Summary of Marketing and Selling Professional Services

Practical Approaches to Practice Development

Kogan Page, more...

Buy the book

Marketing and Selling Professional Services book summary
Expand your professional service business via personal selling, planned marketing and good relations with your clients.

Rating

5 Overall

7 Applicability

2 Innovation

6 Style

Recommendation

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
  • Why it is critical to nurture and expand your existing client relationships
 

Summary

Marketing the Intangible
If you are a professional service provider, you need marketing as much as the manufacturer of tangible goods needs it. Those who sell professional services face many of the same marketing issues as those who provide merchandise, although some key differences exist...
Get the key points from this book in less than 10 minutes. Learn more about our products or log in

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.


Comment on this summary

More on this topic

By the same author

Customers who read this summary also read

More by category