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Marketing Your Consulting and Professional Services. 3rd Edition

  • ID: 2220084
  • Book
  • October 1997
  • 288 Pages
  • John Wiley and Sons Ltd
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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 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

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Partial table of contents:


The Client–Centered Marketing Process.

The Client–Centered Marketing Process Model.


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.


Developing an Insider′s Understanding of the Industry.


Building Marketing into the Fabric of the Firm.

Preparing Value–Adding Solutions.


Positioning Your Business.

Writing That Works.

Selling the Value–Adding Solution.


Wrapping It All Up.





About the Authors.
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Dick Connor
Jeff Davidson
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