Book description
A proven approach to revenue-generating marketing and client development
Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry.
The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews
Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional Services
Will be widely promoted via multiple online routes and direct mail marketing
Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.
Table of contents
- Cover
- Title Page
- Copyright
- Dedication
- Acknowledgments
- Introduction
-
Part I: Strategy and Planning
-
Chapter 1: What Marketing Can Do for a Firm
- Inside the High-Growth Professional Services Firm
- The Revolution in the Professional Services Marketplace
- Generate New Conversations with Potential Buyers
- Improve the Odds of Winning New Client Engagements
- Higher Revenue and Higher Fees
- Increased Affinity with Workforce
- Offer the Right Services to the Right Markets
- Chapter 2: Marketing Planning
- Chapter 3: Keys to Building a Terrible Marketing Strategy
- Chapter 4: The Seven Levers of Lead Generation and Marketing Planning
- Chapter 5: How to Think about Fees and Pricing
-
Chapter 6: Don't Worry about Your Competition (Let Them Worry about You)
- Mistake 1: Over-the-Top Competitive Research
- Mistake 2: Market and Service Offering Reluctance
- Mistake 3: Clichéd Competitive Differentiation
- Mistake 4: Unique Methodology
- Forget General Marketing Advice
- Don't Worry about Crowded Markets
- Change the Question from Competition to Clients
- Drop the Clichés
- Overcome Your Greatest Competitor—Client Indifference
- When Competition Is the Order of the Day
-
Chapter 1: What Marketing Can Do for a Firm
-
Part II: Focus on Branding
- Chapter 7: Brand—What It Is; Why Bother
- Chapter 8: Three Elements of Well-Crafted Brand Messaging
- Chapter 9: Uncovering Your Key Brand Attributes
- Chapter 10: Your Firm, Your Brand
- Chapter 11: RAMP Up Your Brand
-
Chapter 12: Differentiating Your Firm
- Is Differentiation Important?
- On Being Unique
- Some Common Differentiators
- Differentiation Based on Your People
- Differentiators Based on Your Process
- Differentiators Based on Client Characteristics
- Differentiation Based on Expertise or Special Knowledge
- Some Other Differentiators
- The Case for a Collection of Distinctions
- Chapter 13: Building Brand and Marketing Messages
- Chapter 14: On Becoming a Thought Leader
- Part III: Generating and Nurturing Leads
- Part IV: Making the Sale
- About RAIN Group
- About RainToday.com
- About Hinge
- About the Authors
- Index
Product information
- Title: Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, 2nd Edition
- Author(s):
- Release date: June 2013
- Publisher(s): Wiley
- ISBN: 9781118604342
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