- How to define and promote your services to the right market
- How to differentiate your business from other similar businesses
- How to price and package your services
- How to turn qualified prospects into customers and build long–term relationships with clients
Meaning Business: How to Get and Stay Focused.
Your Most Important Task: Defining Your Mission so that Everyone Knows Exactly What You Do.
Zeroing In: Finding Your Natural High–Opportunity Market.
Standing Out from the Crowd: The Relationship Strategy for Differentiating Your Services.
Laser–Like Alignment: The Secret Ingredient in Effective Marketing.
Money Matters: ``We Lose Money on Each of These, but We Make It Up in Volume.′′ Building Your Marketing Machine: Turning Prospects into Customers.
Building Your Marketing Machine: Your Marketing Information System.
Packaging for Maximum Benefit: What to Do Before You Print the Brochures.
Presentation: ``What Exactly Is the Sizzle in Actuarial Auditing?′′ Getting the Word Out: Networking, Seminars, and Other Low–Cost Tactics for Promoting New Business.
The Media Message: ``Does It Really Pay to Advertise?′′ Selling without Fear and Loathing: How to Make Selling a Non–Event and Still Succeed.
Staying Alive: What to Do When You Need Business Now.
Success and Beyond: Keeping Marketing Alive in a Large or Growing Firm.