| Mark Zweig is one of today's most sought-after consultants and speakers on the subject of management and marketing in architecture, engineering, planning, and environmental consulting firms. Now he shares his insights on how smart firms are reinventing the way they market and sell their services. How to get started... Mistakes to avoid... How to get the most bang for your marketing buck... And much more!
What does Mark know about marketing? He's the one who coined the term "process marketing," a system of consistent marketing activity firms undertake over the long term that utilizes the laws of probability to achieve results. His Revolutionary Marketing seminar sold out in cities from coast to coast, then went on to become a best-selling video program. And his own successful consulting and publishing firm has grown no less than 30% a year in each of the last 11 years, thanks to the very marketing strategies Mark advocates to his design and environmental consulting firm clients.
According to Mark, the central flaw in most firms' approach is that they're not about marketing at all. They're selling and only selling. The trouble is, because it's based on what one or a few people do, selling alone usually doesn't produce consistent results. The firm is more subject to "boom-bust" cycles, tied to the rainmakers' activity and morale levels, and more vulnerable, since any of these super-sellers can move to another firm or start their own companies and become the firm's toughest competitors. The other major problem with marketing is that firms spend too much of their time and resources pumping out one proposal after another in response to RFPs. Is it any wonder that the median proposal hit rate for this industry is 34%?
How do firms escape the trap of relying on individual selling efforts and RFPs? That's what you'll learn in the Reinventing Marketing video. It's all here in an intimate 60-minute conversation with Mark. How to get started.... Mistakes to avoid... How to overcome objections and build support inside the firm... How to get the most bang for your marketing buck.. How to measure success and make sure your program is working... And much more...
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