The beauty of this book is that it takes a very broad look at professional services. Laurie Young not only focusses on accountants and lawyers, but on all sectors where services are marketed or used to add value. I found the numerous case studies particularly useful – especially as they cover both large and small organisations. I had never thought of recruitment firms, IT and telecoms companies and pharmacies as having much in common but each story makes a very relevant point. Because of the range of topics covered there were some areas not relevant to our business – such as handling international operations – but they were still well worth reading. The Marketers Toolkit at the end is particularly useful.
I would recommend this book for anyone who has responsibility for winning work in their firm – or who wants to be in the position in the future. Although Laurie Young uses many models and case studies to make his points, this isn’t an academic text or for marketers only. It has real practical insights into personal business generation and client retention which I have found enormously interesting and useful. For those who have a management role the chapter covering growth strategy, competition and client service are well worth reading.
If you are looking for something that provides an overview of B2B marketing with a focus on professional services then this is the book for you. Marketing the Professional Services firm is an interesting read with some very useful case studies to help explain the subject matter. Better still, if you're in a hurry, the overview at the beginning of each chapter provides a snapshot of the contents to follow.
Young discusses all of the tools needed to get the job done within a professional partnership organisation and explains how classic marketing theory can be applied to professional services. I like the way he introduces the reader to different scenarios, highlights common themes but doesn't claim that the book will have all the answers.
It is a good text to dip into when facing a new challenge at work or simply to get a refresher on the Boston Matrix or Service Gap model. I found the chapters on Creating and managing a professional services brand and personal business generation particularly useful at the time of reading but have since delved in to equally helpful chapters.
A must have for any serious professional services marketer or those new to the sector.
As anyone with an interest in this book will know, marketing professional services is difficult and often poorly done. So there is a strong need for this book. I liked several things about it. 1) It's well-founded on the research and not just the author's opinions. 2) It flows from strategy to tactics and is not just anecdotal stuff about how to promote the business 3) It's got good, relevant and up to date examples 4) It's clearly written by and for practitioners in the real world. What didn't I like? Laurie Young's style is direct and can be jarring to one's complacency. Which actually, on reflection, is not a bad thing. Just don't read this book to confirm your own views! If your job involves marketing professional services, this is one of those books to make time for.
As professional services firms become more prevalent, their industry is also becoming more competitive. Professional services firms must understand how to tell the marketplace about their special qualifications and accomplishments. Author Laurie Young's textbook includes the information marketers need to do this, but because it is, in fact, a textbook, readers will have to sift through both theory and details to find practical suggestions. Young backs up his sound conceptual ideas with numerous case studies of major companies. getAbstract recommends this book to students and to practitioners looking for a comprehensive understanding of marketing practices in the evolving professional services industry.
An excellent book. Really helpful on how to run a professional services consultancy especially with respect to strategic issues and marketing. Had I read this book 20 years ago it would have helped me deal with a lot of potential obstacles and leadership issues before they arose. It was spot on.
Laurie Young is a very good writer and as someone with extensive personal experience of running a very successful firm he has written one of the best books available to focus on the marketing of the professional services firm.
A great book - whether you are a sole practitioner, or in a growing consultancy or large operation. Both for the marketing professional or consultant/lawyer/accountant with marketing management responsibilities.