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Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. Based on insight from firms that succeed and the science of how clients buy, it’s the perfect book for consultants, attorneys, accountants, engineers, and other professional service providers.

The book includes mini-case studies that illustrate major points and and stories from well-respected professionals in the industry. Most professional service providers don’t understand enough about marketing and many books on the subject are full of bad advice.

Professional Services Marketing separates the wheat from the chaff to offer readers nothing but the best, most effective, and proven strategies and tactics for consistent growth.

Table of Contents

1. What Marketing Can Do for a Firm: Marketing should deliver four outcomes for a professional services firm. Are you getting the outcomes you need to grow your business?

2. Marketing Planning: Learn the seven steps of the marketing planning process, forty planning questions you need to ask, and two tools you need to help your plan come together.

3. Keys to Building a Terrible Marketing Strategy: Marketing fails for lots of reasons. Learn how you can identify and avoid six common missteps.

4. The Seven Levers of Lead Generation and Marketing Strategy: Understand the only seven levers that matter in services marketing planning to set your firm on a path for success.

5. How to Think about Fees and Pricing: Learn the real deal and the pluses and minuses of fixed fee, value-based, and hourly rate pricing.

6. Don’t Worry about Your Competition (Let Them Worry about You): Address competition in your market the right way, and avoid the many time and energy wasting mistakes common to service firms.

7. The “Get It Done” Culture: Sun Tsu said, “Strategy without tactics is the noise before defeat.” If you’ve ever intended to implement marketing and business development but the best laid plans have gone awry, this chapter is for you.

8. Brand—What It Is; Why Bother: Do you find yourself arguing with your colleagues about what brand is and what it does (or doesn’t do)? This chapter will put a stop to it once and for all.

9. Three Elements of Well-Crafted Brand Messaging: Learn the three core elements of a value proposition that will fill your pipeline with leads, win you higher fees, and generate top notch clients.

10. Uncovering Your Key Brand Attributes: Discover what you really need to know about resonating with buyers, differentiating your services, and building a trusted and respected brand.

11. Your Firm, Your Brand: Read this chapter to learn the secrets of how to build a brand that lasts.

12. RAMP Up Your Brand: You too can seduce the market with your value. Whether you’re a large enterprise or a small firm, this chapter contains the keys to becoming a brand leader in the market.

13. On Being Unique and Other Bad Marketing Advice: You’ve read these. You’ve heard these. Perhaps you’ve been at firms that headed down these paths. It’s time to stop bothering with ill-conceived time and money wasting strategies.

14. Building Brand and Marketing Messages: What should you say about your firm and how should you say it? Find out in this chapter.

15. On Becoming a Thought Leader: It’s no longer enough to speak and publish. Thought leadership is a competition, and the competitors are fierce. This chapter will give you the edge to become a leading voice in your field.

16. Marketing Communications and Lead Generation Tactics: Learn the pluses, minuses, applications, and common misconceptions about eighteen core marketing tactics.

17. Introduction to Lead Generation: Learn what it really takes to get that phone to ring, get those contact forms filled out, and fill up the front of the pipeline.

18. Value and Offers in Lead Generation: Working with any new service provider is a leap of faith. If you want that service provider to be you, shorten the leap with these important stepping stones.

19. The Case for Sustained Lead Generation and Relationship Nurturing: Learn how to employ these low-cost, high-return secret weapons of professional services marketing.

20. Targeting: Targeting is one of the highest return marketing activities you can undertake. Focus your efforts here and triple your marketing’s effectiveness.

21. RAIN Selling: Teach everyone at your firm to connect with people, uncover need, craft compelling solutions, and succeed in every way in business development conversations.

22. Networking, Relationships, Trust, and Value: Understand how to build the most solid relationships and foundations of trust that will propel you to new heights of success.

23. Selling with Hustle, Passion, and Intensity: Have you got the fire of passion burning for your firm’s growth? No excuses, read the chapter, get fired up, and win new business!