Business Comes To The Expert: A Proactive Marketing Plan For Professional Practice Firms

"A no-nonsense, clearly and concisely written handbook for design firms containing principles for any firm serious about capitalizing on in-house expertise to develop and maintain dynamic, productive marketing efforts."  ~Mary E. Fenelon, Hon. AIA, Hon. SDA, CPSM, CAM

Take charge of your marketing!

Go beyond reactively answering requests for proposals.  Instead, position your firm to become a sought-after provider of professional services. Readers will find not only new ways of thinking about marketing, but they’ll also get the strategies and tools they need to put these concepts into practice.

Business Comes to the Expert will help you create a marketing plan, manage it on a daily basis, and drive business to your firm. You’ll get results from the process outlined in Business Comes to the Expert by using a simple management tool – the to-do list – to develop tasks, identify responsible parties, set deadlines, and create agendas and milestones.

TABLE OF CONTENTS

• Introduction
• Product or service: What are you selling?
• Market research: Marketing to whom?
• Assessment and analysis: Where are you now?
• Positioning your firm and your designers: How do you create the message?
• Goals: Where do you want to go?
• Tools: How best to deliver your message?
• Strategies: How will you get there?
• Staff: Who will do the work?
• The to-do list: What is the schedule?
• Budget: How much will it cost?
• Evaluation: How will you recognize success?
• Glossary of terms