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

Name: Professional Services Marketing How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success
Price: 6.37 USD
Availability: InStock
ISBN: 9780470438992

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…

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: 6.26" wide x 8.96" long x 1.26" 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