities.She also highlights local Facebook groups as valuable tools for connecting with entrepreneurs and finding networking events. Additionally, Micala underscores the importance of direct outreach when done thoughtfully. Personalized messages and rapport-building can lead to meaningful client relationships and lasting success.

• [Veronica] Veronica shares two standout strategies for service providers in 2025. First, she highlights the effectiveness of cold pitching on LinkedIn with personalized Loom videos. By auditing a potential client’s website and showcasing how they could elevate it, providers can demonstrate value and build curiosity. Even if the recipient isn’t ready for a refresh, the quality of the pitch can lead to referrals and larger contracts.Her second strategy focuses on preventing mismatched client relationships. Veronica suggests offering short-term, paid introductory services, like a 30- or 60-minute consultation. This approach lets both parties test compatibility before committing to a long-term engagement. Sweeten the deal by crediting the cost of the consultation toward future services. This method not only establishes trust but also helps avoid potential frustrations, ensuring a healthier client-provider relationship.

• [Natalie] There are 3 tips I want to share. First, I believe case studies are one of the most underutilized yet powerful tools to attract clients. If you’re introducing something new, whether it’s a service model or a way of working, people often need to be educated about what’s possible. Case studies are the perfect way to do this. Start documenting your wins with current clients. Track numbers, gather feedback, and use those results to showcase your impact. When you share this with others, whether face-to-face or through a referral, it makes your service tangible. For example, my mom doesn’t really understand what I do, but she knows I help businesses. If she had a case study to show others, it would make the lead more tangible.Another important tip: your digital presence matters. People will Google you before they work with you, and in 2025, LinkedIn is often what comes up first, sometimes before your website. Make sure your LinkedIn profile is optimized, shows the results you’ve delivered, and accurately represents your business.Finally, don’t rely on passive methods to get clients. Money is tighter now, and people need to trust you before they invest. This means you need to have conversion conversations. Whether it’s through a Zoom call or in-person meeting, these direct interactions build trust. The best way to get someone to invest in your service is to have a real conversation with them.

What are the best practices for getting your VA business going while you are working full-time?

• [Abbey] First she recommends letting go of the flashy success stories. Your pace is your pace, and it’s okay if it takes longer. Focus on defining your “freedom number,” the amount you need saved to feel confident about leaving your 9-to-5. Start by building your business in the “nooks and crannies” of your day: wake up early, find small pockets of time, and secure your first client. As you earn, pretend that money doesn’t exist and save it until you hit your freedom number. Once you’re close, sign one more client to ensure stability, then give your two weeks’ notice. She emphasizes tailoring this approach to your situation, including planning for expenses like health insurance. By focusing 100% on your goal, you can build a sustainable path to your freedom life in 2025.

What types of boundaries have you found most helpful in your contracts to maintain a healthy service provider and client relationship?

• [Tasha] She’s all about boundaries and shares the ones that have made the biggest difference for her. First, set clear working hours and stick to them. Let clients know early and often about your vacation time, and keep them reminded with regular updates like a weekly wrap-up. She also talks about the importance of defining communication channels. After a 7 AM Sunday call from a client, she realized how crucial it was to establish where and when communication should happen. For those with teams, Tasha highlights the need to communicate your preferences. Be specific about how you work best, like avoiding long emails without bullet points or action steps, and keeping voicemails short. Setting these boundaries isn’t selfish, it helps you show up as your best self and better serve your clients and team.

What is the top skill that you think service providers should expand on in 2025?

• [Sarah] She highlights strategic planning as the top skill for service providers to focus on in 2025. While “strategy” might sound intimidating, Sarah emphasizes that it’s about understanding a client’s goals and vision, then creating actionable plans to help them succeed. She ties this to metrics and key performance indicators, which are essential for measuring success. Many service providers are naturally organized, so enhancing strategic planning skills is a logical next step. Sarah recommends starting with smaller projects like breakthrough strategy sessions or planning sessions to build confidence and ensure a strong fit with clients. For Sarah, the ability to plan and keep clients on track isn’t just valuable, it’s the foundation of being a great service provider.
  
  She also adds that your transferable skills are key. Skills from corporate like project management are often more advanced than anything you’ll face online. The tools you’re worried about? They’re designed to be easy to learn, with plenty of resources available. Instead of starting from square one, lead with what you already know.

Do you think that tiered-priced offers are the best way to promote your business in 2025?

• [Emily] Tiered pricing is a great way to start, with the middle option positioned as the most appealing. Custom proposals might be a better fit for experts offering project-based work. Time bundles and modular services also work well with this approach, keeping things clear and flexible for clients.

• [Veronica] She takes a different angle: it doesn’t matter if you use tiered pricing, flat rates, or hourly fees, what really matters is how you frame it. Whether it’s $50 an hour or $10,000 for a package, your pricing should feel like a steal because you’ve made the value crystal clear.

If you haven’t already, feel free to check out Part 1 of our discussion!

“Human implementation will never go away. AI is a tool that empowers us to step into strategy and perform at our highest level.” — Natalie Gingrich

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