Personality Traits in Professional Services Marketing

Personality Traits in Professional Services Marketing

Personality Traits in Professional Services Marketing

Personality Traits in Professional Services Marketing

Synopsis

Identifying the people best suited to marketing a firm to new clients is critical to the success of new business acquisition. Weitzul's research, plus his own consulting (and new business acquisition) experience, convinces him that not only are some people better suited than others to this delicate task, but that there are ways to identify the traits that make them better--and before costly mistakes can happen. Weitzul guides managing partners and others with marketing responsibilities through the various steps in selecting their "rainmakers," then offers help in developing their talents. Readable, with questionnaires and checklists, the book will be an essential, pragmatic resource for any professional services firm or consultancy.

Excerpt

This book deals with the identification, definition, and description of the human traits and characteristics that lead to success in marketing and selling professional services. It is research based and provides recommendations that are the results of studying professional service personnel (successful and otherwise) in action.

The intended audience of this book is people who want to learn about the personalities of such people. This group may include professionals, general marketing/sales personnel, and anyone interested in the characteristics of professional people who are also successful in the marketing/sales function. Moreover, professionals are increasingly working in traditional organizations and yet functioning as if they were part of a professional service organization. They provide services to departments within an organization and internally allocate and invoice their time to those departments for their services. Since these internal services are charged to the department using them, they have to be "sold" to the department requesting them. Professionals who work in such departments and who are involved in marketing their services should also find the material useful.

Personality is one of those popular words that everyone thinks they understand but for which few people can readily provide a definition. The definition provided here is limited to the traits necessary to be successful in marketing professional services. Accordingly, it focuses on the necessary levels of technical knowledge, intelligence, and interpersonal traits that lead individuals to marketing/sales success in professional service firms.

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