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Professional Services Marketing Wisdom


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Table of Contents

About the author ix Acknowledgements xi Introduction xiii 1 Identify the clients you want and deserve 1 2 Why you're the best choice for your market niche 21 3 Establish thought leadership and attract true buyers 43 4 You're in the relationship business 63 5 Establish great acquisition sources and dominate your market 79 6 Develop market share without spending a fortune 105 7 Ensure repeat business, recommendations and referrals 131 8 Communication, influence, persuasion: customer centricity 155 9 Rules for results in relationships and proposals 173 10 Selective acquisition: choose the keepers and release the others 189 11 The internet, technology and social media 211 Appendix: Tools and resources 227 Special thanks 235 Index 237

About the Author

RIC WILLMOT is an expert in productivity and performancewith extensive experience in accounting, financial planning andorganisational development consulting. Ric heads a successfulconsulting firm working with major international corporations,which he built from zero in 2004 to seven figures by 2012, usingthe techniques and strategies described in this book without paying for any advertising or employing any sales ormarketing staff.

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