Your Input Requested – New Class on Professional Services Marketing

by Mike Schultz on August 27, 2009

I’m in conversation with the marketing department chair of a prestigious graduate business school about teaching an MBA course on professional services marketing. Last week he asked me to develop a syllabus. Coming up with the topics: no problem. Coming up with possible cases: no problem. Developing a reading list: no problem. None of it is a problem…there’s more excellent content out there than we’ll ever have time to cover.

I’d like to solicit your help. If you were back in business school, what cases or topics would you want to cover? I’m looking for those articles, cases, books, blogs, and any kind of content that has helped define how you think about and approach professional services marketing.

Here are some of my initial thoughts on cases and readings:

Reading:

  • Professional Services Marketing by Mike Schultz and John Doerr
  • “Hustle as Strategy” by Amar Bhide
  • “Putting the Services Profit Chain to Work” by Heskett et. al. 
  • “The One Number You Need To Grow” by Fredreck Reicheld
  • “Competing on Resources” by David Collis and Cynthia Montgomery
  • Managing the Professional Services Firm by David Maister
  • “Corporate Postioning: How to Assess – and Build – a Company’s Reputation”

Cases (most are Harvard Business Review):

  • McKinsey & Company (A): 1956
  • Addleshaw & Goddard LLP
  • Infosys Consulting in 2006: Leading the Next Generation of Business and IT Consulting
  • The Architect’s Collaborative, Inc.
  • Duane Morris: Balancing Growth and Culture at a Law Firm
  • Hale and Dorr (A) & (B)
  • ENSR International
  • ThoughtWorks (A) & (B)
  • Being a Professional

Any favorites? Am I missing anything?

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9 comments »

{ 9 comments… read them below or add one }

Peter Salmon August 27, 2009 at 7:28 pm

I have followed the work of Ross Dawson for some years http://rossdawson.com/

His book on Developing Knowledge Based Client Relationships I have found most useful

Jack Rossin September 2, 2009 at 2:06 pm

Mark Maraia’s book “Rainmaking Made Simple” is a terrific book. A must read. “Spin Selling” would be enourmously valuable. “Legal Business Development” by Jim Hassett is very strong.

Tom Smith September 2, 2009 at 2:33 pm

In this economy, utilizing your channels, the primary being your employees and secondary being your influencers, and importance of referral marketing should be emphasized.

Brijinder Singh September 2, 2009 at 2:34 pm

Mike,

A critical item, given short shrift in most discussions, is the pre-requisite emotional & mental attitude a seller needs. Maybe you can stress the need to develop a healthy model of the relationship, with understanding of the value the seller could provide, and respect for the buyer’s total position. Without it, you remain vulnerable to hubris or terror as a seller.

Brij

Michael Delles September 2, 2009 at 5:32 pm

Thomas Freese (“Question Based Selling) and Jeff Thull (“Exceptional Selling”, Mastering the Complex Sell” and “The Prim Solution”) are excellent resources. I agree with earlier comment regarding Mike Maraia book “Rainmaking Made Simple”. I’d also suggest topics related to developing and leveraging relationships, especially political connections that often influence a final buying decision. While some may think simply following a client’s selection process will win the day, my experience is that decisions are often made long before the process starts and it’s usually relationships and political influence that make the difference.

Lynne Waymon September 2, 2009 at 7:46 pm

Hi – Please also add my book, Make your Contacts Count by Anne Baber and Lynne Waymon (AMACOM, 2nd edition). It’s used by many professional servies firms to teach social acumen and practical business development skills. Good luck with your course. Thanks!! Lynne Waymon 301-589-8633

Geryl Rose September 2, 2009 at 7:51 pm

Society for Marketing Professional Services (SMPS) http://www.smps.org has just released the new edition of their Marketing Handbook, which is the main publication used for the CPSM certification exam. I found the last edition to be very helpful and comprehensive; I’m waiting for my copy of the new edition to arrive. I find it especially useful with principals of smaller firms who don’t fully understand what marketing can do for them.

Randy Shattuck September 9, 2009 at 3:54 pm

Jim Collins’ “Good To Great” is an important work. Although it focuses primarily on non-PS companies, many of the concepts readily apply. Miller Heiman’s Strategic Selling and Conceptual Selling are also critical to business development and growth. David Aaker’s “Managing Brand Equity” is a very solid work, although focused again on non-PS brands.

Hope this helps.

Mike Schultz September 18, 2009 at 10:33 am

Thank you all for these great thoughts. I’ll be finishing up the syllabus soon and your input will surely influence the final list.

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