Professional Services Marketing Wisdom

Auteur

RIC WILLMOT is an expert in productivity and performance with extensive experience in accounting, financial planning and organisational development consulting. Ric heads a successful consulting firm working with major international corporations, which he built from zero in 2004 to seven figures by 2012, using the techniques and strategies described in this book - without paying for any advertising or employing any sales or marketing staff.

Résumé
Effective marketing tactics and strategies for professional service providers If you own and operate your own professional services firm in accounting, finance, law, or another field you know just how important marketing is to the success of your business.

Contenu

About the author ix

Acknowledgements xi

Introduction xiii

1 Identify the clients you want and deserve 1

2 Why you're the best choice for your market niche 21

3 Establish thought leadership and attract true buyers 43

4 You're in the relationship business 63

5 Establish great acquisition sources and dominate your market 79

6 Develop market share without spending a fortune 105

7 Ensure repeat business, recommendations and referrals 131

8 Communication, influence, persuasion: customer centricity 155

9 Rules for results in relationships and proposals 173

10 Selective acquisition: choose the keepers and release the others 189

11 The internet, technology and social media 211

Appendix: Tools and resources 227

Special thanks 235

Index 237