Getting New Clients

by Connor, Dick; Davidson, Jeff

• ISBN13: 9780471555285
• ISBN10: 0471555282
• Edition: 2nd
• Format: Hardcover
• Copyright: 1992-12-25
• Publisher: Wiley

Summary

How to Get New Clients. And Keep Them. The Bible of New Business Growth-Fully Updated! "Getting New Clients helps solve the biggest problem marketing service professionals have..." -James Kennedy, Editor Consultant's News "Thorough, well written..." -Library Journal Now you have all the tools you need to build your practice with new business-the most important challenge facing any service professional starting or expanding a service firm. In step-by-step, user-friendly terms, Getting New Clients reveals Dick Connor's proven, client-centered marketing approach that will help you zero in on the needs of prospective markets and clients, get your foot in the door, and grab that profitable new business opportunity. Fully updated to include the latest consulting trends, the Second Edition shows you: How to put together winning proposals and direct mail packages that get results How to secure appointments with the people who make the go-ahead decision How to operate within your "comfort zone" so you can work most productively How to leverage your time and talents more effectively And much more!

Author Biography

About the authors DICK CONNOR, CMC, runs an international consulting firm serving the business professions worldwide. He is a certified management consultant (CMC). Previously, he has served as Director of Marketing for Pannell Kerr Forster and as President of CPA Marketing Services. The creator of the client-centered marketing<SUP>&#153;</SUP> approach, Mr. Connor is the coauthor, with Jeff Davidson, of Marketing Your Consulting and Professional Services&#151;now in its second edition. A noted speaker and the author of numerous articles on marketing for professionals, Mr. Connor has taught at the Northwestern University Graduate School of Management, is a contributor to the Encyclopedia of Professional Management, and has served on the Advisory Board of the National Small Business Development Center (SBDC). JEFF DAVIDSON, CMC, is the award-winning author of 18 books, including Breathing Space: Living and Working at a Comfortable Pace in a Sped-Up Society; The Domino Effect with Don Vlcek; Marketing on a Shoestring. His books have appeared in many foreign languages and frequently as book club selections. Davidson, based in Chapel Hill, North Carolina, is a certified management consultant (CMC). He is a frequent guest on national radio and television talk shows and has been the subject of feature articles in USA Today, US Air, Washington Post (six times), Miami Herald, Christian Science Monitor, Los Angeles Times, and many other national and regional newspapers and magazines. He delivers dozens of seminars every year on finding breathing space and on marketing to business and professional groups.

Table of Contents

Partial table of contents:

DEVELOPING YOUR CLIENT-CENTERED AND NEW CLIENT ACQUISITION PROGRAM.

The Client-Centered Marketing System.

Getting New Clients by Targeting an Industry-Market Niche.

How to Select Your Target Niche.

Developing an Insider's Understanding of the Niche's Market.

Preparing Your Service Promotion and Delivery System.

Developing an Insider's Reputation in the Niche.

GETTING AND PREPARING FOR APPOINTMENTS WITH PROSPECTIVE CLIENTS.

Developing and Managing Your Initial-Contact Program.

Preparing for the Discussion.

CONDUCTING A WINNING NEW-BUSINESS DISCUSSION.

Defining the Existing Need Situation.

Presenting Your Proposed Solution.

Closing the Discussion and Moving to Action.

Reinforcing Your Clients Choice.

Glossary.

Resource Guide.

Index.