101 marketing strategies for accounting, law, consulting, and professional services firms
Title:
101 marketing strategies for accounting, law, consulting, and professional services firms
Author:
Waugh, Troy.
ISBN:
9780471651109
Personal Author:
Publication Information:
Hoboken, N.J. : John Wiley, c2004.
Physical Description:
xix, 266 p. ; 24 cm.
Contents:
App. H. Example of a Pre-Retreat Questionnaire for Participants.
Ch. 1. Introduction -- Ch. 2. Prospecting -- Ch. 3. Qualifying -- Ch. 4. Gaining Access to Decision Makers -- Ch. 5. Identifying Decision Influencers -- Ch. 6. Discovering Problems -- Ch. 7. Developing Needs -- Ch. 8. The "R" Word ... -- Ch. 9. Building Like and Trust -- Ch. 10. Demonstrating Capabilities -- Ch. 11. Handling Objections -- Ch. 12. Persuading Decision Influencers -- Ch. 13. Minimizing Risk -- Ch. 14. Great Service Builds Loyalty -- Ch. 15. Building Profits -- Ch. 16. Offering Dessert -- Ch. 17. Soliciting Referrals -- Ch. 18. Becoming an Insider -- Ch. 19. Strategic Directions -- Ch. 20. Final Thoughts -- App. A. Sample Marketing Plan Items -- App. B. Checklist - Seminars, Workshops, and Training Programs -- App. C. Receptionist Training -- App. D. Lost Proposal Evaluation -- App. E. Checklist - Client Business Review -- App. F. The Annual Referral Request Letter -- App. G. Staying in Contact with Specific Types of Referral Sources.
Abstract:
"101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms sets out to build professionals who can sell, rather than sellers who happen to sell law or accounting services. Senior associates and partners of accounting, law, consulting, and other professional business services can find proven strategies and know-how for mastering Waugh's three levels of selling: the development of the relationship, the buying process of the client, and the selling process of the professional." "Presented in a "blueprint" format, the book presents complete sections on each phase of the selling process, which are organized so readers can judge where they are in the crosscurrents of relationship development and the buying process of the client. Short, pointed articles largely taken from the author's successful experience with selling situations are presented to help professionals grasp the essence of each topic."--BOOK JACKET.
Electronic Access:
Publisher description http://www.loc.gov/catdir/description/wiley041/2003021210.htmlTable of contents http://www.loc.gov/catdir/toc/wiley041/2003021210.html
Contributor biographical information http://www.loc.gov/catdir/bios/wiley047/2003021210.html