101 Marketing Strategies for Accounting, Law, Consulting and Professional Services Firms describes selling as a process. It covers the three levels of the selling process: (1) The development of the relationship, (2) The buying process of the client, and (3) The selling process of the professional. It ventures into all aspects of the selling process and covers the currents of relationship and buyer development. The book takes a blueprint, roadmap approach, determining where you are in a relationship building process and following through with the selling implementation process.
Book Details:
- Author: Troy Waugh
- ISBN: 9780471651109
- Year Published: 2004
- Pages: 266
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
101 Marketing Strategies for Accounting, Law, Consulting and Professional Services Firms describes selling as a process. It covers the three levels of the selling process: (1) The development of the relationship, (2) The buying process of the client, and (3) The selling process of the professional. It ventures into all aspects of the selling process and covers the currents of relationship and buyer development. The book takes a blueprint, roadmap approach, determining where you are in a relationship building process and following through with the selling implementation process.
Most sales and marketing consultants subscribe to an “event” model of selling. There are books written on single subjects such as closing the sale, referral selling and overcoming objections. Many of these models and books are loaded against long-term success in selling professional services. Selling professional services is not an event, it is a process. While pieces do have usefulness when placed in the context of the selling process, one may develop great skill in closing the sale and still not close many sales because they closed too soon or too late. This book is a foundational tool for owners and associates of accounting, law, consulting and business services firms.
Focus on how to break into all aspects of the selling process and to with within the currents of relationship and buyer development Outstanding coverage of event selling, including brochure development, prospecting, closing, and client service Shows how to build your personal and firm business more successfully Tested and found highly effective in hundreds of the world’s successful firms Valuable to those charged with leading the professional firm: partners, COOs, chief marketing officers, firm administrators Covers the process of relationship and buyer development Includes checklists, work plans, and an appendix on conducting firm retreats
About the Author
Troy Waugh, CPA, is author of the highly acclaimed book, Power Up Your Profits and one of the most sought after speakers on sales and marketing professional services in the country. His articles have been published in Accounting Today, The Practical Accountant and numerous newsletters. He is a leading marketing and sales consultant to the accounting industry and he and his experienced team of consultants have helped firms add more than $500 million in new business through their consulting, training and alliance services. Waugh is the founder of The Rainmaker Academy, the leading sales and marketing training course in the United States and Western Europe. Its graduates have attracted over $300 million to their firms as a result of this program.