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

by Schultz, Mike; Doerr, John E.

• ISBN13: 9780470438992
• ISBN10: 0470438991
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-07-27
• Publisher: Wiley

Summary

Praise for Professional Services Marketing"This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading." -David Maister, author of Managing the Professional Service Firm"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 Group"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 Director of Integrated Marketing, BearingPoint

Author Biography

Mike Schultz is Co-President of Wellesley Hills Group, where he works as a consultant and speaker in professional services marketing and business development. He publishes RainToday.com, the leading source for insight, advice, and tools for growing a professional services business, and the Services Insider Blog and podcast series.

John E. Doerr is Co-President of Wellesley Hills Group and has spent thirty years in professional services leadership. He consults, speaks, and writes on the strategy and tactics of marketing and business development for professional services. For more information or to contact the authors, please visit www.whillsgroup.com or www.raintoday.com.

Table of Contents

Acknowledgments	p. vii
Introduction	p. xv
What Marketing Can Do for a Firm	p. 1
Marketing Planning	p. 17
Keys to Building a Terrible Marketing Strategy	p. 33
The Seven Levers of Lead Generation and Marketing Planning	p. 39
How to Think about Fees and Pricing	p. 53
Don't Worry about Your Competition (Let Them Worry about You)	p. 69
The "Get It Done" Culture	p. 79
Brand-What It Is; Why Bother	p. 93
Three Elements of Well-Crafted Brand Messaging	p. 105
Uncovering Your Key Brand Attributes	p. 121
Your Firm, Your Brand	p. 139
RAMP Up Your Brand	p. 153
On Being Unique and Other Bad Marketing Advice	p. 163
Building Brand and Marketing Messages	p. 177
On Becoming a Thought Leader	p. 195
Marketing Communications and Lead Generation Tactics	p. 211
Introduction to Lead Generation	p. 249
Value and Offers in Lead Generation	p. 257
The Case for Sustained Lead Generation and Relationship Nurturing	p. 265
Targeting	p. 279
RAIN Selling	p. 289
Networking, Relationships, Trust, and Value	p. 301
Selling with Hustle, Passion, and Intensity	p. 313
About Wellesley Hills Group	p. 321
About Rain Today.com	p. 323
About the Authors	p. 325
Index	p. 327
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