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Philip Kotler really did "write the book on marketing". He is a Distinguished Professor of International Marketing at the Kellogg Graduate School of Management (USA), and has authored more than 20 books including the classic text Marketing Management.
The following quotes from Philip Kotler are taken from an interview with Management Consulting
News in April 2004. The full transcript of that interview can be found
here.
NOTE:
Even if you're not a management consultant the advice is still great. Most service businesses would
greatly benefit from following these tips.
(I have added the comments in brackets, like this.
- Stuart)
 "The key to branding, especially for smaller firms, is to
focus on a limited number of issue areas and develop superb expertise in those areas."
(Knowledge is your brand. It is a major
source of differentiation for your business.)
"Clients like to believe their consultants
(and other service providers) are thinking about their business. Smart
consultants will send occasional articles that they come across that might interest a client. They may go further
and send articles that would have more of a personal, non-business interest for the client."
"A consulting firm
(or service provider) needs to choose defined areas of expertise and become the best in those
areas. (See the first point.) The firm should communicate its expertise through
written articles, speeches, and exceptional performance. The firm should prepare effective brochures, ads, and
other media. They should build a network of referral sources with accountants, lawyers and other professionals
(and owners of complementary businesses - in person
and via the internet)."
"The most important skill is client relationship management.
Some people have a natural aptitude for gaining trust and respect from their clients. They are caring and sensitive
people, good listeners and learners, and good problem solvers. The firm that hires more of these people
(or trains the owner/operator) will succeed regardless of
other things."
"Consultants
(and service providers) need to identify the specific clients they want to acquire. Many years
ago I told a law firm that it needed to distinguish between 'soliciting' for business and
'positioning' itself for business. The latter is much better and consists of building a reputation for doing something
so well that word of mouth acts as the soliciting force, not sales calls."
(But for some service business, sales calls cannot be completely
eliminated.)
"Consultants
(and most service providers) can learn more about marketing by attending short courses on marketing.
They can contact a professor of marketing to use as an occasional consultant. They can arrange for class projects
under the professor. They can solicit marketing ideas from their advertising agency
(or members of their local business network). Ultimately they may spot an excellent
professional marketer and put him or her on retainer (or consult with them on an as-needed
basis)."
Related links:About
Philip Kotler
Management
Consulting News
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