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Published on Apr 9, 2010
Mike Schultz, President of Wellesley Hills Group, co-author of Professional Services Marketing (Wiley, 2009), and co-founder and Publisher of RainToday.com, explains the Wellesley Hills Group's system for building a professional service brand. It's called the Brand RAMP. The R stands for Recognize. Buyers in the market must recognize the firm. The A stands for Articulate. Buyers must be able to articulate how the firm helps solve problems like theirs. The M stands for Memorize. Buyers must not only know how they help solve problems like theirs, but at their elusive time of need, must remember that firm. Lastly, the P stands for Prefer. While buyers must remember the firm at the elusive time of need, they must also prefer them over the alternatives.