Professional Services Marketing

- Achknowledgments ix
- Introduction 1
PART I Strategy and Planning 5
Chapter 1 What Marketing Can Do for a Firm 7
Chapter 2 Marketing Planning 23
Chapter 3 Keys to Building a Terrible Marketing Strategy 37
Chapter 4 The Seven Levers of Lead Generation and Marketing Planning 43
Chapter 5 How to Think about Fees and Pricing 55
Chapter 6 Don't Worry about Your Competition (Let Them Worry about You) 69
PART II Focus on Branding 79
Chapter 7 Brand--What It Is; Why Bother 81
Chapter 8 Three Elements of Well-Crafted Brand Messaging 93
Chapter 9 Uncovering Your Key Brand Attributes 107
Chapter 10 Your Firm, Your Brand 123
Chapter 11 RAMP Up Your Brand 137
Chapter 12 Differentiating Your Firm 147
Chapter 13 Building Brand and Marketing Messages 157
Chapter 14 On Becoming a Thought Leader 167
PART III Generating and Nurturing Leads 181
Chapter 15 Content Marketing 183
Chapter 16 Marketing Communications and Lead Generation Tactics 195
Chapter 17 Introduction to Lead Generation 241
Chapter 18 Value and Offers in Lead Generation 249
Chapter 19 The Case for Sustained Lead Generation and Relationship Nurturing 257
Chapter 20 Targeting 271
PART IV Making the Sale 281
Chapter 21 RAIN Selling 283

Chapter 22 Creating Essential Relationships 297
Chapter 23 Building a Culture of Business Development Success 311
Chapter 24 Selling with Hustle, Passion, and Intensity 323
- About RAIN Group 329
- About RainToday.com 331
- About Hinge 333
- About the Authors 335
- Index 339

MIKE SCHULTZ is the Co-President of RAIN Group and coauthor of the bestselling Rainmaking Conversations and Professional Services Marketing. He was named the global Top Sales Thought Leader in 2011 by Top Sales Awards. He is also Publisher of RainToday.com, which was named the Top Sales and Marketing Resource Site in 2010 and 2011. He is frequently quoted in news outlets such as Business Week, Inc. magazine, MSNBC, the Huffington Post, and others.

JOHN E. DOERR is the Co-President of RAIN Group and coauthor of Rainmaking Conversations and Professional Services Marketing. John was named the Top Sales Thought Leader in 2011 by Top Sales Awards and has trained thousands of sales professionals, helping them master the complex sale through in-house training and public presentations, both domestically and abroad.

LEE W. FREDERIKSEN, PhD, is Managing Partner at Hinge. He has worked with many global brands, including Anheuser Busch, American Express, Capital One, Monster.com, and Yahoo! Lee has been quoted in Fortune, New York Times, USA Today, Wall Street Journal, Entrepreneur, Business 2.0, and Advertising Age, as well as numerous trade and professional journals.