101 Marketing Strategies for Accounting,Law,Consulting,and Professional Services Firms

by Troy Waugh

Copyright@ 2004 by John Wiley&Sons,Inc.All rights reserved.

Contents
Preface xv
Chapter One—Introduction 1
1 Why Market? 3
2 Are You a Top Rainmaker? 5
3 Visionaries Plan for Success 7
4 Motivating Employees for Marketing 9
5 Eight Ways to Build Your Firm Over the Next 12 Months 11

Chapter Two—Prospecting 13
6  Consultant’s Advice Spells Disaster: Instead, All Strategy Begins with the Market 15
7 Turning Prospects into Clients 17
8 The “R” Word . . . 19
9 The Seven Deadly Sins of Prospecting 21
10 Trade Shows Can Create Good Leads 23
11 Broad-based Marketing Supports Prospecting 25
12 Tip Clubs 27

Chapter Three—Qualifying 29
13 Big Hat, No Cattle 31
14 NEAD-PAY 33
15 Too Busy to Grow? 35
16 Use the “David Letterman” Dismissal for Unqualified 37
Clients and Prospects

Chapter Four—Gaining Access to Decision Makers 39
17 Reaching Decision Makers 41
18 Tips to Help You Gain Access to Decision Makers 43
19 Your Message Is the Lure, Your Promise Is the Hook 45
20 Speaking Helps Open Doors 47

Chapter Five—Identifying Decision Influencers 49
21 There Are No Single Decision Makers 51
22 Identifying the Major Decision Influencers 52
23 Understanding Influencers’ Perceptions and Values 54
24 Understanding Influencers’ Personalities 56
25 Planning Each Call Improves Success 58

Chapter Six—Discovering Problems 61
26 Uncovering Prospect Problems 63
27 Good Questions Uncover Problems 64
28 Listening: A Key to Uncovering Problems 66
29 Researching Your Prospects on the Internet 68
30 Your Business Physical Defines Problems 70

Chapter Seven—Developing Needs 73
31 Professionals Recommend, They Don’t Sell 75
32 Take Your Problem Questions Deeper 77
33 Benchmarking to Discover Needs 78
34 Differentiate Your Service 81

Chapter Eight—The “R” Word.... 83
35 Creating Wants 85
36 Listening Is Key to Creating Wants 86
37 Keys to Better Listening for Wants 88
38 Active Listening 90
39 Stimulate Wants with Perceived Value 91
40 Doing the “Needs to Wants” Two-Step 93

Chapter Nine—Building Like and Trust 95
41 Creating a Brand Stimulates Trust 97
42 Like Me, Like My Team 99
43 Table Manners Sell or Repel 100
44 When Your Prospect Visits 102
45 Active Professionals Give Back 104

Chapter Ten—Demonstrating Capabilities 107
46 Demonstrating Your Capabilities Correctly 109
47 Tell a Story, Draw a Picture 111
48 Demonstrate Your Value 113
49 Demonstrate Capabilities with Passion 115
50 Bundling Your Services 116
51 Improving Your Presentation Versatility 118

Chapter Eleven—Handling Objections 121
52 What Is Your Attitude Toward Objections? 123
53 Why Prospects Object 125
54 Two Types of Objections 127
55 Techniques for Answering Objections 129
56 Handling the Price Objection 131

Chapter Twelve—Persuading Decision Influencers 133
57 Win Big with the “Strip Away” 135
58 Control the Sale with Better Questions 137
59 Position Power Sells 139
60 Closing the Sale 141
61 Try the “Puppy Dog Close” 143
62 Winning Proposals 145

Chapter Thirteen—Minimizing Risk 147
63 Support Your Proposal with Solid Evidence  149
64 Minimize Prospect Risk with a Service Guarantee 151
65 Testimonials Minimize Perceived Risk 153
66 Lost Proposal Evaluations  155

Chapter Fourteen—Great Service Builds Loyalty 157
67 Build Client Loyalty with Five-Star Service 159
68 Your Most Important Clients 161
69 Partners: Leaders in Service to Internal Clients 163
70 Consistent Service Builds Brand Loyalty 165
71 Client Satisfaction Surveys Are Passé 166
72 When Your Client Hires a New Chief 169
73 Do You Have Second-Class Clients? 171

Chapter Fifteen—Building Profits 175
74 A Client Business Review 177
75 Market Pricing Based on Value 179
76 Cycle Selling with Clients and Prospects 180

Chapter Sixteen—Offering Dessert 183
77 Offering Dessert, Going for Gold 185
78 Premium Services 187
79 Use the Summary Close with Clients  189

Chapter Seventeen—Soliciting Referrals 191
80 Client Referrals 193
81 The ABCs of RSD—Referral Source Development 195
82 Build Referrals Naturally 197
83 Developing Referral Relationships 199
84 Making the Most of Your Prioritized Prospects 200
85 Panels Get Staff Involved in Referral Development 203

Chapter Eighteen—Becoming an Insider 205
86 Becoming an Insider 207
87 Focus on Client Profits 209
88 Retreat and Advance 1 211
89 Retreat and Advance 2 213
90 Leverage Up the Value Ladder 214
91 Selling to the Top 216

Chapter Nineteen—Strategic Directions 219
92 The One-Firm Concept = Brand 221
93 Lead with Vision  222
94 Strategic Alliances—The Whole Is Greater than the
Sum of the Parts 225
95 Succeed by Failing More 227

Chapter Twenty—Final Thoughts 229
96 Training for Results 231
97 Use Continuing Education for Marketing 232
98 Coaching for Success 234
99 The Value of Training to Train 236
100 Selling Is an Investment 238
101 Strategic Advances for Your Owner Group 240

Appendices
A Sample Marketing Plan Items 243
B Checklist—Seminars, Workshops, and
Training Programs  246
C Receptionist Training 247
D Lost Proposal Evaluation 249
E Checklist—Client Business Review 251
F The Annual Referral Request Letter 253
G Staying in Contact with Specific Types of Referral Sources 255
H Example of a Pre-Retreat Questionnaire for Participants 257
Reference Guide 259
Index 261

[此贴子已经被作者于2008-2-19 16:51:47编辑过]