Details
Professional Services Marketing Wisdom
How to Attract, Influence and Acquire Customers Even If You Hate Selling1. Aufl.
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19,99 € |
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| Verlag: | Wiley |
| Format: | |
| Veröffentl.: | 17.03.2014 |
| ISBN/EAN: | 9780730310006 |
| Sprache: | englisch |
| Anzahl Seiten: | 264 |
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Beschreibungen
Effective marketing tactics and strategies for professionalservice providers
If you own and operate your own professional servicesfirm--in accounting, finance, law, or another field--youknow just how important marketing is to the success of yourbusiness. If you can't get your name out there, you won't have anycustomers to call your own. This handy guide offers a comprehensiveplan for attracting and acquiring clients for small and evenone-person firms--no marketing degree required. The strategiesand tactics here are fun, easy-to-understand, and doable right now.All you need to bring is enthusiasm and commitment. You'll learnhow to identify potential clients, explain why you're their bestchoice, grow your market share, get great referrals, designatewhich clients are long-term, profitable keepers, and much more.
* Features easy-to-implement marketing tactics and strategies forsmall professional services firms in any industry
* Ideal for anyone who runs a small firm, as well asprofessionals in larger firms who want to climb the ladder
* Shows readers with no marketing background how to boost theirbusinesses
* Negates the need for expensive and often ineffective externalmarketing or sales consultants or branding and public relationsfirms
For anyone who runs their own firm, Professional ServicesMarketing Wisdom offers unbeatable guidance on attracting andkeeping the clients that small firms need to survive andthrive.
If you own and operate your own professional servicesfirm--in accounting, finance, law, or another field--youknow just how important marketing is to the success of yourbusiness. If you can't get your name out there, you won't have anycustomers to call your own. This handy guide offers a comprehensiveplan for attracting and acquiring clients for small and evenone-person firms--no marketing degree required. The strategiesand tactics here are fun, easy-to-understand, and doable right now.All you need to bring is enthusiasm and commitment. You'll learnhow to identify potential clients, explain why you're their bestchoice, grow your market share, get great referrals, designatewhich clients are long-term, profitable keepers, and much more.
* Features easy-to-implement marketing tactics and strategies forsmall professional services firms in any industry
* Ideal for anyone who runs a small firm, as well asprofessionals in larger firms who want to climb the ladder
* Shows readers with no marketing background how to boost theirbusinesses
* Negates the need for expensive and often ineffective externalmarketing or sales consultants or branding and public relationsfirms
For anyone who runs their own firm, Professional ServicesMarketing Wisdom offers unbeatable guidance on attracting andkeeping the clients that small firms need to survive andthrive.
About the author ix
Acknowledgements xi
Introduction xiii
1 Identify the clients you want and deserve 1
2 Why you're the best choice for your market niche 21
3 Establish thought leadership and attract true buyers 43
4 You're in the relationship business 63
5 Establish great acquisition sources and dominate your market 79
6 Develop market share without spending a fortune 105
7 Ensure repeat business, recommendations and referrals 131
8 Communication, influence, persuasion: customer centricity 155
9 Rules for results in relationships and proposals 173
10 Selective acquisition: choose the keepers and release the others 189
11 The internet, technology and social media 211
Appendix: Tools and resources 227
Special thanks 235
Index 237
Acknowledgements xi
Introduction xiii
1 Identify the clients you want and deserve 1
2 Why you're the best choice for your market niche 21
3 Establish thought leadership and attract true buyers 43
4 You're in the relationship business 63
5 Establish great acquisition sources and dominate your market 79
6 Develop market share without spending a fortune 105
7 Ensure repeat business, recommendations and referrals 131
8 Communication, influence, persuasion: customer centricity 155
9 Rules for results in relationships and proposals 173
10 Selective acquisition: choose the keepers and release the others 189
11 The internet, technology and social media 211
Appendix: Tools and resources 227
Special thanks 235
Index 237
RIC WILLMOT is an expert in productivity and performancewith extensive experience in accounting, financial planning andorganisational development consulting. Ric heads a successfulconsulting firm working with major international corporations,which he built from zero in 2004 to seven figures by 2012, usingthe techniques and strategies described in this book --without paying for any advertising or employing any sales ormarketing staff.
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