How do you stand out from the crowd?
How do you attract clients in the face of intense competition?
How do you build long-term profitable relationships with your existing clients?
These are all questions that Client Science answers for practitioners in Australia.
Small to medium practices are challenged with the task of attracting clients and retaining them, when their core skills lie in technical expertise. Endorsed by the Institute of Chartered Accountants in Australia, Client Science gives you practical marketing techniques to differentiate your practice to stand out from the crowd and attract new clients.
It combines the author’s broad experience in professional services marketing, with insights gathered from numerous professionals across many industries, including accountants, architects, bankers, medical and legal practitioners.
This publication goes into the five Cs marketing plan for professionals:
- Collate: How to gather the right information to make powerful decisions
- Create: Learn to provide value for your clients to generate reputation and loyalty
- Communicate: Effectively promote your services to your chosen market
- Collaborate: Join forces with others to gain new client introductions and connections
- Calculate: Compare and measure the success of your marketing initiatives
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Table of Contents
Part I: Collate
- Set Objectives: Agree your top five goals
- Practice Analysis: Five levels of understanding
- Customer Relationship Management: Five ways to find new clients
- Clients: Five important client insights
- Competition: High five! Be the best in the market
Part II: Create
- Differentiation: Five ways to make your practice stand out
- Client Satisfaction: The five-questions market research survey
- Value for Money: Five great value propositions for clients
- Relationships: Impress your clients in five seconds
- Service: The five-star client experience
Part III: Communicate
- Branding: Get your practice noticed in five simple steps
- Personal Selling: Five ways to sell your story
- Promotion: Five media you can afford to pay for
- Public Relations: Five ways to get free publicity
- Digital Media: Five ways to engage clients
Part IV: Collaborate
- The Five Cs of Collaboration
Part V: Calculate
- Five tools to measure marketing success
Members of the Institute of Chartered Accountants in Australia (the Institute) are entitled to a discount on this publication. If the discount has not been applied, or you do not know the promo code, please refer to the Institute’s website to access this.