Marketing Your Services: A Step-By-Step Guide for Small Businesses and Professionals

ISBN-13: 9780471509486 / Angielski / Twarda / 1991 / 256 str.

Anthony O. Putnam; Anthony O. Putman;Putman

Opis

Marketing Your Services You may be one of the best doctors, consultants, accountants, caterers, or investment advisors around, but when it comes to marketing your service, you may also be the first one to admit, "I don't know what to do." Now, here's a book that shows you, step by step, how to market your services--painlessly, confidently, profitably. Marketing Your Services shows you:
* How to define and promote your services to the right market
* How to differentiate your business from other similar businesses
* How to price and package your services
* How to turn qualified prospects into customers and build long-term relationships with clients
"This is the best book I have seen about Marketing--making your mark in a way that hits the mark. You will be provoked, persuaded, and pleased by this guidebook for painless marketing mastery." --Chip R. Bell Author, Service Wisdom "Simply put, this is the most useful book on marketing for service firms I know of. It is also the best written. Read it." --Clay Carr Author, Front-Line Customer Service "An excellent guide to the marketing maze for any small business that wants to get a firm handle on just what service they provide, and learn how to enjoy making money doing it." --Martin T. Cannon Director, Paper Product Development The Procter & Gamble Company

Spis treści

Honk If You Hate Marketing: You Don′t Have to Become a Huckster.

Meaning Business: How to Get and Stay Focused.

Your Most Important Task: Defining Your Mission so that Everyone Knows Exactly What You Do.

Zeroing In: Finding Your Natural High–Opportunity Market.

Standing Out from the Crowd: The Relationship Strategy for Differentiating Your Services.

Laser–Like Alignment: The Secret Ingredient in Effective Marketing.

Money Matters: ``We Lose Money on Each of These, but We Make It Up in Volume.′′ Building Your Marketing Machine: Turning Prospects into Customers.

Building Your Marketing Machine: Your Marketing Information System.

Packaging for Maximum Benefit: What to Do Before You Print the Brochures.

Presentation: ``What Exactly Is the Sizzle in Actuarial Auditing?′′ Getting the Word Out: Networking, Seminars, and Other Low–Cost Tactics for Promoting New Business.

The Media Message: ``Does It Really Pay to Advertise?′′ Selling without Fear and Loathing: How to Make Selling a Non–Event and Still Succeed.

Staying Alive: What to Do When You Need Business Now.

Success and Beyond: Keeping Marketing Alive in a Large or Growing Firm.

Resources.

Index.

O autorze

About the author ANTHONY O. PUTMAN has spent 20 years as a consultant specializing in helping businesses (including IBM, Bell Labs, and Peat Marwick) align their services with their markets. Dr. Putman holds his doctorate in psychology and is listed in Who′s Who in Finance and Industry.