The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros

The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by cut-throat competition, client mistrust, transformative technologies, and ever-changing regulation, to understand the practical steps they must take to turn these threats into opportunities.

Providing invaluable information on how to target, win, and retain profitable customers, the book presents an overview of the basic marketing functions—segmentation, positioning, brand building, situational analyses, and tactical planning—as they relate specifically to the financial services industry. With up-to-date case studies, showing what has worked and, more tellingly, what hasn't, the book demonstrates how to effectively utilize the marketer's toolbox—from advertising and public relations to social media and mobile marketing.

• Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales
• Packed with new information on landing pages, email success factors, and smartphone apps
• Demonstrates how behavioral economics affect marketing strategy
• Case studies and charts are fully revised and updated

The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity without straining budgets. The first edition has become an industry-standard reference book and The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.

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Praise for Professional Services Marketing

"This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading."
—David Maister, author of Managing the Professional Service Firm

"Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive...BRAVO!"
—Leonard A. Schlesinger, President, Babson College, and coauthor of The Service Profit Chain

"It's no longer sufficient to be a good 'expert for hire'—you need a brand and a powerful marketing engine behind you. Professional Services Marketing is a gold mine of research based strategies, best practices, and specific techniques that will help you consistently win in the client marketplace and outshine your competition. It's thoughtful, funny, and filled with the how-to so often missing in business books."
—Andrew Sobel, coauthor of Clients for Life

"Schultz and Doerr offer tactics and information in an easy-to-read, concise, and enjoyable format. Professional Services Marketing should be a required resource in every professional marketer's tool box!"
—R. Granville Loar, Executive Director, Association for Accounting Marketing

"This book is an excellent resource for anyone involved in professional services. It is especially timely in our current challenging economic conditions, and the ideas and guidance are relevant for the better times to come as well."
—Josh Lee, Partner, Monitor Group

"Smart. Practical. Comprehensive. This is the one book that won't collect dust on my shelf."
—Kevin McMurdo, Chief Marketing Officer, Perkins Coie

"Professional Services Marketing is the first book to directly address the challenges of the professional services marketer. This book is filled with practical wisdom and research on best practices and processes specifically for this industry. A must-read for anyone in a professional services firm!"
—Paul Dunay, Global Director of Integrated Marketing, BearingPoint

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An innovative approach to winning more profitable sales in the growing professional services industry

In recent years, professional services providers have had to rethink their sales methods and adapt to profound changes in the way clients buy services. In response, Winning the Professional Services Sale argues for fundamental changes in the seller's mindset and sales strategies. Rather than pressing the sale, salespeople must help clients buy--the way that works best for each client. This new approach gives buyers what they now want in a services seller: a consultative problem solver, change agent, and solution integrator, all rolled into one. Author Michael McLaughlin presents a strategy for winning new business with a holistic approach to each client relationship. Only by fully understanding a sale from every angle, including its impact on the client's business and career, can salespeople thrive in the new era of the service economy.

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