PRACTICE MADE PERFECT

10 Principles for Marketing Your Services

By Stephen Fairley
President & Executive Coach
Today's Leadership Coaching

www.TodaysLeadership.com

© Copyright 2002 by Stephen Fairley.
Today's Leadership Coaching, Inc.

TABLE OF CONTENTS

The Getting Started Inventory

Introduction to Marketing

What is Marketing
Marketing a Service is Different from Marketing a Product
Practice Made Perfect

Overview      The 10 Principles of Marketing a Professional Service Business

People, Product, Positioning, Packaging, Place, Price, Promotion,
Persuasion, Presentation, Performance

Principle 1      People: Identifying Your Target Market

How Do You Know What Audience to Target?
Defining Your Target Market
Two Important Observations
Reaching Clients at their “Point of Pain”

Principle 2      Product: Demonstrating Your Product

Crossing Your Client’s Language Barrier
Our Internal Radio Station: WIIFM
Our External Radio Station: WIIFMO

Principle 3      Positioning: Communicating Your Benefits

The Importance of Understanding Your Competition
Discover Information on a Competitor
USP’s (Not UPS!)
Developing Powerful Audio Logos

Principle 4      Packaging: Mastering the Critical Fundamentals

Specific Marketing Recommendations
Tangibility and Credibility
Creating a Business Name
Corporate Logos and Slogans
The Cheapest Form of Marketing
Websites
Resources

Principle 5      Place: Where to Find New Clients Now

How do I find more clients?
Strategies for Impacting the Know, Like and Trust Factors
The Business Sales Cycle
The 7 Sure-fire Ways to Find Clients NOW
Top 10 Reasons Why Advertising Doesn’t Work for Most Professional Service Businesses

Principle 6      Price: Maximizing Your Money

Pricing Your Services Per Project Versus Per Hour
The Connection Between Benefits, Value, and Price
Other Pricing Pointers
The 7 Real Reasons Why People Don’t Buy From You
Resource

Principle 7      Promotion: Disqualifying Prospects

Narrow and Deep versus Broad and Shallow
Increase Your Profits by Firing Your Clients
Why You Should Disqualify Prospects
A Comparison Between High Probability Selling and Traditional Selling
The Dis-Qualifying Process

Principle 8      Persuasion: Going from Cold to Warm

How to Move from a Vendor to a Critical Strategic Partner
The Client Perception Chart

Principle 9      Presentation: Writing Killer Proposals

Proposal Interview Outline
Writing Dynamic Proposals
Reasons to Offer a 100% Guarantee
Resource

Principle 10      Performance: How to Keep Your Best Clients

The Three Legs of Success
Creating a Referral System
Coaching Outcome Form

Last Words

The Post-Getting Started Inventory

List of Examples and Resources included on the CD-ROM:

Marketing Materials: Benefits and ROI of Executive Coaching
Marketing Materials: Benefits of Partnering with Today's Leadership Coaching
Marketing Materials Flyer: Market Your Business Like a Pro All-Day Seminar
Marketing Materials: Today's Leadership Coaching Brochure
Direct Marketing Letter to Prospect about Workshops
Seminar Overview: Introduction to Corporate Coaching
Seminar Overview: Marketing Your Corporate Coaching Practice
Seminar Overview: Coaching Skills for Executives and Managers
Proposal: Management Coaching
Proposal: Developing High Performance Teams
Proposal: Strategies for Increasing Internet Revenues
Marketing Materials: Pricing Structure for Coaching
 

CLICK HERE TO ORDER BY CREDIT CARD
USING OUR SECURE SERVER