BEST PRACTICE IN PERSONAL MARKETING FOR PROFESSIONALS

0.0

New business is the life-blood of every professional services firm. Some fi rms today are going out of business, being forced into mergers, surrendering superb talent, losing valued clients, being bought out or slowly disintegrating before everyone’s eyes because not enough new clients and profi table new work are coming in to sustain the firm and pay off the partners who want to retire. The purpose of this book, The Best Practices in Personal Marketing for Professionals, is to take you through a course of learning. We will share with you the best practices we’ve seen as the top business development consultants, advisors and trainers in the professional services arena.We have worked with both industry leading fi rms in accounting, banking, consulting, engineering, law, technology solutions, and a variety of advisory and fi nancial services providers—as well as smaller, specialty fi rms that deliver business and personal services. Whichever business you are in, my goal is to provide y

0.0

ALLAN S. BORESS, CPA, CFE - Allan S. Boress has been a Business Development Consultant to the professions since 1980. An internationally-known speaker, trainer, and practice development expert, Mr. Boress was twicenamed One of the Top 100 People in the Accounting Profession by Accounting Today Magazine. Table of Contents Biographies • Introduction • Introduction By Allan S. Boress • Introduction By Michael Cummings • The Biggest Mistakes Professionals Make In Marketing Their Services • What ‘Marketing’ Is And How It Differs From ‘Selling’ • Section One: Personal Marketing Strategy • Lessons From The Best Business Generators In The Professions • How To Focus On Your Best Opportunities: Defining Your Personal Marketing Strategy • The Art Of Marketing To Your Existing Clients • Building Powerful Marketing Alliances • A Systematic Approach That Guarantees Quality Referrals • Developing Productive Relationships Through Effective Networking • Section Two: Executing Marketing Programs That Make Money • Building Your Personal Reputation Through Public Speaking • Building Your Reputation By Writing Articles And Getting Published • The Ultimate Form Of Personal Marketing: Writing The Book • Multiplication Marketing: Conducting Seminars That Sell Business • Executing ADirect Or E-mail Campaign That Produces Results • Press Releases: Additional Ammo In Your Marketing Arsenal • Using Newsletters As Effective Marketing Tools • How To Create Brochures And Written Materials That Sell! • Using The Telephone As A Marketing Tool • Creating Advertising That Makes Money • Marketing On The Web • Marketing Your Firm At Trade Shows • How To Create A Brand That Gets Clients In The Door • Getting Help From Outside Experts • Section Three: Marketing Management • How To Start Or Reinvigorate Your Firm’s Marketing Function • How To Create A Powerful, Effective Marketing Plan For Your Firm • Afterword • My Personal Marketing Plan By Allan S. Boress, Cpa, Cfe • Appendix • Training From Sage And Allan Boress & Associates • Topic Index