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101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms

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en Limba Engleză Carte Paperback – 03 Jul 2015
"Troy Waugh--'the rainmakers' rainmaker'--has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results."
--Howard B. Allenberg, vice chairman and CIO, BDO Seidman, LLP

Finally, peerless focus on how to break into all aspects of the selling process and the currents of relationship and buyer development. Learn how to build your personal and firm business more successfully. Covers the process of relationship and buyer development. Provides proven strategies from hundreds of the world's successful firms.

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Specificații

ISBN-13: 9781119090373
ISBN-10: 1119090377
Pagini: 288
Dimensiuni: 158 x 226 x 16 mm
Greutate: 0.45 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Public țintă

Management, COOs,  administrators and all those who are charged with leading the company.

Textul de pe ultima copertă

Advance praise for 101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms "Practitioners at all CPA firms who implement these ideas and the key is always in the implementation are likely to reap the benefits of sustained success."
Bradley J. Allen, CPA,  Partner,  PricewaterhouseCoopers, LLP
"A ′can′t–miss′ strategy for developing business. Troy Waugh clearly and concisely focuses on the most critical issues while not overburdening the reader. It provides the tools necessary for even the novice to become a marketing star."
Joe Beachboard, Esq.,  Ogletree, Deakins, Nash, Smoak & Stewart, PC
"Troy has done it again! Another tremendous book on sales and marketing for professional services firms. It would be virtually impossible to read this book and not experience a jump in your sales and results."
Allan D. Koltin, CPA,  President and CEO,  PDI Global, Inc.
"Troy Waugh ′the rainmakers′ rainmaker′ has provided a well–designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom–line results."
Howard B. Allenberg,  Vice Chairman and CIO,  BDO Seidman, LLP
"[Waugh′s] three–level selling process, starting with development of the relationship and moving through the buying process of the client and the selling process of the professional, is right on target with how our firm approaches professional selling and business development."
Dave Murray,  Director of Marketing,  Clifton Gunderson, LLP

Cuprins

Acknowledgments xi
Introduction 1
Selection Guide 3
PART I GETTING READY TO TRAIN

1 Getting Acquainted 15
Cocktail Party 16
Hopping and Scotching 18
The Meeting Zoo 23
Name That Hobby 28
Stellar Event 31
Vocal Wake–Ups 34
Whose Role Is It Anyway? 36
2 Clarifying Expectations 39
Expect Aloft 40
Expectation Dots 42
Group e–Mail 45
Quick Pulse 47
3 Icebreakers & Warm–Ups 51
Change Is the Only Constant 52
I Card You Not 54
Merry Names–Go–Round 56
Rhyme Time 58
4 Climate Setting 61
Amaze Me, Amaze You 62
Show and Tell 64
Shake the Shaker 66
Koosh® Balloon 69
5 Energizers 71
Batter Up! 72
Hoops n Balls 74
Middle Initial 76
Pass the Picasso 78
PART II TRAINING TO TRAIN
6 Change Management 83
Change for Change s Sake 84
Change Produces Chaos 86
Color Your World 88
In the Middle 90
Take Your Pic 93
Maybe Good,Maybe Bad 95
R.I.P. Competitor 97
Theatre Chairs 99
7 Communication 103
It s How You Show It! 104
Four–Way Communication 107
A Question to Communicate 110
Swamp Land for Sale 115
They Fall from the Sky 119
Think to Communicate 121
8 Conflict Management 125
Thirty Seconds of Fame 126
So That s Why Our Departments Disagree! 130
What s Your Style? 136
9 Creative Thinking 139
Creative Thinking Tune–Up 140
Koffee Klatch 144
Just Add a Word 147
Map n Roam 149
Relay Race 153
Virtual Board of Directors 157
What s Up? 161
Wink! Wink! 163
10 Decision Making 165
The Art of Venn 166
Climb the Pyramid 169
Crazy Eights 172
Pitch and Pick 175
Star of Innovation 177
Triple Sort 181
Your Level or Mine? 186
11 Diversity 191
A, B, C s of Diversity 192
Black and White, or a Rainbow? 194
Cross–Cultural Continuum 197
Diversity Is a Puzzle 202
Metaphor, Symbol, or Analogy? 204
Just Alike Only Different 206
12 Idea Generation 211
Art Around 212
Bad Idea Hall of Fame 216
Idea Conveyor Line 219
Do You See What I See? 221
Furry Careers 225
Ideas by the Million 227
Innovation Connection 229
Multisense Gallery Tour 233
Hear Sounds and Write a Sentence 236
We ve Got a Name for That! 239
Wheel O Fortune 242
You re Looking at It! 245
13 Interviewing 249
Get a Job 250
It Was an Interview 254
Next Question, Please! 257
14 Leadership 261
Leadership 360 262
A Leading Experiment 267
Zip, Zap, Zup 271
15 Negotiation 273
Hot Projects! 274
Pit, Peel, or Pie? 277
Your Salary or Mine? 280
16 Team Building 285
Boats Afloat 286
Breathlessly Building 291
Egg Machine 295
Masterpiece Theatre 300
Match Me Up 302
Together as One May Not Work 306
PART III POST–TRAINING
17 Evaluation 311
Evaluation Blender 312
Headlines Collage 315
Hello Again Anagrams 317
Holistic and Balanced Debriefing 320
Let s Have a Ball 323
Rows or Circles 325
Sit, Stand, Roam, Scout 327
To Brief or Not to Brief 330
What Happened Here? 332
18 Implementation 335
Back It Up 336
Systematize, Systematize, Systematize 339
Target Practice 341
Wacky Scenarios 344
About the Editors 347
About the Contributors 349

Notă biografică

Troy Waugh, CPA, is author of the highly acclaimed book, Power Up Your Profits, and numerous articles published in Accounting Today, The Practical Accountant, and many newsletters. One of the most sought–after speakers on sales and marketing professional services in the country, he is a leading marketing and sales consultant to the accounting industry. Waugh s experienced team of consultants has helped firms add more than $500 million in new business through its 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 more than $300 million to their firms as a result of this program.