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.

Table of Contents

Acknowledgments. Introduction. 1 What Marketing Can Do for a Firm. 2 Marketing Planning. 3 Keys to Building a Terrible Marketing Strategy. 4 The Seven Levers of Lead Generation and Marketing Planning. 5 How to Think about Fees and Pricing. 6 Don't Worry about Your Competition (Let Them Worry about You). 7 The "Get It Done" Culture. 8 Brand-What It Is; Why Bother. 9 Three Elements of Well-Crafted Brand Messaging. 10 Uncovering Your Key Brand Attributes. 11 Your Firm, Your Brand. 12 RAMP Up Your Brand. 13 On Being Unique and Other Bad Marketing Advice. 14 Building Brand and Marketing Messages. 15 On Becoming a Thought Leader. 16 Marketing Communications and Lead Generation Tactics. 17 Introduction to Lead Generation. 18 Value and Offers in Lead Generation. 19 The Case for Sustained Lead Generation and Relationship Nurturing. 20 Targeting. 21 RAIN Selling. 22 Networking, Relationships, Trust, and Value. 23 Selling with Hustle, Passion, and Intensity. About Wellesley Hills Group. About RainToday.com. About the Authors. Index.

About the Author

Mike Schultz is Co-President of Wellesley Hills Group, where he works as a consultant and speaker in professional services marketing and business development. He publishes RainToday.com, the leading source for insight, advice, and tools for growing a professional services business, and the Services Insider Blog and podcast series. John E. Doerr is Co-President of Wellesley Hills Group and has spent thirty years in professional services leadership. He consults, speaks, and writes on the strategy and tactics of marketing and business development for professional services. For more information or to contact the authors, please visit www.whillsgroup.com or www.raintoday.com.