Revamping an older, well regarded book (originally published in 1992) for a new market and a new decade is a challenge, because earlier baggage can burden the new book. That may explain why author Patrick Forsyth is so generous with the space he devotes to elementary marketing tactics presented in exacting detail, ranging from how the publishing process works, to how to address a letter and what the switchboard operator does as a point of initial contact. This primer takes up about the first half of his book without delving into the title objective of selling professional services. Eventually there is some light. The next few chapters address professional practices in selling intangible services. Forsyth offers abundant, almost dizzying detail. The checklists and flow charts that illustrate some of his basic ideas are helpful and he reiterates key points as needed. getAbstract.com believes this book will find its main purpose as a basic textbook for new service-for-a-fee providers and for those who are learning how to market the services of professional firms or their own one-person consultancies.
In this summary, you will learn
- How to sell intangible professional services to businesses;
- Why marketing fee-based services is different from marketing goods; and
- Why it is critical to nurture and expand your existing client relationships.
About the Author
Patrick Forsyth manages an independent consulting firm, Touchstone Training and Consultancy, in London and has more than 20 years experience in marketing and management. He is the author of numerous books, including Marketing Stripped Bare, Successful Time Management and Powerful Reports and Proposals.