Professional services marketing [electronic resource] : how the best firms build premiere brands, thriving lead generation engines, and cultures of business development success

Praise for Professional Services Marketing. "This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading.". - David Maister , author of Managing the Professional Service Firm. " Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive...BRAVO!". - Leonard A. Schlesinger , President, Babson College, and coauthor of The Service Profit Chain. "It's no longer sufficien Read more... What marketing can do for a firm -- Marketing planning -- Keys to building a terrible marketing strategy -- The seven levers of lead generation and marketing planning -- How to think about fees and pricing -- Don't worry about your competition (let them worry about you) -- The "get it done" culture -- Brand : what it is, why bother -- Three elements of well-crafted brand messaging -- Uncovering your key brand attributes -- Your firm, your brand -- RAMP up your brand -- On being unique and other bad marketing advice -- Building brand and marketing messages -- On becoming a thought leader -- Marketing communications and lead generation tactics -- Introduction to lead generation -- Value and offers in lead generation -- The case for sustained lead generation and relationship nurturing -- Targeting -- RAIN selling -- Networking, relationships, trust, and value -- Selling with hustle, passion, and intensity Praise for Professional Services Marketing "This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading." -- David Maister , author of Managing the Professional Service Firm " Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive...BRAVO!" -- Leonard A. Schlesinger , President, Babson College, and coauthor of The Service Profit Chain "It's no longer sufficient to be a good 'expert for hire'--you need a brand and a powerful marketing engine behind you. Professional Services Marketing is a gold mine of research based strategies, best practices, and specific techniques that will help you consistently win in the client marketplace and outshine your competition. It's thoughtful, funny, and filled with the how-to so often missing in business books." -- Andrew Sobel , coauthor of Clients for Life "Schultz and Doerr offer tactics and information in an easy-to-read, concise, and enjoyable format. Professional Services Marketing should be a required resource in every professional marketer's tool box!" -- R. Granville Loar , Executive Director, Association for Accounting Marketing "This book is an excellent resource for anyone involved in professional services. It is especially timely in our current challenging economic conditions, and the ideas and guidance are relevant for the better times to come as well." -- Josh Lee , Partner, Monitor Group "Smart. Practical. Comprehensive. This is the one book that won't collect dust on my shelf." -- Kevin McMurdo , Chief Marketing Officer, Perkins Coie " Professional Services Marketing is the first book to directly address the challenges of the professional services marketer. This book is filled with practical wisdom and research on best practices and processes specifically for this industry. A must-read for anyone in a professional services firm!" -- Paul Dunay , Global Director of Integrated Marketing, BearingPoint This is a proven, experience-tested, research-based approach to marketing for professional services firms. "Professional Services Marketing" is a field-tested and research-based approach to marketing and client development for professional services firms. Based on insight from firms that succeed and the science of how clients buy, it's the perfect book for consultants, attorneys, accountants, engineers, and other professional service providers. The book covers five key areas that are critical for firms that want to grow their revenues and themselves - creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; lead generation strategies; and developing business by winning new clients. It includes case studies that illustrate major points and quotes and stories from well-respected professionals in the industry. Mike Schultz (Framingham, MA) is Co-President of Wellesley Hills Group, where he works as a consultant and expert in professional services marketing. John E. Doerr (Framingham, MA) is Co-President of Wellesley Hills Groups and has spent 30 years in professional services What Marketing Can Do For A Firm -- Marketing Planning -- Keys To Building A Terrible Marketing Strategy -- The Seven Levers Of Lead Generation And Marketing Planning -- How To Think About Fees And Pricing -- Don't Worry About Your Competition (let Them Worry About You) -- The Get It Done Culture -- Brand : What It Is, Why Bother -- Three Elements Of Well-crafted Brand Messaging -- Uncovering Your Key Brand Attributes -- Your Firm, Your Brand -- Ramp Up Your Brand -- On Being Unique And Other Bad Marketing Advice -- Building Brand And Marketing Messages -- On Becoming A Thought Leader -- Marketing Communications And Lead Generation Tactics -- Introduction To Lead Generation -- Value And Offers In Lead Generation -- The Case For Sustained Lead Generation And Relationship Nurturing -- Targeting -- Rain Selling -- Networking, Relationships, Trust, And Value -- Selling With Hustle, Passion, And Intensity. Mike Schultz, John E. Doerr. Includes Bibliographical References And Index. Praise for Professional Services Marketing. "This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading."--David Maister, author of Managing the Professional Service Firm." Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive ... BRAVO!"--Leonard A. Schlesinger, President, Babson College, and coauthor of The Service Profit Chain. "It's no longer sufficien What marketing can do for a firm Marketing planning Keys to building a terrible marketing strategy The seven levers of lead generation and marketing planning How to think about fees and pricing Don't worry about your competition (let them worry about you) The "get it done" culture Brand? What it is. Why bother Three elements of well crafted brand messaging Uncovering your key brand attributes.