How does a firm go beyond simply answering requests for proposals and take charge of its marketing? By managing and distilling company knowledge and then disseminating it in the marketplace, architecture, engineering, planning, interior design, construction, and other professional practices can build their reputations as the “go-to experts.”

BUSINESS COMES TO THE EXPERT: A Proactive Marketing Plan for Professional Practice Firms instructs readers in new ways of thinking about marketing. They also get the strategies and tools they need to put these concepts into practice.

BUSINESS COMES TO THE EXPERT will help professional practice firms create a marketing plan, manage it on a daily basis, and drive business to the firm. The process outlined in BUSINESS COMES TO THE EXPERT relies on a simple management tool – the to-do list – to develop tasks, identify responsible parties, set deadlines, and create agendas and milestones.

Authors Brenda Richards and Kathleen Soldati instruct readers on how to use one of a firm’s greatest assets – its knowledge – to signal that it has what the market is seeking. By signaling to would-be clients “I know what you want and I’ve got it,” firms will capture a marketing advantage that ultimately drives success.

What’s inside

• Introduction
• Product or service: What are you selling?
• Market research: Marketing to whom?
Assessment and analysis: Where are you now?
• Positioning your firm and your designers: How do you create the message?
• Goals: Where do you want to go?
• Tools: How best to deliver your message?
• Strategies: How will you get there?
• Staff: Who will do the work?
• The to-do list: What is the schedule?
• Budget: How much will it cost?
• Evaluation: How will you recognize success?
• Glossary of terms