Промышленный лизинг Промышленный лизинг  Методички 

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13. See note 12.

14. Telephone interview with Kevin Hoffberg, Decision Quality, Incorporated, LLC (February 19th, 2004).

15. The Measurement of Firm-Specific Organization Capital (Baruch Lev and Suresh Radhakrishnan National Bureau of Economic Research, April 2003).

16. Tom Morris, True Success: A New Philosophy of Excellence (Berkley Publishing Group, April 1995).



Marketing and Business Development

Bryan J.Wick

Dont be fooled by the calendar. There are only as many days in the year as you make use of. One man gets only a weeks value out of a year while another man gets a full years value out of a week.

-Charles Richards1

This chapter identifies and outlines successful marketing techniques and models used by professional services firms to develop business. While most professionals would rather practice their profession, developing business is perhaps the most crucial function of a professional services firm. The success of any venture is dependent on its ability to develop a client base and drive revenue. Without a strong client base, no firm can survive. In this chapter, we discuss various models and techniques used by a variety of professional services firms to market themselves, develop business, and, consequently, drive revenue. Additionally, because it is also important to know what not to do, we discuss the effectiveness of the various strategies.

There are three prevalent models that professional services firms use to market themselves and develop business:

1. Most common is the partner model wherein firms use their owners, shareholders, and partners.

2. Firms use internal human capital in the form of professional sales staff and marketers (as discussed in the previous chapter).



3. Firms use external sources such as marketing, advertising, and public relations firms.

Each of these models can be productive. Chapter 4 outlines the dedicated salesforce option in detail. Because the partner model is the most prevalent in professional services firms, it is the focus of this chapter. The sales and outsourcing models are touched on briefly.

This chapter focuses on a number of business development topics, including:

1. Defining yourself and the target or ideal client;

2. Using human capital and financial resources efficiently and effectively;

3. Developing business by demonstrating your expertise and competency by writing, speaking, organizing seminars, publishing newsletters, and facilitating business between and among the firms clients;

4. Developing business through relationships by (a) developing a network for the referral of business, (b) forming strategic alliances, (c) participating in charitable and community organizations, (d) maintaining and cultivating relationships, (e) presenting yourself with confidence, (f) practicing diligence and perseverance, (g) focusing, and (h) offering assistance to existing and potential clients;

5. Successfully managing clients and their expectations; and

6. Advertising as a means of driving business.

The ideas and strategies discussed in this chapter use techniques that have been proven over time. However, the list of techniques discussed is not exhaustive, and the professional will quickly realize that there is no right or wrong way to market firm services or develop business. Professionals in a cross-section of the market experience varying degrees of success depending on their personalities and the strategies implemented. Depending on the firms personnel, lines of business, target market, and target clients, you may opt to use some of these techniques and variations of others.

Why This Topic Is Important

The first step toward successfully marketing your firm and developing business is to define yourself and your target market. You cannot efficiently allocate your resources and effectively market your firm unless you have done this. Professionals are often tasked with the dual role of servicing their clients and developing business by securing new clients or expanding the scope of existing relationships. Because there are limited hours in the day, you must work efficiently as a professional and as a marketer. The first step in the path to success is to develop a detailed game plan. In doing so, you must define yourself, your firm, and your target market or ideal client.



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