{"product_id":"marketing-your-consulting-and-professional-services-isbn-9780471133926","title":"Marketing Your Consulting and Professional Services","description":"While finding and keeping a core group of clients remains the breadand butter of any consultant's business, doing so is far fromsimple in a field that's becoming increasingly crowded andcompetitive. Today, as the result of drastic shifts in thelandscape--information technology, virtual organizations,telecommuting--targeting and attracting clients is a greaterchallenge than ever. To help you meet that challenge head on,Marketing Your Consulting and Professional Services, the bible forconsultants and professionals worldwide, has been thoroughlyrevised and expanded. This brand new Third Edition gives you thetools and the know-how to survive and thrive in today's toughmarket.\u003cbr\u003e \u003cbr\u003e Beginning with a comprehensive overview, this updated resourcekeeps you abreast of current trends and issues. In addition, you'llfind complete coverage of Dick Connor's innovative--and highlyeffective--Client-Centered Marketing (CCM) approach, a practical\"deliverables-driven\" system for penetrating specific markets. Thiseasy-to-follow, six-part process helps you achieve a myriad ofessential marketing objectives: from expanding services for currentclients and capitalizing on the potential within your business togenerating profitable growth and managing your image with clientsand targets.\u003cbr\u003e \u003cbr\u003e With a wealth of new information that focuses on finding andqualifying new clients--what every consultant worries aboutmost--this new edition of Marketing Your Consulting andProfessional Services, Third Edition provides essential informationon:\u003cbr\u003e * Analyzing your current business or practice--evaluating clients,assessing existing prospects, preparing a strategic profile\u003cbr\u003e * Becoming \"client smart\"--determining how the niche industry isorganized, identifying requirements for success, determining itsneeds\u003cbr\u003e * Building market awareness--maintaining positive name recognition,establishing your firm's intended image\u003cbr\u003e * Prospecting--acquiring new, high-potential clients, preparing awinning proposal, selling the value-adding solution\u003cbr\u003e * Ensuring client satisfaction--handling service and relationshipbreakdowns with a practical recovery action sequence\u003cbr\u003e \u003cbr\u003e Complete with helpful worksheets and checklists, as well as precisedefinitions of terminology and an annotated bibliography, MarketingYour Consulting and Professional Services, Third Edition is a mustfor today's fiercely competitive, highly demandingmarketplace.\u003cbr\u003e \u003cbr\u003e Praise for the previous edition of Marketing Your Consulting andProfessional Services\u003cbr\u003e \u003cbr\u003e \"Loaded with examples, useful forms, and informative exhibits,Marketing Your Consulting and Professional Services is anextraordinary how-to manual that provides vital step-by-stepinstruction and advice on how to maximize profitability andsuccess. . . . Marketing is a how-to you shouldn't do without.\" --Managers Magazine\u003cbr\u003e \u003cbr\u003e \"This is definitely a 'MUST READ' book for entrepreneurs andbusiness professionals of all types. The attention to detailprovides practical insights on the critical keys to marketingsuccess.\" -- Dr. Peter Johnson, Corporate MarketingStrategist\u003cbr\u003e \u003cbr\u003e \"As today's business environment becomes increasingly competitive,consulting professionals look for fresh approaches and innovativeideas to 'cut through the clutter' and increase their share ofbusiness. Marketing Your Consulting and Professional Servicesprovides highly useful information for every professionalconsultant. It's an essential purchase.\" -- Jonathan D. Blum,Managing Director -- Ogilvy \u0026amp; Mather Public Relations,Singapore\u003cbr\u003e \u003cbr\u003e \"Marketing Your Consulting and Professional Services is excellent.It contains down-to-earth, indispensable tips for marketingconsulting services. Vital reading for both beginners and seasonedconsultants--worldwide. I wish I had had this daily guide during myrough start.\" -- Dr. Oskar Pack, Management Consultant and SalesTrainer -- Euskirchen, GermanyDieses Buch hilft Beratern, sich selbst und ihre jeweiligen Dienstleistungen zu vermarkten. Der Autor beschreibt mit dem Client-Centered Marketing (Kundenorientiertes Markekting) eine Methode, neue Märkte zu durchdringen. Detailliert wird aufgeführt, wie man eine Lücke im Beratungsangebot aufspürt, diese Lücke ausnutzt, einen bestimmten Industriezweig anvisiert und untersucht, den Zielmarkt versteht, potentielle Kunden klassifiziert und bewertet, mit Beratungsleistungen wirbt und diese dann an den Zielmarkt verkauft. Diese 3. Auflage besteht aus einer weitgehend überarbeiteten und umstrukturierten 2. Auflage und enthält darüber hinaus 12 neue Kapitel. (10\/97) Partial table of contents:\u003cbr\u003e \u003cbr\u003e FOUNDATIONAL MATERIAL.\u003cbr\u003e \u003cbr\u003e The Client-Centered Marketing Process.\u003cbr\u003e \u003cbr\u003e The Client-Centered Marketing Process Model.\u003cbr\u003e \u003cbr\u003e MARKETING FACTORS ANALYSIS.\u003cbr\u003e \u003cbr\u003e Evaluating Your Current Clients.\u003cbr\u003e \u003cbr\u003e Managing Your Current Leverage Relationships.\u003cbr\u003e \u003cbr\u003e Building Your Firm's Strategic Profile.\u003cbr\u003e \u003cbr\u003e TARGETS.\u003cbr\u003e \u003cbr\u003e Managing Your Targets of Attention.\u003cbr\u003e \u003cbr\u003e Selecting an Industry for Special Attention.\u003cbr\u003e \u003cbr\u003e AN INSIDER'S UNDERSTANDING.\u003cbr\u003e \u003cbr\u003e Developing an Insider's Understanding of the Industry.\u003cbr\u003e \u003cbr\u003e SERVING THE NICHE.\u003cbr\u003e \u003cbr\u003e Building Marketing into the Fabric of the Firm.\u003cbr\u003e \u003cbr\u003e Preparing Value-Adding Solutions.\u003cbr\u003e \u003cbr\u003e DEVELOPING AND CODIFYING YOUR MARKETING PROCESSES.\u003cbr\u003e \u003cbr\u003e Positioning Your Business.\u003cbr\u003e \u003cbr\u003e Writing That Works.\u003cbr\u003e \u003cbr\u003e Selling the Value-Adding Solution.\u003cbr\u003e \u003cbr\u003e MANAGING THE CLIENT-CENTERED MARKETING PROCESS.\u003cbr\u003e \u003cbr\u003e Wrapping It All Up.\u003cbr\u003e \u003cbr\u003e Bibliography.\u003cbr\u003e \u003cbr\u003e Glossary.\u003cbr\u003e \u003cbr\u003e Appendices.\u003cbr\u003e \u003cbr\u003e Index.\u003cbr\u003e \u003cbr\u003e About the Authors. DICK CONNOR, CMC, is a consultant specializing in accounting andgeneral business and a former associate professor of management atNorthwestern Graduate School of Management. He is the author ofIncreasing Revenue from Your Clients and coauthor with JeffDavidson of Getting New Clients, both published by Wiley.\u003cbr\u003e \u003cbr\u003e JEFF DAVIDSON, CMC, is a full-time professional speaker and theauthor of 25 books, including Marketing on a Shoestring: Low-CostTips for Marketing Your Products or Services (Wiley).  While finding and keeping a core group of clients remains the bread and butter of any consultant’s business, doing so is far from simple in a field that’s becoming increasingly crowded and competitive. Today, as the result of drastic shifts in the landscape—information technology, virtual organizations, telecommuting—targeting and attracting clients is a greater challenge than ever. To help you meet that challenge head on, Marketing Your Consulting and Professional Services, the bible for consultants and professionals worldwide, has been thoroughly revised and expanded. This brand new Third Edition gives you the tools and the know-how to survive and thrive in today’s tough market. Beginning with a comprehensive overview, this updated resource keeps you abreast of current trends and issues. In addition, you’ll find complete coverage of Dick Connor’s innovative—and highly effective—Client-Centered Marketing\u003csup\u003e™\u003c\/sup\u003e (CCM) approach, a practical \"deliverables-driven\" system for penetrating specific markets. This easy-to-follow, six-part process helps you achieve a myriad of essential marketing objectives: from expanding services for current clients and capitalizing on the potential within your business to generating profitable growth and managing your image with clients and targets. With a wealth of new information that focuses on finding and qualifying new clients—what every consultant worries about most—this new edition of Marketing Your Consulting and Professional Services, Third Edition provides essential information on: \u003cul\u003e \u003cli\u003eAnalyzing your current business or practice—evaluating clients, assessing existing prospects, preparing a strategic profile\u003c\/li\u003e \u003cli\u003eBecoming \"client smart\"—determining how the niche industry is organized, identifying requirements for success, determining its needs\u003c\/li\u003e \u003cli\u003eBuilding market awareness—maintaining positive name recognition, establishing your firm’s intended image\u003c\/li\u003e \u003cli\u003eProspecting—acquiring new, high-potential clients, preparing a winning proposal, selling the value-adding solution\u003c\/li\u003e \u003cli\u003eEnsuring client satisfaction—handling service and relationship breakdowns with a practical recovery action sequence\u003c\/li\u003e \u003c\/ul\u003e Complete with helpful worksheets and check-lists, as well as precise definitions of terminology and an annotated bibliography, Marketing Your Consulting and Professional Services, Third Edition is a must for today’s fiercely competitive, highly demanding marketplace.  While finding and keeping a core group of clients remains the bread and butter of any consultant's business, doing so is far from simple in a field that's becoming increasingly crowded and competitive. Today, as the result of drastic shifts in the landscape—information technology, virtual organizations, telecommuting—targeting and attracting clients is a greater challenge than ever. To help you meet that challenge head on, Marketing Your Consulting and Professional Services, the bible for consultants and professionals worldwide, has been thoroughly revised and expanded. This brand new Third Edition gives you the tools and the know-how to survive and thrive in today's tough market.  \u003cp\u003eBeginning with a comprehensive overview, this updated resource keeps you abreast of current trends and issues. In addition, you'll find complete coverage of Dick Connor's innovative—and highly effective—Client-Centered Marketing\u003csup\u003eTM\u003c\/sup\u003e (CCM) approach, a practical \"deliverables-driven\" system for penetrating specific markets. This easy-to-follow, six-part process helps you achieve a myriad of essential marketing objectives: from expanding services for current clients and capitalizing on the potential within your business to generating profitable growth and managing your image with clients and targets.\u003c\/p\u003e \u003cp\u003eWith a wealth of new information that focuses on finding and qualifying new clients—what every consultant worries about most—this new edition of Marketing Your Consulting and Professional Services, Third Edition provides essential information on:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAnalyzing your current business or practice—evaluating clients, assessing existing prospects, preparing a strategic profile\u003c\/li\u003e \u003cli\u003eBecoming \"client smart\"—determining how the niche industry is organized, identifying requirements for success, determining its needs\u003c\/li\u003e \u003cli\u003eBuilding market awareness—maintaining positive name recognition, establishing your firm's intended image\u003c\/li\u003e \u003cli\u003eProspecting—acquiring new, high-potential clients, preparing a winning proposal, selling the value-adding solution\u003c\/li\u003e \u003cli\u003eEnsuring client satisfaction—handling service and relationship breakdowns with a practical recovery action sequence\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eComplete with helpful worksheets and checklists, as well as precise definitions of terminology and an annotated bibliography, Marketing Your Consulting and Professional Services, Third Edition is a must for today's fiercely competitive, highly demanding marketplace.\u003c\/p\u003e \u003cp\u003ePraise for the previous edition of Marketing Your Consulting and Professional Services\u003c\/p\u003e \u003cp\u003e\"Loaded with examples, useful forms, and informative exhibits, Marketing Your Consulting and Professional Services is an extraordinary how-to manual that provides vital step-by-step instruction and advice on how to maximize profitability and success. . . . Marketing is a how-to you shouldn't do without.\" — Managers Magazine\u003c\/p\u003e \u003cp\u003e\"This is definitely a 'MUST READ' book for entrepreneurs and business professionals of all types. The attention to detail provides practical insights on the critical keys to marketing success.\" — Dr. Peter Johnson, Corporate Marketing Strategist\u003c\/p\u003e \u003cp\u003e\"As today's business environment becomes increasingly competitive, consulting professionals look for fresh approaches and innovative ideas to 'cut through the clutter' and increase their share of business. Marketing Your Consulting and Professional Services provides highly useful information for every professional consultant. It's an essential purchase.\" — Jonathan D. Blum, Managing Director — Ogilvy \u0026amp; Mather Public Relations, Singapore\u003c\/p\u003e \u003cp\u003e\"Marketing Your Consulting and Professional Services is excellent. It contains down-to-earth, indispensable tips for marketing consulting services. Vital reading for both beginners and seasoned consultants—worldwide. I wish I had had this daily guide during my rough start.\" — Dr. Oskar Pack, Management Consultant and Sales Trainer — Euskirchen, Germany\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576597733,"sku":"NP9780471133926","price":58.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471133926.jpg?v=1761784665","url":"https:\/\/k12savings.com\/es\/products\/marketing-your-consulting-and-professional-services-isbn-9780471133926","provider":"K12savings","version":"1.0","type":"link"}