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Search - 2000 Professional's Guide to Target Marketing: How to Gain Profitable New Business

2000 Professional's Guide to Target Marketing How to Gain Profitable New Business
Author: David W. Cottle

The approach to marketing set forth in this book is more than a sales technique. It's a philosophy that allows the professional to turn the right prospects into great lifelong clients. This book is not about closing sales; it's about opening relationships. Truly professional marketing is not about trapping prospects into buying. Successful m... more »arketing results in clients who are greatful for the help and guidance the professional provides. Clients can discern in expert marketing that the professional is genuinely concerned for the well-being of others. As a professional, you already have most of the skills you need to become more valuable to your clients and also to become a better salesperson. The suggestions in this book will help you: Be an expert diagnostician of client problems; be good at asking questions; deal with people in a non-threatening way; be trustworthy; be organized and systematic; be good at learning the why; and, be able to get to know your clients well. This book gives step-by-step processes to help you market and sell services to both current clients and new clients. While acquiring high-quality new clients is a challenging opportunity, retention of current clients is the most important part of any marketing program. The primary focus should be on rendering high-quality service that clients perceive as valuable. Client service and communication skills are covered in this book to help you improve your ability to retain these clients. This book offers practical guidance in how to prepare for a meeting with prospects or clients, how to conduct an interview, how to offer a solution, and how to obtain a firm commitment. The biggest marketing mistake most professionals make is that they look, act, and talk like their competitors. Your business is unique. Finding the value in your uniqueness is the basis for improving both your client relationships and your bottom line. If prospects see no difference between you and our competitors, then they must make decisions on the basis of price. Target Marketing provides an effective way for you to soar above the crowd of competitors, expand your services, charge higher prices, and (for accountants) avoid the workload compression problems of traditional compliance work by creating work to be done in the off-season. Using the material in this book, you will be able to accomplish the following: Decide what kind of clients you want to build your practice around; learn what clients and prospects look for in their professional relationships; see your relationships from the point of the view of the clients; learn how to develop contracts that result in prospects; understand and discover the needs and wants of a prospect or client; and, learn to present to prospects the benefits of your services in a manner that increases your percentage of engagements obtained.

ISBN-13: 9780156070515
ISBN-10: 0156070510
Publication Date: 11/1999
Pages: 350
Rating:

0 stars, based on 0 rating

Publisher: Harcourt Professional Publishing
Book Type: Hardcover
Members Wishing: 0
Reviews: Amazon | Write a Review

Genres:

Business & Money >> General
Business & Money >> Industries >> Accounting >> General
Business & Money >> Processes & Infrastructure >> Customer Relations
Business & Money >> Marketing & Sales >> Marketing >> General
Business & Money >> Marketing & Sales >> Sales & Selling >> Techniques
Engineering & Transportation >> Accounting & Finance >> Accounting >> General

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