Publisher's Synopsis
Referrals are the life blood of professional services. Are you getting too few . . . or too many of the wrong kind? If you are relying on friends and associates for referrals, you may be sowing the seeds of disaster for your firm's profitability and sustainability!
As a professional services firm, your marketing success will be measured not by the volume of 1st tier referrals, but from 2nd and 3rd tier referrals . . . recommendations by people who have no direct connection to you and who know you only by reputation.
This multi-tiered approach is contrary to nearly every popular "referral program" out there. Find out how Krueger and Nicols, sales and marketing specialists with $billions in professional marketing and sales experience, make it work.
The Marketing Machine(R) for Professional Services cuts right to the chase in building a sustainable practice. With case studies, examples of direct mail - the most powerful and targeted of all advertising media - and stories from the trenches, you'll get a whole new perspective on the business you are really in. Watch for a bonus download: Direct Mail Checklist for B2B Marketers!
Krueger and Nicols agree that you can be doing any number of things right, but if you get three key things wrong you'll be pushing a rope uphill forever. Here's the success formula:
- Perfect Your Process - A haphazard "winging it" approach to finding clients and addressing their needs undercuts your credibility with prospective clients. But when you follow a consistent, disciplined playbook you'll inspire confidence in you and your firm -- and quality referrals, too.
- Define Your Desired Client Base - Not all clients are alike and neither are their needs . . . or their profitability to you. It's absolutely critical that you identify the characteristics of clients you can serve successfully and profitably. Focus your marketing on these prospects and only these.
- Know How Many Clients you Want - How many new prospects can you and your firm handle each week and still deliver top notch services? Controlled growth is a basic requirement for an orderly practice that not only produces long-lasting and profitable clients, but inspires them to sing your praises as well.
Unless you are flush with client business and record-breaking profits, you need to read this book. It's a book you will take into battle - and refer to again and again.
In addition to the basic guide, you will have access to targeted companion guides, supplemental publications, checklists and tip sheets tailored to specific professions. On the list: Accountants, Financial Consultants, Management Consultants, Insurance Agents & Brokers, Real Estate Agents & Brokers, Legal Offices and more. The Marketing Machine(R) for Professional Services is just the beginning.
