Professionals are highly educated individuals who deal with consequential matters: Attorneys present life-and-death cases in court. Architects design graceful buildings. Engineers turn designs into stone and steel realities. Accountants decipher complex tax rules. But while these and other professionals are often remarkably able in their fields, many have no idea how to market themselves or their services. This manual by professional-services marketing expert Ford Harding covers all the marketing techniques you will ever need to know. The sales tactics section alone is worth the purchase price. getAbstract considers Harding’s comprehensive book a refresher for salespeople and required reading for professionals who think sales was someone else’s job.
In this summary, you will learn
- Why professionals often do not feel comfortable marketing their services;
- Which techniques are the best for marketing yourself and your firm;
- How to handle cold calls and sales calls; and
- How to network to develop new clients.
About the Author
Ford Harding heads a firm that trains professionals to secure new engagements. His articles have been published in The Harvard Business Review, The Wall Street Journal and other magazines and newspapers.