- Paperback: 368 pages
- Publisher: McGraw-Hill; 2 edition (Oct 10 2002)
- Language: English
- ISBN-10: 0071398716
- ISBN-13: 978-0071398718
- Product Dimensions: 25.4 x 17.8 x 2.5 cm
- Shipping Weight: 771 g
- Average Customer Review: 4.6 out of 5 stars See all reviews (5 customer reviews)
- Amazon Bestsellers Rank: #295,882 in Books (See Top 100 in Books)
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Product Details |
Product Description
Book Description
To many people, marketing means personal selling or advertising, imposing oneself on others, and trying to get people to buy something they may not want. Rick Crandall debunks these myths in Marketing Your Services, a grassroots guide to marketing and building relationships with customers to achieve success. Directed primarily to entrepreneurs, small business owners and solo service providers, the book offers more than 1000 practical tips that can help make a marketer out of anyone who wants to serve customers better. Crandall intentioned this book as a marketing crash course specifically for service providers – from lawyers to freelance writers, from carpenters to landscapers. All of the basics of marketing are explained in easy-to-understand terms. Helpful hints, tips and suggestions are illustrated through examples with which non-professional marketers can easily identify. The overall tone is conversational and reassuring. The expanded & updated edition reflects a thorough revisior including a change in organization, so the book begins with chapters on marketing basics -- like advertising, sales, and publicity -- then moves into more focused chapters addressing professional and relationship building methods. A new chapter on online marketing is included and examples of effective online marketing techniques and strategies are woven in throughout. Self-motivation is given more extensive coverage, international examples have been added as have more specific examples from service business start-ups. The lengthy appendices have been updated to include new templates and examples.
From the Back Cover
Updated with new tips that guarantee profitable results!
"Required reading for anyone who is in the business of providing services."
--Jay Conrad Levinson, author of Guerrilla Marketing
Whether you are a new business or an established service provider, it's likely you hate the idea of selling and are convinced that the "p" in promotion stands for pushy. As a result, your client base is static or you are not attracting the best clients. Inject new life into your business and improve your bottom line without losing a shred of self-respect. In Marketing Your Services, you'll find comprehensive explanations of all the key ways to attract business without ever resorting to humiliating "hard-sell" tactics.
This popular guide has been completely updated to include the latest ideas on Internet promotion and low-cost or no-cost tactics. The "Action Agendas" give you ideas you can use immediately The hundreds of real-life examples, dignified strategies, and hands-on exercises offered in this go-to guide will inspire even the most reluctant self-promoter to tap the marketing genius within. You'll learn how to:
- Jumpstart a campaign with one-minute marketing plans
- Plan and execute effective advertising that fits your budget
- Generate instant word-of-mouth with free publicity
- Cultivate relationships with your customers rather than "cold-call" for new clients
Marketing Your Services also includes material from:
- Ken Blanchard, author of The One-Minute Manager
- Peter Drucker, author of The Practice of Management
- Tom Peters, author of In Search of Excellence
Follow Rick Crandall's down-to-earth advice and create marketing plans that suit your personal style and honestly address client needs. With an effective, reliable marketing routine in place, you can free up time to devote to your number one love--providing the service itself!
Inside This Book
(Learn More)
First Sentence
If you're like most service providers you not only hate the idea of selling, but are suspicious of marketing. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
If you're like most service providers you not only hate the idea of selling, but are suspicious of marketing. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
5.0 out of 5 stars
Relationship building & consultative marketing approach,
By A Customer
This review is from: Marketing Your Services: For People Who Hate to Sell (Paperback)
I launched a successful graphic design business using dozens of the marketing approaches that fill Rick Crandall's book. Six years later I re-located, re-read the book, and started all over. Hundreds of tried and true strategies for getting your offering "out there" are well-organized in the various chapters of the book. There are lots of good real-life examples and something for everyone. Rick points out that when buying services, people don't reallly know what they're getting until the service has been provided. Potential customers must decide to hire you based on trust. Therefore, relationship building is critical to marketing intangible services, and the consultative marketing approach Rick advocates shows the customer you have their best interests at heart. I still refer to the book often and share relevant strategies with clients developing their own businesses.
3.0 out of 5 stars
Not so cool,
By
This review is from: Marketing Your Services: For People Who Hate to Sell (Paperback)
I read this book after being promoted to Product Manager. I was hoping to get more insight and do my job better, but it was too poor in some aspects.The book is good, but not so good, unless you haven't heard of marketing before. Anyone with a little imagination could come up with the ideas showed in the book. I guess it is aimed at people with personnal business and offering only services like lawyers. It is very usefull for independent consultants. I am a consultant, but work for a company, so it didn't help too much. If you work for a company, then don't waste your time and money.
5.0 out of 5 stars
GREAT book!,
By Joe Vitale "Author of way too many books to l... (Wimberley, TX USA) - See all my reviews (REAL NAME)
This review is from: Marketing Your Services : For People Who Hate to Sell (Paperback)
I was surprised by this one. I expected fluff but instead got practical ideas and tested methods and lots of colorful stories to bring it all to life. I highly reccomend this one....
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