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Professional services marketing wisdom : how to attract, influence and retain clients even if you hate selling /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Milton, Qld
John Wiley & Sons Australia, Ltd,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- ""Title Page""; ""Copyright""; ""Dedication""; ""About the author""; ""Acknowledgements""; ""Introduction""; ""Chapter 1: Identify the clients you want and deserve""; ""Identify the most appropriate market, segments, industries and client types""; ""Assess the long-term value of a client""; ""Determine the value of a client beyond direct fees""; ""Decide whether to specialise or generalise""; ""Strategies for isolating new targets of opportunity""; ""Chapter 2: Why you're the best choice for your market niche""; ""Know when it's time to expand""
- ""Offer new services to existing clients without losing credibility""""Maximise your fees working within your niche""; ""Increase fees using 29 proven techniques""; ""Create an agile advantage""; ""Chapter 3: Establish thought leadership and attract true buyers""; ""What thought leadership is and how it directly affects your fee levels""; ""The tangible and intangible value of the client testimonial""; ""How the right publicity can establish you as an expert in your field""; ""When writing articles is appropriate, and how to do it easily and well""; ""Dive deeper than simply publishing""
- ""Identify your past ‘hidden’ activities to help develop your credibility further""""Put all your thought leadership activities together to create greater credibility""; ""Chapter 4: You're in the relationship business""; ""Derailed by mindsets""; ""Establish a unique brand""; ""Radio interviews""; ""Employ public speaking to promote your practice""; ""Sponsorship opportunities""; ""Trade and professional associations""; ""How to elicit emotional priorities""; ""How to handle the media""; ""Chapter 5: Establish great acquisition sources and dominate your market""; ""Acquisition channels""
- ""Who has the authority to engage you?""""Why you must provide value early""; ""Develop a memorable brand that will attract clients to you""; ""Reach out laterally to maximise your efforts""; ""How to retain the client and their business""; ""Chapter 6: Develop market share without spending a fortune""; ""Create the fundamental value proposition that differentiates you from your competitors""; ""Finding fertile fishing waters""; ""Implement the whirlpool to automate your lead generation""; ""Chapter 7: Ensure repeat business, recommendations and referrals""
- ""Think ahead and plan for the fifth, sixth and seventh sale""""The keys to cementing relationships that generate further sales""; ""How to get a referral every time""; ""How to attract quality referrals to keep your pipeline full""; ""10 steps to quality referrals""; ""Use the Referral Whirlpool""; ""Research into referrals""; ""Summary of research results into referrals""; ""Chapter 8: Communication, influence, persuasion: customer centricity""; ""Control the conversation by asking questions""; ""Break mental barriers and get the client thinking your way""