Marketing your consulting and professional services:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York u.a.
Wiley
1997
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVII, 266 S. graph. Darst. |
| ISBN: | 0471133922 |
Staff View
MARC
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| 100 | 1 | |a Connor, Richard A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing your consulting and professional services |c Dick Connor ; Jeff Davidson |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a New York u.a. |b Wiley |c 1997 | |
| 300 | |a XVII, 266 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 650 | 4 | |a Conseils en marketing - Guides, manuels, etc | |
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Record in the Search Index
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| adam_text | J Contents
List of Figures xv
part one Foundational Material 1
Part One presents a working definition of the client
centered marketing approach, explains major dimen¬
sions of the approach, introduces terms, highlights
objectives and strategies, lists insights and lessons
learned, and explains the client centered marketing
process model.
* 1 The Client Centered Marketing Process 3
•2 The Client Centered Marketing Process Model 12
part two Marketing Factors Analysis 19
This section shows you how to handle the details in¬
volved in doing a major marketing factors analysis of
your business.
3 Preparing for a Marketing Analysis
of Your Current Business or Practice 21
xi
xii Contents
4 Evaluating Your Current Clients 32
5 Evaluating Your Prospects in Hand 41
6 Managing Your Current Leverage Relationships 45
7 Sizing Up Your Services 55
8 Building Your Firm s Strategic Profile 63
/ part three Targets 73
This section focuses on your targets of opportunity
and targets of attention. Targets represent the rela¬
tionships and marketing factors that need your atten¬
tion and, often, your action. Your goal in managing
this element is to efficiently replenish and expand
your desired target niche. Clients and others in this
element represent your potential new business op¬
portunities.
• 9 Managing Your Targets of Opportunity 75
. 10 Managing Your Targets of Attention 80
t 11 Managing Your Targets of Influence 84
12 Selecting an Industry for Special Attention 88
part four An Insider s Understanding 95
Developing an insider s understanding of the niche
involves getting client smart about the working of the
client s industry and market.
* 13 Developing an Insider s Understanding of the Industry 97
• 14 Developing an Insider s Understanding
of Your Niche s Market 104
* 15 Selecting Needs You Can Meet with Available Resources 111
Contents xiii
part five Serving the Niche 115
This section is all about organizing to serve the niche
marketing systems.
16 Building Marketing into the Fabric of the Firm 117
17 Building a Responsive Marketing Organization 123
18 Building Your Marketing Information System 128
19 Preparing Value Adding Solutions 133
part six Developing and Codifying Your
Marketing Processes 139
Part Six identifies a marketing process as a set of sys¬
tems, decisions, and actions designed to deliver a
component of strategic value in which inputs are
converted into value added outputs. Areas covered
include building and maintaining a favorable aware¬
ness, acquisition of new revenue, and the satisfaction
process.
20 Positioning Your Business 141
21 Building Your Firm s Intended Image 148
22 Speaking to Targeted Groups 154
23 Writing That Works 166
24 Tapping the Local Press 177
25 Leveraging Your Memberships
in the Niche s Organizations 185
26 Expanding Services to Current Clients 193
27 Prospecting for High Potential New Clients 197
28 Selling the Value Adding Solution 205
xiv Contents
29 Preparing a Winning Proposal 213
30 Ensuring Client Satisfaction 218
part seven Managing the Client Centered
Marketing Process 225
This section discusses the importance of strategic
thinking, presents the authors personal strategic
plans, and summarizes key client centered points.
31 Developing Your Strategic Plan 227
32 Wrapping It All Up 238
Bibliography 245
Glossary 247
Appendix A The Standard Industrial Classification
(SIC) Code System 251
Appendix B A Sampling of Industry, Professional,
Small Business, and Trade Associations 255
Index 263
About the Authors 267
J List of Figures
2 1 Client Centered Marketing Process Model 14
3 1 Current Client Data Entry Form 26
3 2 Current Prospect Data Entry Form 27
3 3 Current Leverage Relationship Data Entry Form 28
3 4 Relationship of Data Entry to Figures to Be Prepared 30
4 1 Current Clients Work Sheet 34
4 2 Sample Personal Marketing Plan Form 36
5 1 Current Prospects Work Sheet 42
6 1 Current Client Referral Sources Work Sheet 48
6 2 Current Nonclient Referral Sources Work Sheet 50
6 3 Niche Influential Work Sheet 52
6 4 Strategic Alliance Partners Work Sheet 54
7 1 Current Services Profile 56
7 2 Client Centered Service Analysis 59
7 3 Completed Client Centered Service Analysis 62
xv
xvi List of Figures
8 1 Personal Billing Performance 65
8 2 Clients Acquired/Lost Profile 66
8 3 Analyzing Your Industry Mix 68
8 4 Implications of Your Existing Clients and Industry Mix 70
8 5 Current Market/ZIP Mix 71
9 1 Targets of Opportunity and Related Actions 76
9 2 Identifying Targets of Opportunity 79
10 1 Policy and Checklist for Vulnerable Client Situations 82
11 1 Preferred Prospective Client Profile 86
13 1 Sources of Industry Critical Success Factors
(CSFs) Information 100
13 2 A Checklist of Industry Data Sources 102
14 1 Sizing Up the Individual Players in the Market 107
14 2 An Insider s Market Analysis 109
15 1 Need Solution Candidate Matrix 112
16 1 Existing Client s Marketing Responsibilities by
Level of Responsibility 121
17 1 Top Management s Three Broad Areas
of Responsibility 125
19 1 Need Scenario Work Sheet 135
19 2 Mapping Out a Value Added Solution:
Dick s Program 136
19 3 Mapping Out a Value Added Solution:
Jeff s Program 137
20 1 Positioning Accomplishes at Least Four Goals 142
20 2 Three Things Targets Want to Know about You 143
21 1 Determining Value Drivers to Highlight 151
22 1 Sample Speaker s Letter 156
List of Figures xvii
22 2 Deliver Your Talk Like a Pro—Working from a Script 159
22 3 Meeting Room Setup 161
22 4 Checklist for Effective Speaking Engagement 162
24 1 Good Topics for News Releases 179
24 2 Sample News Release 181
24 3 Sample Public Thank You Notice 182
24 4 Submitting Letters to the Editor 183
25 1 Sample Community Involvement Planning Form 188
25 2 Volunteer Groups 190
25 3 Suggested Types of Organizations by Staff and
Executive Level 191
27 1 Three Types of Prospecting 198
27 2 Preparing the Initial Contact Mailing Package 202
28 1 Interview Guide Sections 208
28 2 World Class Selling Skills 211
30 1 Recovery Action Sequence 222
31 1 Information to Complete Your Pesonal
Marketing Plan 231
31 2 Sample Form for Your Personal Marketing Plan 232
31 3 Sample Goals Statements 235
31 4 Financial Goals Statement 236
31 5 Refresher List of Client Centered Marketing Activities 237
32 1 As a Professional, DO 241
32 2 As a Client Centered Professional, DON T 242
32 3 In Providing Your Service, DO 242
32 4 In Providing Your Service, DON T 243
32 5 In Representing Your Firm to the Client, DO 243
32 6 In Addressing Client Needs and Problems, DO 243
|
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| author | Connor, Richard A. Davidson, Jeffrey P. |
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| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| id | DE-604.BV011933124 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:18:46Z |
| institution | BVB |
| isbn | 0471133922 |
| language | English |
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| physical | XVII, 266 S. graph. Darst. |
| publishDate | 1997 |
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| publisher | Wiley |
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| spelling | Connor, Richard A. Verfasser aut Marketing your consulting and professional services Dick Connor ; Jeff Davidson 3. ed. New York u.a. Wiley 1997 XVII, 266 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Conseils en marketing - Guides, manuels, etc Marketing gtt Professions libérales - Marketing - Guides, manuels, etc Consultants Marketing Handbooks, manuals, etc Professions Marketing Handbooks, manuals, etc Dienstleistungssektor (DE-588)4012183-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Dienstleistungssektor (DE-588)4012183-5 s DE-604 Davidson, Jeffrey P. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008066229&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Connor, Richard A. Davidson, Jeffrey P. Marketing your consulting and professional services Conseils en marketing - Guides, manuels, etc Marketing gtt Professions libérales - Marketing - Guides, manuels, etc Consultants Marketing Handbooks, manuals, etc Professions Marketing Handbooks, manuals, etc Dienstleistungssektor (DE-588)4012183-5 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012183-5 (DE-588)4037589-4 |
| title | Marketing your consulting and professional services |
| title_auth | Marketing your consulting and professional services |
| title_exact_search | Marketing your consulting and professional services |
| title_full | Marketing your consulting and professional services Dick Connor ; Jeff Davidson |
| title_fullStr | Marketing your consulting and professional services Dick Connor ; Jeff Davidson |
| title_full_unstemmed | Marketing your consulting and professional services Dick Connor ; Jeff Davidson |
| title_short | Marketing your consulting and professional services |
| title_sort | marketing your consulting and professional services |
| topic | Conseils en marketing - Guides, manuels, etc Marketing gtt Professions libérales - Marketing - Guides, manuels, etc Consultants Marketing Handbooks, manuals, etc Professions Marketing Handbooks, manuals, etc Dienstleistungssektor (DE-588)4012183-5 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Conseils en marketing - Guides, manuels, etc Marketing Professions libérales - Marketing - Guides, manuels, etc Consultants Marketing Handbooks, manuals, etc Professions Marketing Handbooks, manuals, etc Dienstleistungssektor |
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