Publisher's Synopsis
Our first book in this series, The Marketing Machine(R) for Professional Services, built on the premise that referrals are the life blood of professionals. And now, this WORKBOOK version gives the professional services provider the means to put the principles to work.
Whether you are getting too few referrals, or too many of the wrong kind, if you are relying on friends and associates for referrals, you may be sowing the seeds of disaster for your firm's competitiveness and profitability!
As a professional services firm, your marketing success will be measured not by the volume of 1st tier referrals, but from 2nd and 3rd tier referrals . . . recommendations by people who have no direct connection to you and who know you only by reputation.
Great insight, but how do you make this work? By approaching the challenge systematically!
The Marketing Machine(R) for Professional Servicesprovides the background for building your sustainable practice.The WORKBOOK adds a step-by-step playbook in the form of simple questions that pinpoint the essentials for YOUR firm. There's room for you to write your answers. Complete the workbook on your own schedule.
Here are the essentials of the formula:
- Perfect Your Process- A consistent, disciplined playbook inspires confidence in you and your firm- and quality referrals, too.
- Define Your Desired Client Base- Simple questions, one after another, help you identify the characteristics of clients you can serve successfully and profitably. Your marketing focuses on these prospects and only these.
- Know How Many Clients you Want - How many new prospects can you and your firm handle each week and still deliver top notch services? Controlled growth is a basic requirement for an orderly practice.
Unless you are flush with client business and record-breaking profits, you need to read the book and work your way through this Workbook. It's more than an exercise, it's a step-by-step plan you will take into battle - and you'll refer to again and again to update with the changes in your business..
In addition to the basic workbook, you will have access to targeted companion guides for specific professions. On the list: Accountants, Financial Consultants, Insurance Agents and Brokers, Real Estate Agents and Brokers, Legal Offices and more.The Marketing Machine(R) for Professional Services is just the beginning.
