Mike Schultz - Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success

Table of Contents

Title Page

Copyright Page

Dedication

Acknowledgements

Chapter 1 - What Marketing Can Do for a Firm

Generate New Conversations with Potential Buyers

Improve the Odds of Winning New Client Engagements

Higher Revenue and Higher Fees

A Marketing Planning Process for Services Firms

Two Helpful Tools

Chapter 3 - Keys to Building a Terrible Marketing Strategy

Build the Strategy from the Top Down

Dont Consult with Expert Tacticians

Look Only at Your Own Industry and Competition

Dont Create an Environment of Fervent Execution

Dont Plan for Behavioral or Organizational Change

Form a Marketing Committee, Then Take Them to Abilene

Chapter 4 - The Seven Levers of Lead Generation and Marketing Planning

Make Outcomes Assumptions

Playing with the Assumptions

Only Seven Levers Matter

Chapter 5 - How to Think about Fees and Pricing

The Basic Landscape of Pricing Structure

Getting the Fees You Deserve

Top Chal enges Focus on Value

Chapter 6 - Dont Worry about Your Competition (Let Them Worry about You)

Mistake #1: Over-the-Top Competitive Research

Mistake #2: Market and Service Offering Reluctance

Mistake #3: Clichd Competitive Differentiation

Mistake #4: Unique Methodology

Forget General Marketing Advice

Dont Worry about Crowded Markets

Change the Question from Competition to Clients

Drop the Clichs

Overcome Your Greatest CompetitorClient Indifference

When Competition Is the Order of the Day

Chapter 7 - The Get It Done Culture

Chal enge 1: Lack of Performance Readiness

Chal enge 2: Disconnect with Reality

Chal enge 3: Lack of Wil

Chapter 8 - BrandWhat It Is; Why Bother

How to Think about Service Brands

Chapter 9 - Three Elements of Wel -Crafted Brand Messaging

What Buyers Want to Know

Foundation of Developing Your Value Proposition Messaging

Chapter 10 - Uncovering Your Key Brand Attributes

Nine Questions: Finding the Strength of Your Value Proposition

Brand Attributes: The Building Blocks of Brand Messaging

Chapter 11 - Your Firm, Your Brand

Who Are We? What Do We Deliver?

Competencies and Assets: The Building Blocks of Capabilities

FIRM CAPABILITY CHART

Chapter 12 - RAMP Up Your Brand

Recognize

Articulate

Memorize

Prefer

Chapter 13 - On Being Unique and Other Bad Marketing Advice

On Unique Sel ing Propositions

The Unique and Different Label

Five More Branding Laws That Need Breaking

Chapter 14 - Building Brand and Marketing Messages

How to Think about Brand Messaging

Messages and Graphic Designs

Chapter 15 - On Becoming a Thought Leader

Two Keys and Eight Pil ars of Thought Leadership

Eight Pil ars of Intel ectual Capital Quality

Thought Leader Mind-Set and Motivation

What Thought Leaders Can Expect

Chapter 16 - Marketing Communications and Lead Generation Tactics

Outbound Communications and Research Methods

Offers, Content, and Experiences

Chapter 17 - Introduction to Lead Generation

Clients Are Waiting to BuyIts Your Move

What to Expect from Lead Generation Done Wel

Keys to Professional Services Lead Generation

Chapter 18 - Value and Offers in Lead Generation

Steps to Demonstrating Value

Marketing and Sel ing the Invisible

Why to Use Offers and Experiences

Chapter 19 - The Case for Sustained Lead Generation and Relationship Nurturing

Why Sustained Lead Generation Is So Hard to Do, and Why It Matters

Sustained Lead Generation Keeps You Top of Mind

Nurture the Leads You Already Have

Marketing to Current Clients

Why Market to Current Clients

What Marketing Cant Do

What Marketing Can Do

The Boring Work of Targeting and Database Development

Know Your Market

I Want Names

RAIN Sel ing Basics

Applying RAIN

Chapter 22 - Networking, Relationships, Trust, and Value

Life Before BlackBerry...

The Outcome of Networking

Its Al about the Relationship

What Is Networking?

Trust and the Building Blocks of Winning New Clients

Chapter 23 - Sel ing with Hustle, Passion, and Intensity

About Wellesley Hills Group

AboutRainToday.com

About the Authors

Index

Copyright 2009 by The Wellesley Hills Group. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Schultz, Mike, 1974

Professional services marketing : how the best firms build premiere brands, thriving lead generation engines, and cultures of business development success / Mike Schultz & John Doerr. p. cm.

Includes bibliographical references and index.

eISBN : 978-0-470-52174-8

1. Service industries-Marketing. 2. Branding (Marketing) 3. Marketing. I. Doerr, John. II. Title.

HD9980.5.S38 2009

658.8-dc22 2009007398

To my dad, Stan Schultz, the father every son wants.