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Reinventing Professional Services: Building Your Business in the Digital Marketplace Hardcover – June 28, 2011
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--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
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.
Top Customer Reviews
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.Read more ›
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.
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.
Most Recent Customer Reviews
Whether you are looking for practical, actionable steps to grow your business or just simply inspiration, you will likely enjoy this book. Read morePublished on December 3, 2012 by Michael Saunders
Reinventing Professional Services is an excellent tool for anyone looking to better understand how to capitalize upon the digital marketplace. Read morePublished on June 3, 2012 by learn2lead
I somehow got on Ari Kaplan's mailing list and always enjoy reading his newsletters. Because of that, I bought this book and was not disappointed. Read morePublished on May 30, 2012 by MBS
Ari Kaplan has essentially cracked the code on professionals succeeding in today's online world. His latest guide, Reinventing Professional Services: Building Your Business in the... Read morePublished on April 10, 2012 by Josh
What is clear from this book is that technology is not just an integral way of delivering professional services these days, but that it is at the very heart of winning business in... Read morePublished on February 17, 2012 by AS_2016
I have to admit. When I picked up this book and saw the title, I sighed. Another "fad" idea, I thought. How wrong I was! Read morePublished on February 16, 2012 by Bettye White
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. Read morePublished on February 9, 2012 by JeanMarie C
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 more
A lot has been written these days about technology's impact on the changing landscape of professional services. Read morePublished on February 9, 2012 by SabrinaM