Publisher Description

"Troy Waugh—'the rainmakers' rainmaker'—has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results."
—Howard B. Allenberg, vice chairman and CIO, BDO Seidman, LLP Finally, peerless focus on how to break into all aspects of the selling process and the currents of relationship and buyer development. Learn how to build your personal and firm business more successfully. Covers the process of relationship and buyer development. Provides proven strategies from hundreds of the world's successful firms. Order your copy today!

Back Cover

ADVANCE PRAISE FOR 101 MARKETING STRATEGIES for Accounting, Law, Consulting, and Professional Services Firms "Practitioners at all CPA firms who implement these ideas--and the key is always in the implementation--are likely to reap the benefits of sustained success." -Bradley J. Allen, CPA Partner PricewaterhouseCoopers, LLP "A 'can't-miss' strategy for developing business. Troy Waugh clearly and concisely focuses on the most critical issues while not overburdening the reader. It provides the tools necessary for even the novice to become a marketing star." -Joe Beachboard, Esq. Ogletree, Deakins, Nash, Smoak & Stewart, PC "Troy has done it again! Another tremendous book on sales and marketing for professional services firms. It would be virtually impossible to read this book and not experience a jump in your sales and results." -Allan D. Koltin, CPA President and CEO PDI Global, Inc. "Troy Waugh--'the rainmakers' rainmaker'--has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results." -Howard B. Allenberg Vice Chairman and CIO BDO Seidman, LLP "[Waugh's] three-level selling process, starting with development of the relationship and moving through the buying process of the client and the selling process of the professional, is right on target with how our firm approaches professional selling and business development." -Dave Murray Director of Marketing Clifton Gunderson, LLP

Flap

ADVANCE PRAISE FOR 101 MARKETING STRATEGIES for Accounting, Law, Consulting, and Professional Services Firms "Practitioners at all CPA firms who implement these ideas--and the key is always in the implementation--are likely to reap the benefits of sustained success." -Bradley J. Allen, CPA Partner PricewaterhouseCoopers, LLP "A 'can't-miss' strategy for developing business. Troy Waugh clearly and concisely focuses on the most critical issues while not overburdening the reader. It provides the tools necessary for even the novice to become a marketing star." -Joe Beachboard, Esq. Ogletree, Deakins, Nash, Smoak & Stewart, PC "Troy has done it again! Another tremendous book on sales and marketing for professional services firms. It would be virtually impossible to read this book and not experience a jump in your sales and results." -Allan D. Koltin, CPA President and CEO PDI Global, Inc. "Troy Waugh--'the rainmakers' rainmaker'--has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results." -Howard B. Allenberg Vice Chairman and CIO BDO Seidman, LLP "[Waugh's] three-level selling process, starting with development of the relationship and moving through the buying process of the client and the selling process of the professional, is right on target with how our firm approaches professional selling and business development." -Dave Murray Director of Marketing Clifton Gunderson, LLP

Author Biography

Troy Waugh, CPA, is author of the highly acclaimed book, Power Up Your Profits, and numerous articles published in Accounting Today, The Practical Accountant, and many newsletters. One of the most sought-after speakers on sales and marketing professional services in the country, he is a leading marketing and sales consultant to the accounting industry. Waugh's experienced team of consultants has helped firms add more than $500 million in new business through its consulting, training, and alliance services. Waugh is the founder of The Rainmaker Academy, the leading sales and marketing training course in the United States and Western Europe. Its graduates have attracted more than $300 million to their firms as a result of this program.

Table of Contents

Acknowledgments xi Introduction 1 Selection Guide 3 PART I GETTING READY TO TRAIN

1 Getting Acquainted 15 Cocktail Party 16 Hopping and Scotching 18 The Meeting Zoo 23 Name That Hobby 28 Stellar Event 31 Vocal Wake-Ups 34 Whose Role Is It Anyway? 36 2 Clarifying Expectations 39 Expect Aloft 40 Expectation Dots 42 Group e-Mail 45 Quick Pulse 47 3 Icebreakers & Warm-Ups 51 Change Is the Only Constant 52 I Card You Not 54 Merry Names-Go-Round 56 Rhyme Time 58 4 Climate Setting 61 Amaze Me, Amaze You 62 Show and Tell 64 Shake the Shaker 66 Koosh® Balloon 69 5 Energizers 71 Batter Up! 72 Hoops n' Balls 74 Middle Initial 76 Pass the Picasso 78 PART II TRAINING TO TRAIN 6 Change Management 83 Change for Change's Sake 84 Change Produces Chaos 86 Color Your World 88 In the Middle 90 Take Your Pic 93 Maybe Good,Maybe Bad 95 R.I.P. Competitor 97 Theatre Chairs 99 7 Communication 103 It's How You Show It! 104 Four-Way Communication 107 A Question to Communicate 110 Swamp Land for Sale 115 They Fall from the Sky 119 Think to Communicate 121 8 Conflict Management 125 Thirty Seconds of Fame 126 So That's Why Our Departments Disagree! 130 What's Your Style? 136 9 Creative Thinking 139 Creative Thinking Tune-Up 140 Koffee Klatch 144 Just Add a Word 147 Map n' Roam 149 Relay Race 153 Virtual Board of Directors 157 What's Up? 161 Wink! Wink! 163 10 Decision Making 165 The Art of Venn 166 Climb the Pyramid 169 Crazy Eights 172 Pitch and Pick 175 Star of Innovation 177 Triple Sort 181 Your Level or Mine? 186 11 Diversity 191 A, B, C's of Diversity 192 Black and White, or a Rainbow? 194 Cross-Cultural Continuum 197 Diversity Is a Puzzle 202 Metaphor, Symbol, or Analogy? 204 Just Alike Only Different 206 12 Idea Generation 211 Art Around 212 Bad Idea Hall of Fame 216 Idea Conveyor Line 219 Do You See What I See? 221 Furry Careers 225 Ideas by the Million 227 Innovation Connection 229 Multisense Gallery Tour 233 Hear Sounds and Write a Sentence 236 We've Got a Name for That! 239 Wheel O' Fortune 242 You're Looking at It! 245 13 Interviewing 249 Get a Job 250 It Was an Interview 254 Next Question, Please! 257 14 Leadership 261 Leadership 360 262 A Leading Experiment 267 Zip, Zap, Zup 271 15 Negotiation 273 Hot Projects! 274 Pit, Peel, or Pie? 277 Your Salary or Mine? 280 16 Team Building 285 Boats Afloat 286 Breathlessly Building 291 Egg Machine 295 Masterpiece Theatre 300 Match Me Up 302 Together as One May Not Work 306 PART III POST-TRAINING 17 Evaluation 311 Evaluation Blender 312 Headlines Collage 315 Hello Again Anagrams 317 Holistic and Balanced Debriefing 320 Let's Have a Ball 323 Rows or Circles 325 Sit, Stand, Roam, Scout 327 To Brief or Not to Brief 330 What Happened Here? 332 18 Implementation 335 Back It Up 336 Systematize, Systematize, Systematize 339 Target Practice 341 Wacky Scenarios 344 About the Editors 347 About the Contributors 349

Long Description

ADVANCE PRAISE FOR 101 MARKETING STRATEGIES for Accounting, Law, Consulting, and Professional Services Firms "Practitioners at all CPA firms who implement these ideas and the key is always in the implementation are likely to reap the benefits of sustained success." Bradley J. Allen, CPA Partner PricewaterhouseCoopers, LLP "A 'can't-miss' strategy for developing business. Troy Waugh clearly and concisely focuses on the most critical issues while not overburdening the reader. It provides the tools necessary for even the novice to become a marketing star." Joe Beachboard, Esq. Ogletree, Deakins, Nash, Smoak & Stewart, PC "Troy has done it again! Another tremendous book on sales and marketing for professional services firms. It would be virtually impossible to read this book and not experience a jump in your sales and results." Allan D. Koltin, CPA President and CEO PDI Global, Inc. "Troy Waugh 'the rainmakers' rainmaker' has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results." Howard B. Allenberg Vice Chairman and CIO BDO Seidman, LLP "[Waugh's] three-level selling process, starting with development of the relationship and moving through the buying process of the client and the selling process of the professional, is right on target with how our firm approaches professional selling and business development." Dave Murray Director of Marketing Clifton Gunderson, LLP

Feature

101 Marketing Strategies for Accounting, Law, Consulting and Professional Services Firms offers peerless focus on how to break into all aspects of the selling process and the currents of relationship and buyer development.

• Shows how to build your personal and firm business more successfully.
• Covers the process of relationship and buyer development.
• Provides proven strategies from hundreds of the world?s successful firms.

Details