How some professional service providers make more money than others
By Paul Watkins

To be a big fish in professional services, reduce the size of the pond. So how do you get clients to choose you ahead of others in your field? This book explains how, based around the proposition that your firm is probably too broad in its marketing messages, too diverse in its service offering, too unfocused on key areas of expertise and most importantly, too accepting of just anyone as a new client. In others words if you want to be a big fish in your pond - rather than getting bigger, reduce the size of the pond.

What you will learn:

• How to standout in your chosen field of expertise
• Why advertising doesn't usually work for professional services
• Critical issue around branding of professional services
• How to generate high value referrals
• Practical client retention and growth strategies

About the author
Paul Watkins has been consulting to professional services for over a decade and is a sought after conference speaker and workshop facilitator. During this time he has seen the full spectrum of good, bad and ugly marketing practices, observing firsthand what works and what doesn't. This book is Paul's second, following financial services industry best-seller How Some Financial Advisors Make More Money Than Others