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101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms

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In 101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms, Troy Waugh covers the same successful selling process taught at The Rainmaker Academy, the leadership and business development program he founded. Graduates of the Academy have attracted more than $300 million to their firms as a result of Troy’s program.

101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms sets out to build professionals who can sell, rather than sellers who happen to sell law or accounting services. Senior associates and partners of accounting, law, consulting, and other professional business services can find proven strategies and know-how for mastering Waugh’s three levels of selling: the development of the relationship, the buying process of the client, and the selling process of the professional.

Presented in a "blueprint" format, the book presents complete sections on each phase of the selling process, which are organized so readers can judge where they are in the crosscurrents of relationship development and the buying process of the client. Short, pointed articles largely taken from the author’s successful experience with selling situations are presented to help professionals grasp the essence of each topic.

Relationship development and the buying process of the client are paramount to successful selling. 101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms describes why all selling techniques are not effective in every phase of the relationship process. In fact, the same strategies that are effective in the decision phase of a relationship can come across as pushy, arrogant, and self-interested if used in the discovery phase.

The professional who can sell is the master of his or her destiny. The professional who cannot sell will have a hard time moving ahead. With 101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms, all professionals can measure success, not by how much they know about selling but by the results they get through what they do about selling.

About the Author

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.

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