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Reinventing Professional Services: Building Your Business in the Digital Marketplace Hardcover – June 28, 2011


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Reinventing Professional Services: Building Your Business in the Digital Marketplace + Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success + Managing The Professional Service Firm
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Product Details

  • Hardcover: 240 pages
  • Publisher: Wiley; 1 edition (June 28, 2011)
  • Language: English
  • ISBN-10: 1118001907
  • ISBN-13: 978-1118001905
  • Product Dimensions: 6.4 x 0.9 x 9.3 inches
  • Shipping Weight: 15.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #761,681 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Packed with creative insights and practical advice, this is a must-have handbook for every service professional who wants to prosper in the digital age."
--Alex Terry, General Manager, Zoomerang Online Surveys & Polls


"Reinventing Professional Services offers valuable advice to all professionals looking to build their business during this period of unprecedented technological change. [P]rofessionals of all stripes are having their conventional wisdom rewritten. This book is an essential guide."
--Spencer Rascoff, CEO, Zillow


"This book expertly showcases the multitude of opportunities the digital age has brought to the professional services market. What's more, it sharpens the focus on the need to combine advanced technologies with a stronger, individualized approach to customers...."
--Mike Walsh, CEO, LexisNexis Legal & Professional

"There is a dramatic shift occurring in professional services and Ari Kaplan artfully characterizes that evolution. This book combines innovative perspectives with action-oriented ideas to provide a powerful road map for success."
- Warren Struhl, cofounder, Dale & Thomas Popcorn, and author, Starting Them Up

From the Inside Flap

Everyone's talking about how digital tools are leveling the business playing field, making information and skills available to all, but few are looking at what this really means for professionals in today's economy. The commoditization of most white-collar careers has left lawyers competing with do-it-yourself websites, and accountants persuading clients to hire them while simultaneously asking for the software files that provide the basis for their guidance. In Reinventing Professional Services: Building Your Business in the Digital Marketplace, recognized business and career development expert Ari Kaplan presents the ideas and information that you need in order to stay successful.

Just because the rules of the game have changed, there is no reason that the intelligent, adaptable businessperson cannot continue to excel, perhaps even more so than ever before. Prosperity in the world of twenty-first-century business lies in taking calculated risks in order to stand out, including utilizing new technologies, making your business more searchable, and generally working to distinguish yourself from the rest of the pack. At the heart of this new shift is a transition to supplementing your professional guidance with key resources that will help your clients thrive.

Straightforward and highly accessible, Reinventing Professional Services offers readily applicable advice that you can use to start strengthening client relationships right away, in order to regain lost ground and once more become a voice of authority in your field.


More About the Author

The New York Law Journal called Ari Kaplan's first book, The Opportunity Maker, a "must-have treasure box of marketing ideas," and CEOs have described his new book, Reinventing Professional Services, as "an essential guide" that "expertly showcases the multitude of opportunities the digital age has brought to the professional services market." After nearly nine years practicing with large law firms in Manhattan, Kaplan, recently named to the Fastcase 50 list of innovators in law, has become the go-to copywriter and industry analyst in the legal community. He is also a dynamic public speaker, serving as the keynote for the 2010 ABA Techshow, and has been crisscrossing the country empowering thousands of students and professionals with creative ideas for standing out in today's stagnant economy.

Customer Reviews

4.8 out of 5 stars
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His book details many of the tools he uses.
MBS
Kaplan argues that success today requires both skill and style and explains how technology can help professionals hone both.
Legal Marketer
If you're not on the band wagon, on the band wagon or just thinking about the band wagon, this book is for you.
Bettye White

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By E. Gaye Mara on February 13, 2012
Format: Hardcover
Reinventing Professional Services is definitely not a step-by-step how-to guide. It is, however, full of insights, ideas, and anecdotes of specific ways Kaplan and countless others have used technology in simple or innovative ways. The professionals and their stories come from varied fields and offer diverse solutions to diverse needs. There is the real estate company in Miami that started a blog (linked to its website) in response to the changing ways people look for homes and realtors. And the accountant who has set up subscriptions for clients to access basic information online and who offers them weekly live-streaming videos on selected topics. At times I felt there were too many anecdotes, but the variety ensures that there is something for everyone.

Kaplan has arranged the book in sections - positioning yourself for change, goal setting, adapting to and experimenting with technology, and taking risks - and concludes with a reminder that the overarching goal with all of this is to cultivate a community of people whose needs you know and who require and value your expertise. He notes that the book does not need to be read from start to finish, that readers can dive into the areas that look most useful for them. I found the first three and the last three chapters to be the most useful - the first three because they made the case for innovation and the last three because they offered very concrete suggestions.

Reinventing Professional Services seems most geared toward the entrepreneur, the businessperson looking to gain more visibility and, well, business. Its value to the individual starting out or repositioning him or herself is obvious. Using Kaplan's suggestions for a larger, more established organization might pose a greater challenge.
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3 of 3 people found the following review helpful By T. Wills on September 3, 2011
Format: Hardcover
If Jay Foonberg's "How to Start & Build a Law Practice" is the first book that a lawyer who wishes to start a practice should read, this book is the second. Mr. Kaplan has interviewed an impressive list of professionals to compile a parade of innovative ideas.

One of the main themes of this book is that being an expert in your profession is no longer sufficient. Because information is now so ubiquitous, customers come to professionals already with basic knowledge of the law, medicine, and accounting. So to set themselves apart, professionals must now more than ever build strong relationships with their customers. Mr. Kaplan offers a slew of ways to use technology and other means to build these relationships.

The best way to use this book is to read it with a highlighter in hand. Not all of its suggestions will resonate, but many will. Then when finished, consult your highlights and the resource section and experiment.
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2 of 2 people found the following review helpful By KB on June 26, 2011
Format: Hardcover
Ari Kaplan's book is fabulous. It was full of insightful advice. I've read it through once and will be going back shortly with a pen and highlighter. There are so many tips in here, this book will not be put on my shelf, but will rather stay near my laptop for quick reference. I'd definitely recommend this book.
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1 of 1 people found the following review helpful By J. Cox on February 25, 2012
Format: Hardcover Verified Purchase
Selling professional services gets more competitive every day. This interesting and well organized book makes it clear just how significant the changes are and what you can do to cope. It's interesting to me that Mr. Kaplan is a lawyer. Although this book is for anyone in professional services, I think it's lawyers that are having the most trouble accepting the new model for sales and marketing. If rainmaking should be part of your week you should read this book.
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1 of 1 people found the following review helpful By JeanMarie C on February 9, 2012
Format: Hardcover Verified Purchase
Ari Kaplan is truly amazing! His book is a pleasure to read and full of practical, applicable tips on how to incorporate social media into business practice. Lawyers and business professionals alike, will find Ari's strategies incredibly useful. I found his emphasis on enhancing relationships and personal interaction with clients and potential clients particularly refreshing. In this age where elevating client service is a priority, this book is a must!
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1 of 1 people found the following review helpful By EddyS on February 9, 2012
Format: Hardcover
As a young businessman and someone who is always thinking of ways to both improve my marketability and get my
employees to be more successful, Ari Kaplan's book is a must read. It is insightful, useful, helpful and really
can focus your attention on the most critical things needed in the ever changing business world

Can't thank Ari Kaplan enough for writing it and I hope to continue to benefit from the book
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1 of 1 people found the following review helpful By Maria on September 23, 2011
Format: Hardcover
What an excellent read! I highly recommend this book. Packed with tips, techniques and real-life stories, Reinventing Professional Services can be applied to any industry today. Ari Kaplan shares many ideas and examples for how to "hustle" for your business, redefine your approach, and leverage social media to fit your specific business needs. What I love most about the book is Ari's passion, knowledge and experience behind the topic and all of the testimonials he shared. I've already started to apply a few of these principles in our marketing approach and have used excerpts from this book to motivate and inspire others at my firm to be better "hustlers".
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1 of 1 people found the following review helpful By John Gibbs TOP 1000 REVIEWER on July 14, 2011
Format: Kindle Edition Verified Purchase
A well-respected education, industry experience, and a book of contacts are no longer enough for a professional service provider to achieve success; greater entrepreneurial skills are now required, and each professional is now forced to become a hustler, according to Ari Kaplan in this book. The book seeks to help professionals find their way in a more informal, instant world.

To increase your professional opportunities, you need to become what the author describes as a "visible enthusiastic expert". Social media provide means by which you can increase your visibility, and technology offers ways of improving communication. Networking is still important, but it has become more complicated with the rise of social media platforms. Networking is not about collecting business cards, Facebook friends or followers, but about connecting and relating to people.

The book goes on to describe a number of other topics relevant to the marketing of professional services, including how to seize opportunities in a difficult economic environment, flexibility in fee arrangements, networking for students, the importance of knowing your clients' businesses, how to maximise the value you offer to clients, building trust, setting expectations, handling mistakes, and cultivating community.

Most professionals do not enjoy hustling for business, and they are likely to feel uncomfortable with some of the advice given in this book. On the other hand, there are now numerous different ways in which professional networking can be achieved, and any reader is likely to derive inspiration from at least some of the many tools which the author mentions. This is not the most systematic treatment of professional services marketing that I have read, but it contains quite a number of useful ideas.
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