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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 problems in this field: 1) Professional services firm (PSF) leaders universally misunderstand services marketing, spending a number of years making unnecessary mistakes until they either figure it out or quit trying; and 2) Commercially available books on marketing and business development (aka "selling) typically do as much harm as they do good, espousing advice that is either not actionable, or ill advised because it won't produce results as needed. The authors' mission is to set the record straight about how firms should approach marketing, what marketing can really do for them, and how to make their marketing and client development a competitive advantage.This book offers keys in 5 major areas that are critical for services firms to grow their revenue and profit, including: the creation of a marketing and growth strategy; establishment of a brand and reputation; implementation of marketing communications; lead generation; and the development of business through winning clients. It presents 12 to 15 mini-case studies that will include direct stories and quotes from well-known and well respected organizations across professional services industries, and that will enable the reader to visualize how to apply the content in real life. Professional Services Marketing and Selling also features several graphical models: one depicting how various marketing tactics align to produce a unified marketing strategy, and a model of "RAIN Selling" - an easy to remember, easy to follow set of guidelines for leading successful business development conversations. It is made up of 27 short chapters that will provide maximum impact.
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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