To order this 200-plus page book, call 800-839-0227, 24 hours a day, 7 days a week. The Marketing Workbook is $39 plus  $5 shipping and handling, and 8.25% sales tax for California residents. Or, print out the order form to fax or mail your order.

Chapter 1 - How To Use This Workbook

• This is a big workbook. What should I do first?
• Goal setting
• Examples of personal goals are:
• Examples of business and professional goals are:
• Layout of this workbook
• Solo practitioners
• New appraisal firms
• Current clients vs. prospects
• Commercial vs. residential
• Follow-up and feedback
• Who can do all this work?

Chapter 2 - What's Your Firm's Image and Niche, and What Do You Want It To Be?  

• Step 1. How do you see your firm, and how do you think outsiders see you?
• Step 2. Find out how others see you.
• Step 3. What is your image today?
• Step 4. What image or niche do I want for my firm
• Step 5. Action plan for changing my image or enhancing my current image.

Chapter 3 - What Marketing Methods Are You Using Now, and How Effective Are They?

• Step 1. Marketing methods used for prospects (new clients).
• Step 2. Marketing methods used with current clients.
• Step 3. Action plan

Chapter 4 - Fees: Where are you now and what's in the future?

• Step 1. Where are your fees for your different products
• Step 2. Analyze your product fees for different markets
• Step 3. What value-added services can you provide that your clients want and need?
• Step 4. Decide which products and markets have the most profit and growth potential.
• Step 5. Action plan for increasing fees, or at least keeping them at today's levels

Chapter 5 - Which are your most profitable products?

• Step 1. Determine your indirect monthly costs (overhead)
• Step 2. Determine your direct costs for each product
• Step 3. Calculate your profit for the product, in dollars and percent
• Step 4. Product profit analysis - Residential
• Step 4. Product profit analysis - Commercial
• Step 5. Action plan for increasing billings of your most profitable products.

Chapter 6 - What are your marketing resources, and how can you use them effectively?

• Step 1. Individual personnel profiles
• Step 2. Identify marketing linkages and decide how to use them
• Step 3. Analyze non-labor resources - marketing materials
• Step 4. Analyze labor resources - marketing materials

Chapter 7 - How Diversified is Your Firm?

• Step 1. List all your clients over the past 2 years, plus fee information.
• Step 2. Analyze your amount of diversification by client type.
• Step 3. Summary of clients.
• Step 4. Summarize the diversification categories
• Step 5. Your diversification goals. How diversified do you want to be?
• Step 6. Action plan for achieving your diversification goals.

Chapter 8 - Clients Gained and Lost, Why, and What Can You Do?

• Step 1: Clients gained in past 12 months
• Step 2: Clients lost in past 12 months
• Step 3: Clients lost and acquired summary
• Step 4. Plan for action. How can I get more new clients?
• Step 5. Client retention action plan.
• Step 6. Getting back clients you have lost

Chapter 9 - What markets do you want to target?

• Step 1. Preliminary analysis of all the possible markets for your firm
• Step 2. Secondary research on the markets you selected in the previous step.
• Step 3. Primary research.
• Step 4. Analyze the competition. Is there room for you?
• Step 5. What types of reports does this market want and what do they pay?
• Step 6. What marketing activities are required in this market?
• Step 7. What are the market's "hot buttons"?
• Step 8. Overall market evaluation
• Step 9. Action plan for getting more business in this market.

Chapter 10 - Current Client Analysis

• Step 1: Individual client profile.
• Step 2: Client rating form.
• Step 3: Residential products ordered and fee changes
• Step 3: Commercial products ordered and fee changes.
• Step 4. Find out what your client really wants.
• Step 5: Your competitive position
• Step 6. Handling change
• Step 7: Marketing Plan for the Client
• Step 8. Follow up: what's working

Chapter 11 - How to Get New Clients

• Step 1. Decide who are your best prospects.
• Step 2. Individual prospect profile.
• Step 3: Analysis of fees and products.
• Step 3: Commercial products and fees.
• Step 4. Find out what your prospect really wants.
• Step 5: Your competitive position
• Step 6. Action plan.
• Step 7. Follow up: what's working

Chapter 12 - How to Increase Your Referrals

• Step 1. List your referral sources.
• Step 2. Where are your referrals coming from
• Step 3. How did your current referral sources find out about you?
• Step 4. Action plan for increasing referrals from current referral sources.
• Step 5. List persons who are likely new referral sources.
• Step 6. List organizations, clubs, volunteer activities, etc

Step 7. What methods have you used in the past to get new referral sources?

Step 8. Action plan for obtaining new referral sources

Step 9. How are you going to track your referrals, including follow up?

Glossary of Marketing Terms

Resources

Index

To order this 200-plus page book, call 800-839-0227, 24 hours a day, 7 days a week. The Marketing Workbook is $39 plus  $5 shipping and handling, and 8.25% sales tax for California residents. Or, print out the order form to fax or mail your order