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Marketing Your Consulting and Professional Services

Revised. Sprache: Englisch.
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Titel: Marketing Your Consulting and Professional Services
Autor/en: Dick Connor, Jeffrey P. Davidson

ISBN: 0471133922
EAN: 9780471133926
Revised.
Sprache: Englisch.
JOHN WILEY & SONS INC

September 1997 - gebunden - 288 Seiten

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 strategicprofile 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—
Partial table of contents: FOUNDATIONAL MATERIAL. 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. TARGETS. 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. Bibliography. Glossary. Appendices. Index. About the Authors.
DICK CONNOR, CMC, is a consultant specializing in accounting and general business and a former associate professor of management at Northwestern Graduate School of Management. He is the author of Increasing Revenue from Your Clients and coauthor with Jeff Davidson of Getting New Clients, both published by Wiley. 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).

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