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

Overview

In the old days, professional services firms could survivewithout much marketing effort. Put together a team of good people,deliver strong service to clients, and you might get by just fineon repeat business and client referrals. Well, those days are gone.While repeat business and referrals are still necessary, today youalso need smart, effective marketing and a culture of businessdevelopment success to attract a steady stream of clients and growyour business in an increasingly ...

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Overview

In the old days, professional services firms could survivewithout much marketing effort. Put together a team of good people,deliver strong service to clients, and you might get by just fineon repeat business and client referrals. Well, those days are gone.While repeat business and referrals are still necessary, today youalso need smart, effective marketing and a culture of businessdevelopment success to attract a steady stream of clients and growyour business in an increasingly competitive world.

Now in its second edition, Professional Services Marketing givesyou the field-tested, research-based marketing and sales approachyour organization needs to succeed. Updated with new chapters onsocial media and online marketing, this book helps you select themarketing strategies and tactics used by thriving, high-growthfirms.

The book covers five key areas your firm can't grow without:

  • Creating a marketing and growth strategy for today'smarketplace
  • Establishing the reputation and visibility required to become amarket leader
  • Implementing a proven marketing communications program thatworks in any economy
  • Developing a lead generation strategy that attracts a strong,steady flow of new clients
  • Creating rainmakers and a culture of business-developmenthustle, passion, intensity, and success

Professional Services Marketing, Second Edition includes newcase studies that illustrate what works in today's marketplace, aswell as firsthand stories from well-respected industryprofessionals. This is the ideal guide to growing your business,whether you are in consulting, law, technology, accounting, or anyother professional service industry.

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Product Details

  • ISBN-13: 9780470438992
  • Publisher: Wiley
  • Publication date: 7/27/2009
  • Edition number: 1
  • Pages: 352
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.30 (d)

Meet the Author

MIKE SCHULTZ is the Co-President of RAIN Group andcoauthor of the bestselling Rainmaking Conversations andProfessional Services Marketing. He was named the global Top SalesThought Leader in 2011 by Top Sales Awards. He is also Publisher ofRainToday.com, which was named the Top Sales and Marketing ResourceSite in 2010 and 2011. He is frequently quoted in news outlets suchas Business Week, Inc. magazine, MSNBC, the Huffington Post, andothers.

JOHN E. DOERR is the Co-President of RAIN Group andcoauthor of Rainmaking Conversations and Professional ServicesMarketing. John was named the Top Sales Thought Leader in 2011 byTop Sales Awards and has trained thousands of sales professionals,helping them master the complex sale through in-house training andpublic presentations, both domestically and abroad.

LEE W. FREDERIKSEN, PhD, is Managing Partner at Hinge. Hehas worked with many global brands, including Anheuser Busch,American Express, Capital One, Monster.com, and Yahoo! Lee has beenquoted in Fortune, New York Times, USA Today, Wall Street Journal,Entrepreneur, Business 2.0, and Advertising Age, as well asnumerous trade and professional journals.

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Table of Contents

Acknowledgments ix

Introduction 1

PART I Strategy and Planning 5

Chapter 1 What Marketing Can Do for a Firm 7

Chapter 2 Marketing Planning 23

Chapter 3 Keys to Building a Terrible Marketing Strategy 37

Chapter 4 The Seven Levers of Lead Generation and MarketingPlanning 43

Chapter 5 How to Think about Fees and Pricing 55

Chapter 6 Don’t Worry about Your Competition (Let ThemWorry about You) 69

PART II Focus on Branding 79

Chapter 7 Brand—What It Is; Why Bother 81

Chapter 8 Three Elements of Well-Crafted Brand Messaging 93

Chapter 9 Uncovering Your Key Brand Attributes 107

Chapter 10 Your Firm, Your Brand 123

Chapter 11 RAMP Up Your Brand 137

Chapter 12 Differentiating Your Firm 147

Chapter 13 Building Brand and Marketing Messages 157

Chapter 14 On Becoming a Thought Leader 167

PART III Generating and Nurturing Leads 181

Chapter 15 Content Marketing 183

Chapter 16 Marketing Communications and Lead Generation Tactics195

Chapter 17 Introduction to Lead Generation 241

Chapter 18 Value and Offers in Lead Generation 249

Chapter 19 The Case for Sustained Lead Generation andRelationship Nurturing 257

Chapter 20 Targeting 271

PART IV Making the Sale 281

Chapter 21 RAIN Selling 283

Chapter 22 Creating Essential Relationships 297

Chapter 23 Building a Culture of Business Development Success311

Chapter 24 Selling with Hustle, Passion, and Intensity 323

About RAIN Group 329

About RainToday.com 331

About Hinge 333

About the Authors 335

Index 339

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