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More About This Title Reinventing Professional Services: Building Your Business in the Digital Marketplace
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The technological landscape has reshaped the way white collar workers cultivate and promote their businesses. The Transformation of Professional Services is an engaging look at how licensed experts are adapting to today's dynamic economic environment.
From Ari Kaplan—a recognized advisor on business and career development— Reinventing Professional Services: Building Your Business in the Digital Marketplaceoffers insights on taking advantage of enterprising techniques to stand out and position one's self as an insightful chameleon rather than as an isolated purveyor of facts and figures.
- Details the importance of offering resources instead of simply selling
- Reveals strategies for increasing one's searchability and distinguishing one's self in an economic downturn or recovery
- Offers advice readers can immediately use to strengthen client relationships
Written in a straightforward and accessible style, this book provides engaging guidance for anyone in the professional services field—from business consultants, financial advisers, and lawyers to accountants, real estate brokers, and appraisers.
English
Learn more at AriKaplanAdvisors.com and ReinventingProfessionals.com.
English
Introduction:The Rise of the White Collar Hustler and Your Path to Practical Innovation xi
Getting Started xiii
What’s in This Book xvii
Chapter 1:Finding Your Way in a More Informal, Instant World 1
Create Opportunity by Becoming a Visible Enthusiastic Expert 5
Increase Your Visibility and Realize Your Potential 6
Enthusiasm Is the Hallmark of the Modern Hustler 11
Expertise Is Easier to Convey Than Ever Before 14
Chapter 2: Innovators Adapt, and You Should Too 17
Set Goals for Social Media 19
Begin Cultivating Offline Relationships Online 21
Embrace Transparency Because Everybody Knows Everything Anyway 24
Grass Roots Medicine 26
Chapter 3: Recognize the Resiliency Revolution and Join It to Grow Your Practice 33
Seize Opportunity Whenever Possible 35
Flexible Fees Make Cost Conversations More Cheerful 36
Alignment Is the Answer to Better Client Relationships 39
Technology Offers Better Communication All Around 43
Chapter 4: Students Have Everything to Gain from the White Collar Hustle 47
Busting Myths About Networking 50
Be Disciplined and Accountable 51
Share Your Successes and Your Failures 54
Be Prolific and Fast 55
Be a Resource, Focus on Others 56
Follow Up 58
Chapter 5: Know Your Clients and Patients Because They Expect You To 61
Accountants and Technology Are a Good Match 63
Leverage a Variety of Tools to Promote Your Practice 65
Answer the Question the Client Should Have Asked 66
Merge Talents Wherever Possible 70
Chapter 6: Putting Your Practice through a Wind Tunnel Will Blow You Away 73
Even Small Elements of Inefficiency Can Have a Large Impact on the Bottom Line 75
Define Your Value Proposition to Focus Your Future 78
Finding True Worth Is Wiser Than You Realize 80
Become a Chameleon to Kick Start Your Initiatives 81
Chapter 7: It’s a Small Street, So Befriend Your Neighbors 89
Know Yourself to Better Understand Others 91
From SWOT to Sales Is a Path to Prosperity 93
Change But Don’t Change Who You Are 95
Tie Profits to Success to Build Trust and Motivate 97
Trust and Respect Now Matter More Than Ever 99
Chapter 8: Networking Is Dead; Long Live Networking 101
Go Where Your Audience Goes 102
Use Tools that Your Audience Uses 103
Find a Geek to Help You Get LinkedIn 104
Integrate Your Efforts to Save Time and Sanity 105
Explore Facebook for Fun and Professional Potential 107
How to Decide Whether You Should Blog 107
Spend Time with Your Audience and the Members Will Spend Time with You 110
Chapter 9: Proactive Professionals Pay Attention to Progress 111
Sales and Marketing Have Evolved So You Should Too 116
Medical Records Are Right on the Money 119
Chapter 10: When You’re Allergic to Wool, Wear Cotton or Suffer for Your Entire Career 125
Passion, Time, and Luck—Plus Relationships 127
The “Yes” Business 129
Make Every Client a Secret Shopper 131
Global Roots in Virtual Spaces 132
Set Expectations 133
The Art of the Referral 135
Chapter 11: Meet Your Clients and Patients Directly 141
An Accelerant of Change 145
Displacement Anxiety 149
Chapter 12: Mailing Lists, the Media, and Making Mistakes 153
Become an Umbrella Salesman 154
Benefits, Business Development, and Beyond 158
Meeting the Media 159
Make Mini Muffins with the Media 160
Being the Media 164
You, Too, Can YouTube 165
Chapter 13: Forget Technology, Remember Others to Build True Relationships 169
Use Technology to Say Thanks and More 174
Pay Attention to the Pitfalls of Participation 176
Confidentiality Is Critical, So Know When to Keep Quiet 177
Be Careful Creating Professional Relationships Online 179
Advantages of the Cautious Approach 180
Chapter 14: The Foundation for Follow-Up Is Easy to Establish 183
Timing Your Tidings to Connect with Colleagues 185
Hosting Events Is for Everyone 188
Thoughtful Follow-Up Is Favorable 189
Writing and Its Spinoffs as Marketing Are Remarkably Effective 190
Conclusion: Cultivating Community 195
Resources 199
Acknowledgments 205
About the Author 207
Index 209
