About the Book

How to Order

Excerpt

Eleven Competencies for Professional Service Firm Marketplace Mastery

Eleven Competencies for Professional Service Firm Marketplace Mastery

1. Market Research High on ROI; A Growing Commitment
   Professional service firms with a formal marketing research budget are 2 to 5 times more effective in implementing client attraction and retention programs. >>>Read more on market research
   
   
2. Forecasting and Trends Analysis: An Increasingly Tapped Resource
   Professional service firms that analyze external information sources have a greater handle on where their clients are going…yet professional service firms have yet to heartily embrace forecasting or trend analysis. >>>Read more on forecasting and trend analysis
   
   
3. Competitive Intelligence Gathering: Delivering a Payback
   Firms are increasingly gathering competitive intelligence data. If you want to become a market leader, you’ll have to jump on this bandwagon. >>>Read more on competitive intelligence gathering
   
   
4. Differentiation Done Right: Professionally Driven, Operationally “Deep”
   In differentiating themselves, professional service firms take the easy way out, even though it reaps the least rewards. Those that use the least-used, higher difficulty methods are seeing many more benefits. >>>Read more on doing differentiation right
   
   
5. Data Mining Makes Marketing and Selling Two to Three Times More Effective
   Professional service firms must take time away from client work to give up what they know about the client . . .data mining clearly pays off. >>>Read more on using data mining for increased effectiveness
   
   
6. One Size Does Not Fit All: Cultural Indicators for Marketing Success
   Don’t undertake a marketing tactic if it doesn’t fit the culture — it could be a waste of resources. Identify who you are and choose strategies that work within the culture of your firm. >>>Read more on using cultural indicators
   
   
7. Account Management: The Competitive Edge
   Account planning and relationship management are still relatively new to professional service firms, but this growing trend is fast becoming standard. >>>Read more on account planning and relationship management
   
   
8. Measurement: The Underutilized Secret Weapon
   The age of marketing ROI is upon us. Professional service firms are increasing measurement of promotional tactics and this trend will continue to grow. >>>Read more on adapting your measurement efforts
   
   
9. A Professional Services Revolution: Structured R&D
   Innovation is still half-hearted, passive and superficial. Firms must use research and development to learn what it is and is not in order to begin to truly innovate. >>>Read more about using a structured R&D process to fuel innovation
   
   
10. The Optimal Technology Solution: Enable New Intellect-based Services
    Firms that truly innovate—and not just repackage service delivery—will lead with technology and new services. >>>Read more about using technology to offer new intellect-based services
    
    
11. Reward Them and They Will Innovate
    Few professional service firms use incentives and rewards to simulate innovation. >>>Read more on offering incentives and rewards to encourage market-focused behavior
    

Marketplace Masters: How Professional Service Firms Compete to Win by Suzanne Lowe

© 2009 Expertise Marketing LLC, All Rights Reserved    Privacy Policy