Reinventing Professional Services Building

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 todays dynamic economic environment. From Ari Kaplan a recognized advisor on business and career development The Transformation of Professional Services: Creating Innovative Practices in a Digital Marketplace offers insights on taking advantage of enterprising techniques to stand out and position ones 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 ones searchability and distinguishing ones 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.

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.

Introduction: The Rise of the White Collar Hustler and Your Path to Practical Innovation	p. xi
Getting Started	p. xiii
What's in This Book	p. xvii
Finding Your Way in a More Informal, Instant World	p. 1
Create Opportunity by Becoming a Visible Enthusiastic Expert	p. 5
Increase Your Visibility and Realize Your Potential	p. 6
Enthusiasm Is the Hallmark of the Modern Hustler	p. 11
Expertise Is Easier to Convey Than Ever Before	p. 14
Innovators Adapt, and You Should Too	p. 17
Set Goals for Social Media	p. 19
Begin Cultivating Offline Relationships Online	p. 21
Embrace Transparency Because Everybody Knows Everything Anyway	p. 24
Grass Roots Medicine	p. 26
Recognize the Resiliency Revolution and Join It to Grow Your Practice	p. 33
Seize Opportunity Whenever Possible	p. 35
Flexible Fees Make Cost Conversations More Cheerful	p. 36
Alignment Is the Answer to Better Client Relationships	p. 39
Technology Offers Better Communication All Around	p. 43
Students Have Everything to Gain from the White Collar Hustle	p. 47
Busting Myths About Networking	p. 50
Be Disciplined and Accountable	p. 51
Share Your Successes and Your Failures	p. 54
Be Prolific and Fast	p. 55
Be a Resource, Focus on Others	p. 56
Follow Up	p. 58
Know Your Clients and Patients Because They Expect You To	p. 61
Accountants and Technology Are a Good Match	p. 63
Leverage a Variety of Tools to Promote Your Practice	p. 65
Answer the Question the Client Should Have Asked	p. 66
Merge Talents Wherever Possible	p. 70
Putting Your Practice through a Wind Tunnel Will Blow You Away	p. 73
Even Small Elements of Inefficiency Can Have a Large Impact on the Bottom Line	p. 75
Define Your Value Proposition to Focus Your Future	p. 78
Finding True Worth Is Wiser Than You Realize	p. 80
Become a Chameleon to Kick Start Your Initiatives	p. 81
It's a Small Street, So Befriend Your Neighbors	p. 89
Know Yourself to Better Understand Others	p. 91
From SWOT to Sales Is a Path to Prosperity	p. 93
Change But Don't Change Who You Are	p. 95
The Profits to Success to Build Trust and Motivate	p. 97
Trust and Respect Now Matter More Than Ever	p. 99
Networking Is Dead; Long Live Networking	p. 101
Go Where Your Audience Goes	p. 102
Use Tools that Your Audience Uses	p. 103
Find a Geek to Help You Get Linkedln	p. 104
Integrate Your Efforts to Save Time and Sanity	p. 105
Explore Facebook for Fun and Professional Potential	p. 107
How to Decide Whether You Should Blog	p. 107
Spend Time with Your Audience and the Members Will Spend Time with You	p. 110
Proactive Professionals Pay Attention to Progress	p. 111
Sales and Marketing Have Evolved So You Should Too	p. 116
Medical Records Are Right on the Money	p. 119
When You're Allergic to Wool, Wear Cotton or Suffer for Your Entire Career	p. 125
Passion, Time, and Luck-Plus Relationships	p. 127
The ôYesö Business	p. 129
Make Every Client a Secret Shopper	p. 131
Global Roots in Virtual Spaces	p. 132
Set Expectations	p. 133
The Art of the Referral	p. 135
Meet Your Clients and Patients Directly	p. 141
An Accelerant of Change	p. 145
Displacement Anxiety	p. 149
Mailing Lists, the Media, and Making Mistakes	p. 153
Become an Umbrella Salesman	p. 154
Benefits, Business Development, and Beyond	p. 158
Meeting the Media	p. 159
Make Mini Muffins with the Media	p. 160
Being the Media	p. 164
You, Too, Can You Tube	p. 165
Forget Technology, Remember Others to Build True Relationships	p. 169
Use Technology to Say Thanks and More	p. 174
Pay Attention to the Pitfalls of Participation	p. 176
Confidentiality Is Critical, So Know When to Keep Quiet	p. 177
Be Careful Creating Professional Relationships Online	p. 179
Advantages of the Cautious Approach	p. 180
The Foundation for Follow-Up Is Easy to Establish	p. 183
Timing Your Tidings to Connect with Colleages	p. 185
Hosting Events Is for Everyone	p. 188
Thoughtful Follow-Up Is Favorable	p. 189
Writing and Its Spinoffs as Marketing Are Remarkably Effective	p. 190
Conclusion: Cultivating Community	p. 195
Resources	p. 199
Acknowledgments	p. 205
About the Author	p. 207
Index	p. 209
Table of Contents provided by Ingram. All Rights Reserved.

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Reinventing Professional Services Building Your Business in the Digital Marketplace

Summary

Author Biography

Table of Contents

Supplemental Materials