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The Professional's Guide to Business Development: How to Win Business in Professional Services

Overview

When buying professional services, most clients will assume expert competence in the field. They are therefore not hiring a consultant, a lawyer, an insurance broker, an accountant or a financial adviser mainly on the basis of their expertise, but on factors such as price, and trust. To minimize the issue of price, professional firms need to ensure that the benefits of working with them are clear. They must identify the right prospects in the first place, and move from ...

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The Professional's Guide to Business Development: How to Win Business in the Professional Services

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Overview

When buying professional services, most clients will assume expert competence in the field. They are therefore not hiring a consultant, a lawyer, an insurance broker, an accountant or a financial adviser mainly on the basis of their expertise, but on factors such as price, and trust. To minimize the issue of price, professional firms need to ensure that the benefits of working with them are clear. They must identify the right prospects in the first place, and move from transactional relationships toward partnership ones. 

In this book, consultant Stephen Newton offers a repeatable and scalable methodology to develop these partnerships between professional services providers and their clients. The Professional's Guide to Business Development will enable professional services firms to: 

-Increase their hit rate in winning new clients and retaining existing ones 
-Qualify customers so that they are able to work selectively 
-Understand what drives clients at a deep emotional level (where decisions are taken) 
-Articulate in language that resonates with the individual client the value that they deliver 
-Move their relationships towards business partnerships rather than transactional interactions 

A companion website includes downloadable resources.

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Editorial Reviews

From the Publisher
"[A] guide that focuses on forging the business relationships that attract clients. From building a good foundation for the business, finding how to express the company's value, advertising how  you can solve a client's problem more effeciently and effectively. Also including technical advice on creating more solid presentation using the latest updates to Power Point among other critical business advice...a scholarly and vital addition to business reference and management collections, a core addition for community and college library collections." —Midwest Book Review, Library Bookwatch: The Business Shelf 

"[A]n excellent articulation of what really causes clients to buy professional services…this book contains some key insights which make it extremely useful for lawyers and other professionals." —John Gibbs, Notary Public

Small Biz Trends - Pierre DeBois

"[A] great guide to align marketing, sales and operations. If you run or work in a professional services firm, you will want to read this book."
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Product Details

  • ISBN-13: 9780749466534
  • Publisher: Kogan Page, Ltd.
  • Publication date: 12/28/2012
  • Pages: 184
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.40 (d)

Meet the Author

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/.

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Table of Contents

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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