Includes bibliographical references (pages 283-284) and index.

Part I. Marketing tactics : how professionals generate leads

Writing and publishing your article

Finding a podium

Networking the alternative to cold calling

Special rules for special networks: trade associations, formal networking groups, and internal networks

Building client relationships that last

Eliminating the dread of cold calling

Marketing by mail

Organizing a seminar or conference

Getting quoted in the media

Part II. Sales tactics : how professionals advance and close a sale

Questioning and listening

Presenting

Handling prospect questions and concerns

Writing a proposal

Quoting a fee

When you lose a sale

Part III. From tactics to strategy : what works and what doesn't

Simple strategies that can help you now

Self-marketing experts make themselves

Market-based strategies

Your firm's strategy and you

Creating a breakthrough strategy