When buying professional services, most clients will assume that you are competent in your field. They are therefore not hiring you primarily on the basis of your expertise, but on factors such as price and whether they want to do business with you. To minimize the issue of cost, you need to ensure that the benefits of working with you are clear to your customers. You need to move from transactional relationships towards partnership ones, and you need to identify the right prospects in the first place. The ability to ascertain, quickly and accurately, what drives your customer's decisions and…mehr
When buying professional services, most clients will assume that you are competent in your field. They are therefore not hiring you primarily on the basis of your expertise, but on factors such as price and whether they want to do business with you. To minimize the issue of cost, you need to ensure that the benefits of working with you are clear to your customers. You need to move from transactional relationships towards partnership ones, and you need to identify the right prospects in the first place. The ability to ascertain, quickly and accurately, what drives your customer's decisions and to respond to their needs is critical in differentiating you from your competitors. If you can do these things well, you will win more business from both new and existing clients. This book gives you a repeatable and scalable methodology to achieve this.
Stephen Newton has worked as a business coach and consultant since 2001, when he established his business, DLO Associates. He enables clients to implement effective strategy and enhance bottom line results. His focus is leadership development, operational management, and communication. View his blog at http://www.professionalsbusinessdevelopment.com/.
Inhaltsangabe
Acknowledgements Introduction 01 Choosing your ground New business versus business development Where are you? Assessing the data 02 In a perfect world... The 'perfect' client fi rm How does the client see you? 03 Locating your perfect clients Cultural fit - why it matters The sniper rifl e approach Technology: a side note Being visible 04 Your brand: development and management What is a brand? The brand is you... Building your brand statement Hot buttons to brand promises Your role and the value in resolving pain or delivering dreams Linking brand promise and value delivery Brand and culture: similar but not the same Your USP Bringing it all together 05 Conversation is the new PowerPoint® Perceptions are critical and real (even if they may be incorrect) Conversation versus presentation Conversational tools The new PowerPoint® 06 The wiring diagram of the client firm: seeing the influence connections The primary buyer with the NABAC The various buying roles Mapping the client firm: a process Questions to clarify roles What drives the client? 07 Maximizing success in your meetings Meetings in general Avoiding problems with meetings Writing great proposals 08 Managing your delivery and the client's expectations Quality assurance (QA) Delivery, client ownership and CRM After-action reports and feedback loops Milestones Pulling the plug 09 Winning referrals and repeat business Five referral errors - and how to avoid them Internal versus external referrals Repeat business Planning and process Strategic account leadership (SAL) 10 Building systems into your business Business organization Checklists Time allocation Client relationships and contacts Corporate knowledge and documents Why bother with systems? 11 Putting it all together: a one-month implementation plan Action plan overview Action plan to-do list and timings Mapping things out The right people And finally... Further reading Resources Index
Acknowledgements Introduction 01 Choosing your ground New business versus business development Where are you? Assessing the data 02 In a perfect world... The 'perfect' client fi rm How does the client see you? 03 Locating your perfect clients Cultural fit - why it matters The sniper rifl e approach Technology: a side note Being visible 04 Your brand: development and management What is a brand? The brand is you... Building your brand statement Hot buttons to brand promises Your role and the value in resolving pain or delivering dreams Linking brand promise and value delivery Brand and culture: similar but not the same Your USP Bringing it all together 05 Conversation is the new PowerPoint® Perceptions are critical and real (even if they may be incorrect) Conversation versus presentation Conversational tools The new PowerPoint® 06 The wiring diagram of the client firm: seeing the influence connections The primary buyer with the NABAC The various buying roles Mapping the client firm: a process Questions to clarify roles What drives the client? 07 Maximizing success in your meetings Meetings in general Avoiding problems with meetings Writing great proposals 08 Managing your delivery and the client's expectations Quality assurance (QA) Delivery, client ownership and CRM After-action reports and feedback loops Milestones Pulling the plug 09 Winning referrals and repeat business Five referral errors - and how to avoid them Internal versus external referrals Repeat business Planning and process Strategic account leadership (SAL) 10 Building systems into your business Business organization Checklists Time allocation Client relationships and contacts Corporate knowledge and documents Why bother with systems? 11 Putting it all together: a one-month implementation plan Action plan overview Action plan to-do list and timings Mapping things out The right people And finally... Further reading Resources Index
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