Description
Book SynopsisWhile finding and keeping a core group of clients remains the breadand butter of any consultant''s business, doing so is far fromsimple in a field that''s becoming increasingly crowded andcompetitive. Today, as the result of drastic shifts in thelandscape--information technology, virtual organizations,telecommuting--targeting and attracting clients is a greaterchallenge than ever. To help you meet that challenge head on,Marketing Your Consulting and Professional Services, the bible forconsultants and professionals worldwide, has been thoroughlyrevised and expanded. This brand new Third Edition gives you thetools and the know-how to survive and thrive in today''s toughmarket.
Beginning with a comprehensive overview, this updated resourcekeeps you abreast of current trends and issues. In addition, you''llfind complete coverage of Dick Connor''s innovative--and highlyeffective--Client-Centered Marketing (CCM) approach, a practicaldeliverables-driven system for penetrating specifi
Table of ContentsPartial table of contents:
FOUNDATIONAL MATERIAL.
The Client-Centered Marketing Process.
The Client-Centered Marketing Process Model.
MARKETING FACTORS ANALYSIS.
Evaluating Your Current Clients.
Managing Your Current Leverage Relationships.
Building Your Firm's Strategic Profile.
TARGETS.
Managing Your Targets of Attention.
Selecting an Industry for Special Attention.
AN INSIDER'S UNDERSTANDING.
Developing an Insider's Understanding of the Industry.
SERVING THE NICHE.
Building Marketing into the Fabric of the Firm.
Preparing Value-Adding Solutions.
DEVELOPING AND CODIFYING YOUR MARKETING PROCESSES.
Positioning Your Business.
Writing That Works.
Selling the Value-Adding Solution.
MANAGING THE CLIENT-CENTERED MARKETING PROCESS.
Wrapping It All Up.
Bibliography.
Glossary.
Appendices.
Index.
About the Authors.
