Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success
In the old days, professional service firms could survive without much marketing effort. Put together a team of good people, deliver strong service to clients, and you might get by just fine on repeat business and client referrals. For many, those days are gone. While repeat business and referrals are still necessary to grow, they're no longer enough to succeed. You need smart, effective marketing and a culture of business development success to bring in a steady stream of clients to grow your business.Professional Services Marketinggives you the field-tested, research-based approaches and tactics your organization needs to succeed. It helps you sort the wheat from the chaff among the many and varied marketing strategies and tactics, allowing you to make the best possible decisions for you and your business while avoiding the common mistakes unique to professional services firms.The book covers five key areas your firm can't grow without: