From the Inside Flap
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.
From the 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
