Professional Services Marketing Wisdom: How to Attract, Influence and Acquire Customers Even If You Hate Selling

Introduction

You may question why there is a need for another book on business marketing, especially one whose primary audience includes highly successful accountants and lawyers. After all, these are the same people who charge daily fees equivalent to the average weekly wage. (The number of partners of law firms in the United States billing $1150-plus an hour more than doubled to 320 in the first quarter of 2013, up from 158 a year earlier.) However, my experience in consulting to these industry sectors is that people working in professional services are by nature conservative with regard to marketing and selling. That's no surprise when you consider that traditional strategic marketing procedures, by dint of their foundation in advertising ...