Professional Services Marketing Book: Free Chapter

By Mike Schultz, John E. Doerr and Lee W. Frederiksen, Ph.D.

Marketing is undergoing a fundamental shift as online marketing displaces more traditional approaches to developing business. In this expanded and completely revised second edition of Professional Services Marketing, Hinge’s Lee Frederiksen joins Mike Schultz and John Doerr to lay down a modern approach to marketing and selling professional services.

Founded on the latest research from Hinge and RAIN Group, this book describes a comprehensive program to implement the strategies and tactics it takes to win in an evolving marketplace — including the latest word on online marketing and social media. It covers every facet of marketing and sales — from marketing strategy and planning to implementation to closing the sale. In fact, you won’t find a more up-to-date and complete manual to professional services marketing anywhere else.

What You’ll Learn:

  • How to develop a marketing plan
  • Why your brand is more important than ever
  • How to differentiate your firm
  • Why you need to embrace online marketing and how to get started
  • Which marketing tactics are most effective
  • The four elements of effective selling
  • How to build lasting business relationships

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What readers say

“This book is that rare thing: simultaneously wise, practical, readily accessible, and data driven. A necessary addition to your reading.”
David Maister
Author of Managing the Professional Services Firm


“Professional Services Marketing is a gold mine of research-based strategies, best practices, and specific techniques that will help you consistently win in the client marketplace.”
Andrew Sobel
Coauthor of Clients for Life


“Smart. Practical. Comprehensive. This is the one book that won’t collect dust on my shelf.”
Kevin McMordo
Principal, McMurdo Consulting



Table of Contents


Part I: Strategy and Planning

1. What Marketing Can Do for a Firm
2. Marketing Planning
3. Keys to Building a Terrible Marketing Strategy
4. The Seven Levers of Lead Generation and Marketing Planning
5. How to Think about Fees and Pricing
6. Don’t Worry about Your Competition (Let Them Worry about You)

Part II: Focus on Branding

7. Brand — What It Is; Why Bother
8. Three Elements of Well-Crafted Brand Messaging
9. Uncovering Your Key Brand Attributes
10. Your Firm, Your Brand
11. RAMP Up Your Brand
12. Differentiating Your Firm
13. Building Brand and Marketing Messages
14. On Becoming a Thought Leader

Part III: Generating and Nurturing Leads

15. Content Marketing
16. Marketing Communications and Lead Generation Tactics
17. Introduction to Lead Generation
18. Value and Offers in Lead Generation
19. The Case for Sustained Lead Generation and Relationship Nurturing
20. Targeting

Part IV: Making the Sale

21. RAIN Selling
22. Creating Essential Relationships
23. Building a Culture of Business Development Success
24. Selling with Hustle, Passion, and Intensity

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