Are
you satisfied with your marketing
efforts?
Do
you know all the market segments
you can tap into to grow your
sales revenue?
Do you differentiate
marketing messages to different
target audiences?
Over 50% of professional services
executives feel that their approach
to marketing is not effective!
There are good reasons for this.
Learn where the stumbling blocks
are and how to turn them into
stepping stones.
- Fatal Flaw #1—Philosophy:
Marketing is marketing (no
it isn’t!)
- Fatal Flaw #2—Structure:
The wrong folks in charge
or no one in charge
- Fatal Flaw #3—Pricing:
By the pound, not by value
- Fatal Flaw #4—Offering
Development: Created in the
conference room, not the field
- Fatal Flaw #5—Portfolio
Management: Mostly a bag of
commodities, little differentiation
Marketing and sales executives,
services executives and managers—anyone
who needs to understand how
to market professional services
more effectively and more efficiently.
Participants will learn
the five most common errors (fatal
flaws) that the marketers of professional
services make and the major negative
consequences that result. Next
you will discover the steps to
avoiding them. Specifically audience
members will find out:
- What makes services marketing
(and especially professional
services marketing) so different
from product marketing.
- The appropriate structure
for services marketing to
thrive.
- The concepts of value pricing.
- How to use strong market
research to develop high-value
offerings—those the
customer will pay for and
you make money on.
- The keys to balancing a
healthy portfolio of offerings.
Dr. James Alexander, a partner
with Alexander Consulting, is
a services thought leader and
the premier researcher, writer,
and speaker on the topic of
professional services strategy.
He has authored or co-authored
dozens of articles, white papers,
research reports, and books.
Jim has taught at major universities
in the U.S., Europe and Mexico,
and was selected as the "Services
Pundit" for IBM Global
Services 2003 Headlights Program.
In addition, he was the U.S.
Department of Commerce's e-business
subject-matter expert of their
Latin American e-business Fellowship
Program from 2001 through 2004.
Jim is a renowned expert on identifying
critical service trends and issue,
defining benchmarks and best practices
and clearly articulating this
information to the business world.
He is a trusted advisor and executive
coach to many senior executives
of leading services organizations,
helping them navigate the journey
from business-as-usual to business-as-exceptional--high-performance,
professional services businesses.
Please contact: Jim
Alexander
alex@alexanderstrategists.com
239-283-7400
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