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

Opis

"Troy Waugh—'the rainmakers' rainmaker'—has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results."
—Howard B. Allenberg, vice chairman and CIO, BDO Seidman, LLP

Finally, peerless focus on how to break into all aspects of the selling process and the currents of relationship and buyer development. Learn how to build your personal and firm business more successfully. Covers the process of relationship and buyer development. Provides proven strategies from hundreds of the world's successful firms.

Order your copy today!

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101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms 6
- About the Author 8
- Our Team 10
- The Rainmaker Academy 13
- Contents 14
- Preface 18
- Chapter One—Introduction 24
  - 1 Why Market? 26
  - 2 Are You a Top Rainmaker? 28
  - 3 Visionaries Plan for Success 30
  - 4 Motivating Employees for Marketing 32
  - 5 Eight Ways to Build Your Firm Over the Next 12 Months 34
- Chapter Two—Prospecting 36
  - 6 Consultant’s Advice Spells Disaster: Instead, All Strategy Begins with the Market 38
  - 7 Turning Prospects into Clients 40

101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms 6
- About the Author 8
- Our Team 10
- The Rainmaker Academy 13
- Contents 14
- Preface 18
- Chapter One—Introduction 24
  - 1 Why Market? 26
  - 2 Are You a Top Rainmaker? 28
  - 3 Visionaries Plan for Success 30
  - 4 Motivating Employees for Marketing 32
  - 5 Eight Ways to Build Your Firm Over the Next 12 Months 34
- Chapter Two—Prospecting 36
  - 6 Consultant’s Advice Spells Disaster: Instead, All Strategy Begins with the Market 38
  - 7 Turning Prospects into Clients 40
  - 8 The “R” Word . . . 42
  - 9 The Seven Deadly Sins of Prospecting 44
  - 10 Trade Shows Can Create Good Leads 46
  - 11 Broad-based Marketing Supports Prospecting 48
  - 12 Tip Clubs 50
- Chapter Three—Qualifying 52
  - 13 Big Hat, No Cattle 54
  - 14 NEAD-PAY 56
  - 15 Too Busy to Grow? 58
  - 16 Use the “David Letterman” Dismissal for Unqualified Clients and Prospects 60
- Chapter Four—Gaining Access to Decision Makers 62
  - 17 Reaching Decision Makers 64
  - 18 Tips to Help You Gain Access to Decision Makers 66
  - 19 Your Message Is the Lure, Your Promise Is the Hook 68
  - 20 Speaking Helps Open Doors 70
- Chapter Five—Identifying Decision Influencers 72
  - 21 There Are No Single Decision Makers 74
  - 22 Identifying the Major Decision Influencers 75
  - 23 Understanding Influencers’ Perceptions and Values 77
  - 24 Understanding Influencers’ Personalities 79
  - 25 Planning Each Call Improves Success 81
- Chapter Six—Discovering Problems 84
  - 26 Uncovering Prospect Problems 86
  - 27 Good Questions Uncover Problems 87
  - 28 Listening: A Key to Uncovering Problems 89
  - 29 Researching Your Prospects on the Internet 91
  - 30 Your Business Physical Defines Problems 93
- Chapter Seven—Developing Needs 96
  - 31 Professionals Recommend, They Don’t Sell 98
  - 32 Take Your Problem Questions Deeper 100
  - 33 Benchmarking to Discover Needs 101
  - 34 Differentiate Your Service 104
- Chapter Eight—The “R” Word.... 106
  - 35 Creating Wants 108
  - 36 Listening Is Key to Creating Wants 109
  - 37 Keys to Better Listening for Wants 111
  - 38 Active Listening 113
  - 39 Stimulate Wants with Perceived Value 114
  - 40 Doing the “Needs to Wants” Two-Step 116
- Chapter Nine—Building Like and Trust 118
  - 41 Creating a Brand Stimulates Trust 120
  - 42 Like Me, Like My Team 122
  - 43 Table Manners Sell or Repel 123
  - 44 When Your Prospect Visits 125
  - 45 Active Professionals Give Back 127
- Chapter Ten—Demonstrating Capabilities 130
  - 46 Demonstrating Your Capabilities Correctly 132
  - 47 Tell a Story, Draw a Picture 134
  - 48 Demonstrate Your Value 136
  - 49 Demonstrate Capabilities with Passion 138
  - 50 Bundling Your Services 139
  - 51 Improving Your Presentation Versatility 141
- Chapter Eleven—Handling Objections 144
  - 52 What Is Your Attitude Toward Objections? 146
  - 53 Why Prospects Object 148
  - 54 Two Types of Objections 150
  - 55 Techniques for Answering Objections 152
  - 56 Handling the Price Objection 154
- Chapter Twelve—Persuading Decision Influencers 156
  - 57 Win Big with the “Strip Away” 158
  - 58 Control the Sale with Better Questions 160
  - 59 Position Power Sells 162
  - 60 Closing the Sale 164
  - 61 Try the “Puppy Dog Close” 166
  - 62 Winning Proposals 168
- Chapter Thirteen—Minimizing Risk 170
  - 63 Support Your Proposal with Solid Evidence 172
  - 64 Minimize Prospect Risk with a Service Guarantee 174
  - 65 Testimonials Minimize Perceived Risk 176
  - 66 Lost Proposal Evaluations 178
- Chapter Fourteen—Great Service Builds Loyalty 180
  - 67 Build Client Loyalty with Five-Star Service 182
  - 68 Your Most Important Clients 184
  - 69 Partners: Leaders in Service to Internal Clients 186
  - 70 Consistent Service Builds Brand Loyalty 188
  - 71 Client Satisfaction Surveys Are Passé 189
  - 72 When Your Client Hires a New Chief 192
  - 73 Do You Have Second-Class Clients? 194
- Chapter Fifteen—Building Profits 198
  - 74 A Client Business Review 200
  - 75 Market Pricing Based on Value 202
  - 76 Cycle Selling with Clients and Prospects 203
- Chapter Sixteen—Offering Dessert 206
  - 77 Offering Dessert, Going for Gold 208
  - 78 Premium Services 210
  - 79 Use the Summary Close with Clients 212
- Chapter Seventeen—Soliciting Referrals 214
  - 80 Client Referrals 216
  - 81 The ABCs of RSD—Referral Source Development 218
  - 82 Build Referrals Naturally 220
  - 83 Developing Referral Relationships 222
  - 84 Making the Most of Your Prioritized Prospects 223
  - 85 Panels Get Staff Involved in Referral Development 226
- Chapter Eighteen—Becoming an Insider 228
  - 86 Becoming an Insider 230
  - 87 Focus on Client Profits 232
  - 88 Retreat and Advance 1 234
  - 89 Retreat and Advance 2 236
  - 90 Leverage Up the Value Ladder 237
  - 91 Selling to the Top 239
- Chapter Nineteen—Strategic Directions 242
  - 92 The One-Firm Concept = Brand 244
  - 93 Lead with Vision 245
  - 94 Strategic Alliances—The Whole Is Greater than the Sum of the Parts 248
  - 95 Succeed by Failing More 250
- Chapter Twenty—Final Thoughts 252
  - 96 Training for Results 254
  - 97 Use Continuing Education for Marketing 255
  - 98 Coaching for Success 257
  - 99 The Value of Training to Train 259
  - 100 Selling Is an Investment 261
  - 101 Strategic Advances for Your Owner Group 263
- Appendices 266
  - A Sample Marketing Plan Items 266
  - B Checklist—Seminars, Workshops, and Training Programs 269
  - C Receptionist Training 270
  - D Lost Proposal Evaluation 272
  - E Checklist—Client Business Review 274
  - F The Annual Referral Request Letter 276
  - G Staying in Contact with Specific Types of Referral Sources 278
  - H Example of a Pre-Retreat Questionnaire for Participants 280
- Reference Guide 282
- Index 284

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