How to Market Design Consultancy Services : Finding, Winning, Keeping and Developing Clients (Paperback, 2 ed)

Contents: Foreword. Preface; Part I The Principles - How To Do It: Introduction: getting started; Marketing and mousetraps; Looking backwards to look forwards; Where are you going? The vision thing; The marketplace: clients' selection criteria; What are you and what do you do? How to establish your market positioning; Who wants you? How to define your target markets; Why should they bother? Developing sales propositions; How will they find out about you? Approach media; I think, therefore I plan: putting it all together; Words and pictures: it's what you say and the way you say it; Life's a pitch: getting the business; Resources: man and machine; Just hang on to what you've got: client care and retention; Deeper and wider: client development. Part II The Practice - How It Is Done. Part III The Private Views - How It Could Be Done Better. Part IV The Priority - How Clients Would Like It To Be Done. Index.