Marketing your consulting and professional services
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Abstract
FOUNDATIONS. The Client-Centered Marketing Approach. The Client-Centered Marketing System. THE ACTION INVENTORY. Getting Started by Taking Stock. Classifying Your Current Clients. Assessing Your Current Prospective Clients. Assessing Your Financial Performance. Assessing Your Current and Potential Niches. Sizing Up Your Service. Cultivating Your Existing Referral Sources. DETERMINING YOUR TARGETS: LEVERAGING IN ACTION. Working with Your Targets of Opportunity. Tracking Your Targets of Attention. Developing Your Targets of Influence. PRINT-RELATED PROMOTION. Developing Client-Centered Action Letters. Writing and Using Articles. Tapping the Local Press. Using Direct Mail. Producing Winning Proposals. Desktop Publishing as a Marketing Tool. Building a Brochure That Works. Advertising for Results. PERSONAL PROMOTION. Leveraging Your Memberships. Speaking: An Underused, Undervalued Tool. Using Video as a Marketing Tool. Prospecting Like a Pro. Mastering Personal Selling. MANAGING YOUR MARKETING FUNCTIONS. Developing Your Strategic Plan. Preparing Your Marketing Plan. Glossary. Appendices. Index.