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 MarketingTM (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 Sales Trainer Euskirchen, Germany
The Client–Centered Marketing Process.
The Client–Centered Marketing Process Model.
MARKETING FACTORS ANALYSIS.
Evaluating Your Current Clients.
Managing Your Current Leverage Relationships.
Building Your Firm′s Strategic Profile.
Managing Your Targets of Attention.
Selecting an Industry for Special Attention.
AN INSIDER′S UNDERSTANDING.
Developing an Insider′s Understanding of the Industry.
SERVING THE NICHE.
Building Marketing into the Fabric of the Firm.
Preparing Value–Adding Solutions.
DEVELOPING AND CODIFYING YOUR MARKETING PROCESSES.
Positioning Your Business.
Writing That Works.
Selling the Value–Adding Solution.
MANAGING THE CLIENT–CENTERED MARKETING PROCESS.
Wrapping It All Up.
About the Authors.
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).