List of Figures

PART ONE Foundational Material Part One presents a working definition of the client-centered marketing approach, explains major dimensions of the approach, introduces terms, highlights objectives and strategies, lists insights and lessons learned, and explains the client-centered marketing process model.

1 The Client-Centered Marketing Process

2 The Client-Centered Marketing Process Model

PART TWO Marketing Factors Analysis This section shows you how to handle the details involved in doing a major marketing factors analysis of your business.

3 Preparing for a Marketing Analysis of Your Current Business or Practice

4 Evaluating Your Current Clients

5 Evaluating Your Prospects in Hand

6 Managing Your Current Leverage Relationships

7 Sizing Up Your Services

8 Building Your Firm's Strategic Profile

PART THREE Targets This section focuses on your targets of opportunity and targets of attention. Targets represent the relationships and marketing factors that need your attention and, often, your action. Your goal in managing this element is to efficiently replenish and expand your desired target niche. Clients and others in this element represent your potential new business opportunities.

9 Managing Your Targets of Opportunity

10 Managing Your Targets of Attention

11 Managing Your Targets of Influence

12 Selecting an Industry for Special Attention

PART FOUR An Insider's Understanding Developing an insider's understanding of the niche involves getting client-smart about the working of the client's industry and market.

13 Developing an Insider's Understanding of the Industry

14 Developing an Insider's Understanding of Your Niche's Market

15 Selecting Needs You Can Meet with Available Resources

PART FIVE Serving the Niche This section is all about organizing to serve the niche marketing systems.

16 Building Marketing into the Fabric of the Firm

17 Building a Responsive Marketing Organization

18 Building Your Marketing Information System

19 Preparing Value-Adding Solutions

PART SIX Developing and Codifying Your Marketing Processes Part Six identifies a marketing process as a set of systems, decisions, and actions designed to deliver a component of strategic value in which inputs are converted into value-added outputs. Areas covered include building and maintaining a favorable awareness, acquisition of new revenue, and the satisfaction process.

20 Positioning Your Business

21 Building Your Firm's Intended Image

22 Speaking to Targeted Groups

23 Writing That Works

24 Tapping the Local Press

25 Leveraging Your Memberships in the Niche's Organizations

26 Expanding Services to Current Clients

27 Prospecting for High-Potential New Clients

28 Selling the Value-Adding Solution

29 Preparing a Winning Proposal

30 Ensuring Client Satisfaction

PART SEVEN Managing the Client-Centered Marketing Process This section discusses the importance of strategic thinking, presents the authors' personal strategic plans, and summarizes key client-centered points.

31 Developing Your Strategic Plan

32 Wrapping It All Up

Bibliography

Glossary

Appendix A The Standard Industrial Classification (SIC) Code System

Appendix B A Sampling of Industry, Professional, Small Business, and Trade Associations

Index

About the Authors