101 Marketing Strategies for Accounting, Law, Consulting and Professional Services Firms has been 30 years in the development. Beginning at Price Waterhouse Coopers in the late 60's, Troy Waugh was more fascinated with practice development than with debits and credits. After obtaining his MBA from the University of Southern California in 1973, he knew selling was in his future. But, at that time, "selling" was forbidden in the profession.
What he did learn as a practice-development leader was that the best sellers used a process. Addressed to senior associates and partners of accounting, legal, consulting and other professional business services, 101 Marketing Strategies offers Troy's proven process model for selling professional services.
Selling professional services is not an event - it is a process. There are many books written on single subjects, such as closing the sale, referral selling and overcoming objections. Many of these books, however, do not encompass "the big picture," which is necessary for long-term success in selling professional services. While they do have usefulness when placed in the context of the selling process, they do not present a full, integrated process.
The three levels of Troy's selling process are (1) the development of the relationship, (2) the buying process of the client and (3) the selling process of the professional. Tested and found highly effective in hundreds of the world's most successful firms, this process is used throughout The Rainmaker AcademyŽ courses, our leadership and business development program for accounting professionals.
Owners and senior associates of accounting, law, consulting and business-services firms will find this book a "must read" foundational tool. 101 Marketing Strategies also addresses marketing-and-sales directors and coordinators, as well as consultants, who work with professional firms. This book will be of particular interest to specialists in event selling (such as brochure development, prospecting, closing or client service), as well as those charged with leading the professional firm (the managing partner, the chief operating officer, the chief marketing officer, the firm administrator and the human-resources director).
The professional who can sell is the master of his or her destiny.
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