Marketing Your Consulting and Professional Services

by Connor, Dick; Davidson, Jeff

• ISBN13: 9780471133926
• ISBN10: 0471133922
• Edition: 3rd
• Format: Hardcover
• Copyright: 1997-09-22
• Publisher: Wiley

Summary

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 TM (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 checklists, 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.Praise for the previous edition of Marketing Your Consulting and Professional Services"Loaded with examples, useful forms, and informative exhibits, Marketing Your Consulting and Professional Services is an extraordinary how-to manual that provides vital step-by-step instruction and advice on how to maximize profitability and success. . . . Marketing is a how-to you shouldn't do without." - Managers Magazine"This is definitely a 'MUST READ' book for entrepreneurs and business professionals of all types. The attention to detail provides practical insights on the critical keys to marketing success." - Dr. Peter Johnson, Corporate Marketing Strategist"As today's business environment becomes increasingly competitive, consulting professionals look for fresh approaches and innovative ideas to 'cut through the clutter' and increase their share of business. Marketing Your Consulting and Professional Services provides highly useful information for every professional consultant. It's an essential purchase." - Jonathan D. Blum, Managing Director - Ogilvy & Mather Public Relations, Singapore"Marketing Your Consulting and Professional Services is excellent. It contains down-to-earth, indispensable tips for marketing consulting services. Vital reading for both beginners and seasoned consultants-worldwide. I wish I had had this daily guide during my rough start." - Dr. Oskar Pack, Management Consultant and Sal

Author Biography

DICK CONNOR, CMC, is a consultant specializing in accounting and general business and a former associate professor of management at Northwestern Graduate School of Management. He is the author of Increasing Revenue from Your Clients and coauthor with Jeff Davidson of Getting New Clients, both published by Wiley. gt;JEFF DAVIDSON, CMC, is a full-time professional speaker and the author of 25 books, including Marketing on a Shoestring: Low-Cost Tips for Marketing Your Products or Services (Wiley).

Table of Contents

List of Figures	xv
PART ONE Foundational Material Part One presents a working definition of the client-centered marketing approach, explains major dimensions of the approach, introduces terms, highlights objectives and strategies, lists insights and lessons learned, and explains the client-centered marketing process model.	1	(18)
1 The Client-Centered Marketing Process	3	(9)
2 The Client-Centered Marketing Process Model	12	(7)
PART TWO Marketing Factors Analysis This section shows you how to handle the details involved in doing a major marketing factors analysis of your business.	19	(54)
3 Preparing for a Marketing Analysis of Your Current Business or Practice	21	(11)
4 Evaluating Your Current Clients	32	(9)
5 Evaluating Your Prospects in Hand	41	(4)
6 Managing Your Current Leverage Relationships	45	(10)
7 Sizing Up Your Services	55	(8)
8 Building Your Firm's Strategic Profile	63	(10)
PART THREE Targets This section focuses on your targets of opportunity and targets of attention. Targets represent the relationships and marketing factors that need your attention and, often, your action. Your goal in managing this element is to efficiently replenish and expand your desired target niche. Clients and others in this element represent your potential new business opportunities.	73	(22)
9 Managing Your Targets of Opportunity	75	(5)
10 Managing Your Targets of Attention	80	(4)
11 Managing Your Targets of Influence	84	(4)
12 Selecting an Industry for Special Attention	88	(7)
PART FOUR An Insider's Understanding Developing an insider's understanding of the niche involves getting client-smart about the working of the client's industry and market.	95	(20)
13 Developing an Insider's Understanding of the Industry	97	(7)
14 Developing an Insider's Understanding of Your Niche's Market	104	(7)
15 Selecting Needs You Can Meet with Available Resources	111	(4)
PART FIVE Serving the Niche This section is all about organizing to serve the niche marketing systems.	115	(24)
16 Building Marketing into the Fabric of the Firm	117	(6)
17 Building a Responsive Marketing Organization	123	(5)
18 Building Your Marketing Information System	128	(5)
19 Preparing Value-Adding Solutions	133	(6)
PART SIX Developing and Codifying Your Marketing Processes Part Six identifies a marketing process as a set of systems, decisions, and actions designed to deliver a component of strategic value in which inputs are converted into value-added outputs. Areas covered include building and maintaining a favorable awareness, acquisition of new revenue, and the satisfaction process.	139	(86)
20 Positioning Your Business	141	(7)
21 Building Your Firm's Intended Image	148	(6)
22 Speaking to Targeted Groups	154	(12)
23 Writing That Works	166	(11)
24 Tapping the Local Press	177	(8)
25 Leveraging Your Memberships in the Niche's Organizations	185	(8)
26 Expanding Services to Current Clients	193	(4)
27 Prospecting for High-Potential New Clients	197	(8)
28 Selling the Value-Adding Solution	205	(8)
29 Preparing a Winning Proposal	213	(5)
30 Ensuring Client Satisfaction	218	(7)
PART SEVEN Managing the Client-Centered Marketing Process This section discusses the importance of strategic thinking, presents the authors' personal strategic plans, and summarizes key client-centered points.	225	(20)
31 Developing Your Strategic Plan	227	(11)
32 Wrapping It All Up	238	(7)
Bibliography	245	(2)
Glossary	247	(4)
Appendix A The Standard Industrial Classification (SIC) Code System	251	(4)
Appendix B A Sampling of Industry, Professional, Small Business, and Trade Associations	255	(8)
Index	263	(4)
About the Authors	267