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Professional Services Marketing How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success

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ISBN-10: 0470438991

ISBN-13: 9780470438992

Edition: 2009

Authors: Mike Schultz, John E. Doerr

List price: $35.99
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Description:

Professional Services Marketing and Selling is the first book to map how professional services firms should market based on the buying process of clients. It is the book every consultant, attorney, accountant, engineer, and other professional will buy when they're getting marketing advice or about to engage any effort to grow their firms.Professional Services Marketing and Selling is the most research-based and field-tested marketing and client development book that is focused specifically on consulting and professional services. It offers actionable advice that aims to expose long-held beliefs about what "works" in professional service marketing, and seeks to solve two very prevalent…    
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Book details

List price: $35.99
Copyright year: 2009
Publisher: John Wiley & Sons Canada, Limited
Publication date: 7/27/2009
Binding: Hardcover
Pages: 352
Size: 6.25" wide x 9.25" long x 1.50" tall
Weight: 1.210
Language: English

Acknowledgments
Introduction
What Marketing Can Do for a Firm
Marketing Planning
Keys to Building a Terrible Marketing Strategy
The Seven Levers of Lead Generation and Marketing Planning
How to Think about Fees and Pricing
Don't Worry about Your Competition (Let Them Worry about You)
The "Get It Done" Culture
Brand-What It Is; Why Bother
Three Elements of Well-Crafted Brand Messaging
Uncovering Your Key Brand Attributes
Your Firm, Your Brand
RAMP Up Your Brand
On Being Unique and Other Bad Marketing Advice
Building Brand and Marketing Messages
On Becoming a Thought Leader
Marketing Communications and Lead Generation Tactics
Introduction to Lead Generation
Value and Offers in Lead Generation
The Case for Sustained Lead Generation and Relationship Nurturing
Targeting
RAIN Selling
Networking, Relationships, Trust, and Value
Selling with Hustle, Passion, and Intensity
About Wellesley Hills Group
About Rain Today.com
About the Authors
Index