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How engaging technology and relationships can help you stand out, attract business and achieve a more dynamic professional life 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…mehr
How engaging technology and relationships can help you stand out, attract business and achieve a more dynamic professional life 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.
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ARI KAPLAN is a business strategist who spent nearly nine years practicing law with large firms in New York City. He provides copywriting services, as well as training on communications, career growth, business development, publishing and networking. Mr. Kaplan is the author of a book on standing out and creating opportunity. He has appeared on CNN, been featured in a variety of newspapers nationwide, and has written more than two hundred articles for a wide range of national and international publications. Learn more at AriKaplanAdvisors.com and ReinventingProfessionals.com.
Inhaltsangabe
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
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
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