Professional Services Marketing by Schultz, Mike -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Page Dedication Acknowledgements Introduction Chapter 1 - What Marketing Can Do for a Firm

Generate New Conversations with Potential Buyers Improve the Odds of Winning New Client Engagements Higher Revenue and Higher Fees

Chapter 2 - Marketing Planning

A Marketing Planning Process for Services Firms Two Helpful Tools

Chapter 3 - Keys to Building a Terrible Marketing Strategy

Build the Strategy from the Top Down Don’t Consult with Expert Tacticians Look Only at Your Own Industry and Competition Don’t Create an Environment of Fervent Execution Don’t Plan for Behavioral or Organizational Change Form a Marketing Committee, Then Take Them to Abilene

Chapter 4 - The Seven Levers of Lead Generation and Marketing Planning

Make Outcomes Assumptions Playing with the Assumptions Only Seven Levers Matter

Chapter 5 - How to Think about Fees and Pricing

The Basic Landscape of Pricing Structure Getting the Fees You Deserve Top Challenges Focus on Value

Chapter 6 - Don’t Worry about Your Competition (Let Them Worry about You)

Mistake #1: Over-the-Top Competitive Research Mistake #2: Market and Service Offering Reluctance Mistake #3: Clichéd Competitive Differentiation Mistake #4: Unique Methodology Forget General Marketing Advice Don’t Worry about Crowded Markets Change the Question from Competition to Clients Drop the Clichés Overcome Your Greatest Competitor—Client Indifference When Competition Is the Order of the Day

Chapter 7 - The “Get It Done” Culture

Challenge 1: Lack of Performance Readiness Challenge 2: Disconnect with Reality Challenge 3: Lack of Will

Chapter 8 - Brand—What It Is; Why Bother

How to Think about Service Brands

Chapter 9 - Three Elements of Well-Crafted Brand Messaging

What Buyers Want to Know Foundation of Developing Your Value Proposition Messaging

Chapter 10 - Uncovering Your Key Brand Attributes

Chapter 11 - Your Firm, Your Brand

Who Are We? What Do We Deliver? Competencies and Assets: The Building Blocks of Capabilities FIRM CAPABILITY CHART

Chapter 12 - RAMP Up Your Brand

Recognize Articulate Memorize Prefer

Chapter 13 - On Being Unique and Other Bad Marketing Advice

On Unique Selling Propositions The “Unique and Different” Label Five More Branding Laws That Need Breaking

Chapter 14 - Building Brand and Marketing Messages

How to Think about Brand Messaging Messages and Graphic Designs

Chapter 15 - On Becoming a Thought Leader

Two Keys and Eight Pillars of Thought Leadership Eight Pillars of Intellectual Capital Quality Thought Leader Mind-Set and Motivation What Thought Leaders Can Expect

Chapter 16 - Marketing Communications and Lead Generation Tactics

Outbound Communications and Research Methods Offers, Content, and Experiences

Chapter 17 - Introduction to Lead Generation

Clients Are Waiting to Buy—It’s Your Move What to Expect from Lead Generation Done Well Keys to Professional Services Lead Generation

Chapter 18 - Value and Offers in Lead Generation

Steps to Demonstrating Value Marketing and Selling the Invisible Why to Use Offers and Experiences

Chapter 19 - The Case for Sustained Lead Generation and Relationship Nurturing

Why Sustained Lead Generation Is So Hard to Do, and Why It Matters Sustained Lead Generation Keeps You Top of Mind Nurture the Leads You Already Have Marketing to Current Clients Why Market to Current Clients What Marketing Can’t Do What Marketing Can Do

Chapter 20 - Targeting

Target Your Best Prospects The Boring Work of Targeting and Database Development Know Your Market I Want Names

Chapter 21 - RAIN Selling

Selling with Integrity RAIN Selling Basics Applying RAIN

Chapter 22 - Networking, Relationships, Trust, and Value

Life Before BlackBerry . . . The Outcome of Networking It’s All about the Relationship What Is Networking? Trust and the Building Blocks of Winning New Clients

Chapter 23 - Selling with Hustle, Passion, and Intensity About Wellesley Hills Group AboutRainToday.com About the Authors Index