Troy Waugh, CPA, MBA - 

Founder, CEO and President

101 Marketing Strategies for Accounting, Law, Consulting and Professional Services Firms has been over thirty years in its development.  Beginning at PricewaterhouseCoopers in the late 1960s, Troy was more fascinated with practice development than debits and credits.  After obtaining his MBA from The University of Southern California in 1973, he knew selling was in his future.  But, at that time, selling was forbidden in the profession.  What he did learn, as practice development leader in his office, was that the best sellers used a process. 

 101 Marketing Strategies offers a process model for selling professional services.  Most sales and marketing consultants subscribe to an event model of selling.  There are books written on single subjects such as closing the sale, referral selling and overcoming objections.  Many of these models are loaded against long-term success in selling professional services.  And while they do have usefulness when placed in the context of the selling process, you may develop great skill in closing the sale but be unsuccessful because you closed too soon or too late.  Selling professional services is not an event, it is a process.

 The book, addressed to senior associates and partners of accounting, legal, consulting and other professional business services, describes selling as a process. 

 The three levels of the selling process are:  1) The development of the relationship, 2) The buying process of the client and 3) The selling process of the professional.  This process is used in The Rainmaker Academy,^TM a leadership and business development program for accounting professionals.  It has been tested and found highly effective in hundreds of the world's most successful firms.

101 Marketing Moments describes success in selling like swimming across a raging river.  While your goal is get to the other side, the strong current of the river will have a lot to do with your eventual success.  If you work with the river’s current, cross currents, twists and turns, your odds of traversing the river are greatly improved.  Fight the river and you will lose. 

 In successful selling, there are two very powerful cross currents working: relationship development and the buying process.  As described in the book, the relationship begins with Discovery.  As you meet people and learn about their businesses, you are sizing each other up in a variety of ways.  If you use selling techniques that are effective in the Decision Phase of the relationship when you are in the Discovery Phase, you will rarely succeed.  You will be known as pushy, arrogant and self-interested.  As the relationship building process moves into the Differentiation Phase, you and your prospect begin to sort through the myriad of factors that ultimately determine a good fit.  Factors such as size, scope, specialties, industry or service expertise, needs, wants, willingness, ability to pay fees and time of year are just a few that you and your prospect must sort through. 

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 Once through the Differentiation Phase, you and your prospect enter the Decision Phase of the relationship.  Assuming the decision is one to hire you, the final phase of the relationship is Delivery.

Troy's goal is to build professionals who can sell, rather than sellers who happen to sell accounting or legal services.  The impetus for this book began over 10 years ago as an industry newsletter. The newsletter used short, pointed articles to describe successful experiences in selling situations.  

 This simple format helps professionals easily grasp the essence of the topic.  The articles in 101 Marketing Moments are arranged in a similar format enabling you to judge where you are in the cross currents of relationship development and the buying process.

 Who Should Read This Book and Why

 Owners and senior associates of accounting, law, consulting and business services firms should use this book as a foundational tool.  The professional who can also sell is a powerful force in the business world.  101 Marketing Strategies is also addressed to marketing and sales directors and coordinators and consultants who work with professional firms.  This book will be of particular interest to those who are specialists in event selling such as brochure development, prospecting, closing or client service.  It will help each person move into the deeper aspects of the selling process and work within the currents of relationship and buyer development.  

101 Marketing Strategies is especially valuable to those charged with leading the professional firm: the managing partner, the chief operating officer, the chief marketing officer, the firm administrator and the human resources director.

 The book's goal is to help you build your personal and firm business more successfully.  You will be able to measure your success, not by how much you know about selling, but by the results you get from what you learn about the selling process.  The professional, who cannot sell, becomes the victim of the system.  If you cannot sell, you are positioned to take only the work assigned to you or the prospects that call you because no one else wanted them.  The professional, who can sell, is the master of his or her destiny.

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