Professional Service Firm Tutorial Summaries
We are often asked by professional service firm leaders
to provide counsel on tactical marketing programs.
Listed below are a selected number of tutorials designed
to share our insights and a potential framework for
these tactical programs.
The Foundation of Selling Professional Services©
2010
Information features perspectives on why
the purchasers of professional services buy; what
they actually buy; who are the multiple purchasers
of a professional service; the buying interface and
the perspective of the decision-making person; the
unspoken fears of the buyers and users of professional
services; the characteristics of a successful services
salesperson. Graphics and text in a 10-page presentation.
New Client Development Planning © 2010
A simple, question-driven planning exercise that leads
the professional service seller through a series of
steps that are specially designed to increase the
effectiveness of the selling initiative. Features
guidance on how to uncover highly pertinent details
about the client’s business, competitive environment,
the client’s need intensity, and approval process.
Also features guidance on critical perspectives for
your organization, including “how much do we
want this client’s business,”“how
are our competitors involved”, “what does
this client perceive about us,” and more. Concludes
with an exercise on the development “selling
strategy statement.” This seven-page document
includes space for filling out answers to relevant
questions.
Article Methodology: How To Get Published
© 2010
A tutorial that leads the reader through the 6 P’s
to successfully getting published. Includes a planning
timeline, an overview of article approaches, pre-selling
tips, a review of publication stress factors, the
most appropriate structure of articles, and much more.
Graphics and text in a 13-page presentation.
Direct Mail Methodology: The Process of Developing
a Direct Mail Program © 2010
A practical, step-by-step process for developing a
successful direct mail program, including estimated
timeframe for each step. Includes everything from
understanding your direct mail motives, objectives
and goals to measuring the effectiveness of the program
after mailing. Also includes insights and perspectives
on types of direct mail programs, look, content and
targets. Presented in 10 pages.
Seminar Methodology: The Process of Developing
Conferences and Seminars © 2010
A clear, stepwise description of the process of developing
conferences and seminars. Features tips on determining
the viability of hosting your own seminar on how to
conduct effective follow-up to stimulate inquiries
by qualified prospective clients. Also included are
extensive insights on many of the steps in the process.
Ten pages of tables and text.
Speech Methodology: The Process of Securing
a Speech © 2010
An easy-to-follow overview of the process of landing,
developing and delivering speeches. Specific elements
include identifying the appropriate presentation topics
and speaking opportunities to developing speech drafts
and planning for Q&A time. Also included are extensive
insights on many of the steps in the process. Seven
pages of text.
Crafting an Expertise Statement and Building
an Expertise-Oriented Biography © 2010
A guide to the development of a short expertise statement,
as well as a 5 to 6 paragraph biography. Includes
and actual expertise statement as an example. Two-page
exercise.
Introducing: You! © 2010
A comprehensive guide to introducing yourself and
your company, demonstrating that you can most effectively
portray your expertise. Includes everything from understanding
the business situation when introducing yourself to
handling tough introduction situations. Graphics and
text in a 14-page presentation.
Meet the Press © 2010
A tutorial on preparing for and meeting the press.
Includes a look at anticipating questions and developing
major points, etiquette tips and how-to’s. Graphics
and text in a 10-page presentation.
|
