MARC Record from marc_nuls

LEADER: 05588pam 22003374a 4500
001 9921210020001661
005 20150423133721.0
008 030925s2004 nju b 001 0 eng
010 $a 2003021210
020 $a0471651109
035 $a(CSdNU)u204547-01national_inst
035 $a(OCoLC)53138570
035 $a(OCoLC)53138570
040 $aDLC$cDLC$dOrPss
042 $apcc
049 $aCNUM
050 00 $aHF5415.135$b.W38 2004
082 00 $a658.8/02$222
100 1 $aWaugh, Troy.
245 10 $a101 marketing strategies for accounting, law, consulting, and professional services firms /$cTroy Waugh.
246 3 $aOne hundred one marketing strategies for accounting, law, consulting, and professional services firms
260 $aHoboken, N.J. :$bWiley,$cc2004.
300 $axix, 266 p. ;$c24 cm.
504 $aIncludes bibliographical references (p. 259-260) and index.
505 0 $aWhy Market? -- Are You a Top Rainmaker? -- Visionaries Plan for Success -- Motivating Employees for Marketing -- Eight Ways to Build Your Firm Over the Next 12 Months -- Prospecting -- Consultant's Advice Spells Disaster: Instead, All Strategy Begins with the Market -- Turning Prospects into Clients -- The "R" Word ... -- The Seven Deadly Sins of Prospecting -- Trade Shows Can Create Good Leads -- Broad-based Marketing Supports Prospecting -- Tip Clubs -- Qualifying -- Big Hat, No Cattle -- NEAD-PAY -- Too Busy to Grow? -- Use the "David Letterman" Dismissal for Unqualified Clients and Prospects -- Gaining Access to Decision Makers -- Reaching Decision Makers -- Tips to Help You Gain Access to Decision Makers -- Your Message Is the Lure, Your Promise Is the Hook -- Speaking Helps Open Doors -- Identifying Decision Influencers -- There Are No Single Decision Makers -- Identifying the Major Decision Influencers -- Understanding Influencers' Perceptions and Values -- Understanding Influencers' Personalities -- Planning Each Call Improves Success -- Discovering Problems -- Uncovering Prospect Problems -- Good Questions Uncover Problems -- Listening: A Key to Uncovering Problems -- Researching Your Prospects on the Internet -- Your Business Physical Defines Problems -- Developing Needs -- Professionals Recommend, They Don't Sell -- Take Your Problem Questions Deeper -- Benchmarking to Discover Needs -- Differentiate Your Service -- The "R" Word... -- Creating Wants -- Listening Is Key to Creating Wants -- Keys to Better Listening for Wants -- Active Listening -- Stimulate Wants with Perceived Value -- Doing the "Needs to Wants" Two-Step -- Building Like and Trust -- Creating a Brand Stimulates Trust -- Like Me, Like My Team -- Table Manners Sell or Repel -- When Your Prospect Visits -- Active Professionals Give Back -- Demonstrating Capabilities -- Demonstrating Your Capabilities Correctly -- Tell a Story, Draw a Picture -- Demonstrate Your Value -- Demonstrate Capabilities with Passion -- Bundling Your Services -- Improving Your Presentation Versatility -- Handling Objections -- What Is Your Attitude Toward Objections? -- Why Prospects Object -- Two Types of Objections -- Techniques for Answering Objections -- Handling the Price Objection -- Persuading Decision Influencers -- Win Big with the "Strip Away" -- Control the Sale with Better Questions -- Position Power Sells -- Closing the Sale -- Try the "Puppy Dog Close" -- Winning Proposals -- Minimizing Risk -- Support Your Proposal with Solid Evidence -- Minimize Prospect Risk with a Service Guarantee -- Testimonials Minimize Perceived Risk -- Lost Proposal Evaluations -- Great Service Builds Loyalty -- Build Client Loyalty with Five-Star Service -- Your Most Important Clients -- Partners: Leaders in Service to Internal Clients -- Consistent Service Builds Brand Loyalty -- Client Satisfaction Surveys Are Passe -- When Your Client Hires a New Chief -- Do You Have Second-Class Clients? -- Building Profits -- A Client Business Review -- Market Pricing Based on Value -- Cycle Selling with Clients and Prospects -- Offering Dessert -- Offering Dessert, Going for Gold -- Premium Services -- Use the Summary Close with Clients -- Soliciting Referrals -- Client Referrals -- The ABCs of RSD--Referral Source Development -- Build Referrals Naturally -- Developing Referral Relationships -- Making the Most of Your Prioritized Prospects -- Panels Get Staff Involved in Referral Development -- Becoming an Insider -- Becoming an Insider -- Focus on Client Profits -- Retreat and Advance 1 -- Retreat and Advance 2 -- Leverage Up the Value Ladder -- Selling to the Top -- Strategic Directions -- The One-Firm Concept = Brand -- Lead with Vision -- Strategic Alliances--The Whole Is Greater than the Sum of the Parts -- Succeed by Failing More -- Final Thoughts -- Training for Results -- Use Continuing Education for Marketing -- Coaching for Success -- The Value of Training to Train -- Selling Is an Investment -- Strategic Advances for Your Owner Group -- Sample Marketing Plan Items -- Checklist--Seminars, Workshops, and Training Programs -- Receptionist Training -- Lost Proposal Evaluation -- The Annual Referral Request Letter -- Staying in Contact with Specific Types of Referral Sources -- Example of a Pre-Retreat Questionnaire for Participants.
650 0 $aMarketing$xDecision making.
650 0 $aStrategic planning.
650 0 $aCustomer relations$xManagement.
949 $aHF 5415.135 .W38 2004$i31786101816384
994 $a92$bCNU
999 $aHF 5415.135 .W38 2004$wLC$c1$i31786101816384$d7/20/2012$e4/9/2009 $f6/28/2004$g1$lCIRCSTACKS$mNULS$n3$q2$rY$sY$tBOOK$u6/14/2004