Marketing Your Consulting and Professional Services / Edition 3

Marketing Your Consulting and Professional Services / Edition 3

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by Dick Connor, Jeff Davidson
     
 

While finding and keeping a core group of clients remains the bread and butter of any consultant’s business, doing so is far from simple in a field that’s becoming increasingly crowded and competitive. Today, as the result of drastic shifts in the landscape—information technology, virtual organizations, telecommuting—targeting and attracting

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Overview

While finding and keeping a core group of clients remains the bread and butter of any consultant’s business, doing so is far from simple in a field that’s becoming increasingly crowded and competitive. Today, as the result of drastic shifts in the landscape—information technology, virtual organizations, telecommuting—targeting and attracting clients is a greater challenge than ever. To help you meet that challenge head on, Marketing Your Consulting and Professional Services, the bible for consultants and professionals worldwide, has been thoroughly revised and expanded. This brand new Third Edition gives you the tools and the know-how to survive and thrive in today’s tough market. Beginning with a comprehensive overview, this updated resource keeps you abreast of current trends and issues. In addition, you’ll find complete coverage of Dick Connor’s innovative—and highly effective—Client-Centered Marketing (CCM) approach, a practical "deliverables-driven" system for penetrating specific markets. This easy-to-follow, six-part process helps you achieve a myriad of essential marketing objectives: from expanding services for current clients and capitalizing on the potential within your business to generating profitable growth and managing your image with clients and targets. With a wealth of new information that focuses on finding and qualifying new clients—what every consultant worries about most—this new edition of Marketing Your Consulting and Professional Services, Third Edition provides essential information on:

  • Analyzing your current business or practice—evaluating clients, assessing existing prospects, preparing a strategic profile
  • Becoming "client smart"—determining how the niche industry is organized, identifying requirements for success, determining its needs
  • Building market awareness—maintaining positive name recognition, establishing your firm’s intended image
  • Prospecting—acquiring new, high-potential clients, preparing a winning proposal, selling the value-adding solution
  • Ensuring client satisfaction—handling service and relationship breakdowns with a practical recovery action sequence
Complete with helpful worksheets and check-lists, as well as precise definitions of terminology and an annotated bibliography, Marketing Your Consulting and Professional Services, Third Edition is a must for today’s fiercely competitive, highly demanding marketplace.

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Product Details

ISBN-13:
9780471133926
Publisher:
Wiley
Publication date:
09/22/1997
Edition description:
REV
Pages:
288
Product dimensions:
9.00(w) x 6.00(h) x 0.81(d)

Table of Contents

Partial table of contents:

FOUNDATIONAL MATERIAL.

The Client-Centered Marketing Process.

The Client-Centered Marketing Process Model.

MARKETING FACTORS ANALYSIS.

Evaluating Your Current Clients.

Managing Your Current Leverage Relationships.

Building Your Firm's Strategic Profile.

TARGETS.

Managing Your Targets of Attention.

Selecting an Industry for Special Attention.

AN INSIDER'S UNDERSTANDING.

Developing an Insider's Understanding of the Industry.

SERVING THE NICHE.

Building Marketing into the Fabric of the Firm.

Preparing Value-Adding Solutions.

DEVELOPING AND CODIFYING YOUR MARKETING PROCESSES.

Positioning Your Business.

Writing That Works.

Selling the Value-Adding Solution.

MANAGING THE CLIENT-CENTERED MARKETING PROCESS.

Wrapping It All Up.

Bibliography.

Glossary.

Appendices.

Index.

About the Authors.

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