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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Mike Schultz and John Doerr's book: "Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success".
This complete summary of the ideas from Mike Schultz and John Doerr's book "Professional Services Marketing" states that, at one time, professional services firms could grow steadily on the strength of repeat business and client referrals alone. However, it is likely that those days are gone forever. In their book, the authors explain that these firms need to use smart and engaging marketing in order to grow, and get proactive about bringing a steady stream of new clients into your business on an ongoing basis. This summary provides five key areas that need to be covered to grow a professional services firm today and how to approach them.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Professional Services Marketing" and discover the key to growing a professional services firm in today's market.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 35
Veröffentlichungsjahr: 2014
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Book Presentation:Professional Services Marketingby Mike Schultz and John Doerr
Book Abstract
About the Author
Important Note About This Ebook
Summary ofProfessionalServices Marketing(Mike Schultz and John Doerr)
1. Marketing
2. Brand
3. Communicate
4. Leads
5. Rainmakers
Book Presentation:Professional Services Marketingby Mike Schultz and John Doerr
Book Abstract
MAIN IDEA
At one time, professional services firms could grow steadily on the strength of repeat business and client referrals alone. Those days are likely gone forever. To succeed today, you need to use smart and engaging marketing to grow your firm. You have to get proactive about bringing a steady stream of new clients into your business on an ongoing basis if you are to survive and then hopefully grow your business to the size you want. In particular, you need to cover five key areas to succeed today:
“The first rule of services marketing - a key to revenue and profitability growth - is getting your service right. The more value you deliver, the more satisfied your clients will be. The more satisfied they are, the more likely it is they will stay loyal to your firm and refer other clients to you. Get your service right, because the better your firm is able to deliver value to clients, the more marketing will have an impact.”
– Mike Schultz and John Doerr
“We all know that professional services firms used to rely solely on repeat business and referrals to fuel growth. Long as they might for the old days when all they had to do was hang out a shingle and all the selling they had to do was answer the phone when it rang, those days are gone. The ship has sailed. The parade’s gone by. The cheese has moved. And with this change comes opportunity. All you need to do is take advantage of it.”
– Mike Schultz and John Doerr
About the Author
MIKE SCHULTZ is co-president of Wellesley Hills Group, a management consulting, marketing, and lead generation firm which specializes in helping professional services firms grow their revenues. He is an accomplished consultant and public speaker. Mr. Schultz, a graduate of Babson College, is also publisher of RainToday.com and the Services Insider Blog.
JOHN DOERR is also co-president of Wellesley Hills Group. He has over thirty years experience consulting with professional services firms. In addition to acting as a consultant, Mr. Doerr is a public speaker and writer. He develops marketing and growth strategies for his clients. Mr. Doerr is a graduate of Boston University and Boston College.
The Web site for this book is atwww.whillsgroup.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary ofProfessionalServices Marketing(Mike Schultz and John Doerr)
1. Marketing
Create a customized marketing and growth strategy
When you market effectively, you create four desirable outcomes for your professional services firm:
You generate new conversations with potential buyers.You increase the odds you will win new clients.You end up generating more revenue per engagement.You enhance your firm’s reputation to potential new talent.All four of these outcomes are obviously desirable and therefore marketing should be something which is happening all the time rather than just whenever a business downturn arises.
Marketing is essential for any business which hopes to grow and prosper. In particular, marketing can achieve four desirable and measurable outcomes:
Marketing can generate new conversations with potential buyers – it can expand the pool of potential clients you’re targeting. Marketing should be generating worthwhile leads on a regular basis and thereby be expanding your client pool.Good marketing will improve your odds of winning new client engagements
