Marketing Professional Services

ISBN-13: 9781138440982 / Angielski / Twarda / 2017 / 176 str.

Michael Roe

Opis

Marketing Professional Services is a uniquely focused, incisive and practical introduction to new business planning, marketing and selling skills for those in the professional services sector. It is for professionals who have to sell to professionals. Professionals of all types, from accountants and consultants to surveyors and solicitors who have trained in a specific technical skill will understand the power of good clear marketing practice reading this book. If you have to sell yourself and your service to clients this book shows you: The importance of winning new business in an increasingly competitive, deregulated market How to plan for winning new business including a full script for cold calls The techniques, skills and resources required in order to achieve your goals focusing on the three P's of Preparation, Prospection and PersistenceIndividual chapters provide you with a basic grounding in separate sales and marketing issues - from prospecting and cold canvassing to direct marketing and public relations. The book includes sample interactive conversations and provides a constant source of reference for the professional sales person. It is based on long experience of training in this sector and is a short, practical and appropriate introduction to the key concepts.

Spis treści

Chapter 1 Chapter 1 Winning new business — your duty; Chapter 2 Chapter 2 The role of marketing inside a professional services organization; Chapter 3; Chapter 4 Chapter 4 The elements of business development; Chapter 5 Chapter 5 Getting there! Prospection; Chapter 6 Chapter 6 Being there! Cold canvass presenting and pitching; Chapter 7 Chapter 7 PR; Chapter 8 Chapter 8 Advertising; Chapter 9 Chapter 9 Direct marketing; Chapter 10 Chapter 10 Print material; Chapter 11 Chapter 11 Keeping the customers happy; Chapter 12 Chapter 12 A view from the other side; Chapter 13 Chapter 13 Researching your market; Chapter 14 Chapter 14 Next steps — Putting the skills into practice Index;

O autorze

Published in association with The Chartered Institute of Marketing