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

Overview

"This book is that rare thing: simutaneously wise, practical, readily accessible, and data driven. A necessary addition to your reading."

—David Maister, author of Managing the Professional Service Firm

Praise for Professional Services Marketing

"Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive . . . BRAVO!"

—Leonard A. Schlesinger, President, Babson ...

See more details below
Available through our Marketplace sellers.
Other sellers (Hardcover)
  • All (9) from $16.99   
  • New (4) from $16.99   
  • Used (5) from $0.00   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$16.99
Seller since 2014

Feedback rating:

(0)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New

Ships from: San Diego, CA

Usually ships in 1-2 business days

  • Standard, 48 States
$27.78
Seller since 2010

Feedback rating:

(1796)

Condition: New
0470438991 BRAND NEW. A portion of your purchase of this book will be donated to non-profit organizations. We are a tested and proven company with over 900,000 satisfied ... customers since 1997. Choose expedited shipping (if available) for much faster delivery. Delivery confirmation on all US orders. Read more Show Less

Ships from: Nashua, NH

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$27.93
Seller since 2007

Feedback rating:

(794)

Condition: New
2009-07-27 Hardcover New NEW. NO remainder markings. A brand new book perfect inside and out. In a nice dj as well.

Ships from: Midland, VA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$35.04
Seller since 2010

Feedback rating:

(272)

Condition: New
Hardcover New Book. Ship within one business day with tracking number.

Ships from: Newark, CA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Close
Sort by

Overview

"This book is that rare thing: simutaneously wise, practical, readily accessible, and data driven. A necessary addition to your reading."

—David Maister, author of Managing the Professional Service Firm

Praise for Professional Services Marketing

"Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive . . . BRAVO!"

—Leonard A. Schlesinger, President, Babson College, and coauthor of The Service Profit Chain

"It's no longer sufficient to be a good 'expert for hire'—you need a brand and a powerful marketing engine behind you. Professional Services Marketing is a gold mine of research- based strategies, best practices, and specific techniques that will help you consistently win in the client marketplace and outshine your competition. It's thoughtful, funny, and filled with the how-to so often missing in business books."

—Andrew Sobel, coauthor of Clients for Life

"Schultz and Doerr offer tactics and information in an easy-to-read, concise, and enjoyable format. Professional Services Marketing should be a required resource in every professional marketer's tool box!"

—R. Granville Loar, Executive Director, Association for Accounting Marketing

"This book is an excellent resource for anyone involved in professional services. It is especially timely in our current challenging economic conditions, and the ideas and guidance are relevant for the better times to come as well."

—Josh Lee, Partner, Monitor Deloitte

"Smart. Practical. Comprehensive. This is the one book that won't collect dust on my shelf."

—Kevin McMurdo, Chief Marketing Officer, Perkins Coie

"Professional Services Marketing is the first book to directly address the challenges of the professional services marketer. This book is filled with practical wisdom and research on best practices and processes specifically for this industry. A must-read for anyone in a professional services firm!"

—Paul Dunay, Global Vice President of Marketing, Maxymiser

Read More Show Less

Product Details

  • ISBN-13: 9780470438992
  • Publisher: Wiley, John & Sons, Incorporated
  • 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 and coauthor of the bestselling Rainmaking Conversations and Professional Services Marketing. He was named the global Top Sales Thought Leader in 2011 by Top Sales Awards. He is also Publisher of RainToday.com, which was named the Top Sales and Marketing Resource Site in 2010 and 2011. He is frequently quoted in news outlets such as Business Week, Inc. magazine, MSNBC, the Huffington Post, and others.

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

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

Read More Show Less

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 Marketing Planning 43

Chapter 5 How to Think about Fees and Pricing 55

Chapter 6 Don’t Worry about Your Competition (Let Them Worry 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 Tactics 195

Chapter 17 Introduction to Lead Generation 241

Chapter 18 Value and Offers in Lead Generation 249

Chapter 19 The Case for Sustained Lead Generation and Relationship 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 Success 311

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

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 – 3 of 2 Customer Reviews
  • Anonymous

    Posted August 27, 2011

    No text was provided for this review.

  • Anonymous

    Posted March 18, 2012

    No text was provided for this review.

  • Anonymous

    Posted December 20, 2009

    No text was provided for this review.

Sort by: Showing 1 – 3 of 2 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)