Rain Making: Attract New Clients No Matter What Your Field

by Ford Harding

Overview

Sell and Market Like a Pro!

In this new edition of his classic book, Rain Making, Ford Harding reveals step by step how--even if you've never sold a product in your life--you can become a top performer in your organization. Filled with easy-to-use strategies, checklists, tables, and guides, this book shows you how to:

• Write articles for professional publications
• Make cold calls like a sales pro
• Network to build a lasting customer base
• Develop a winning sales strategy

With this book at your fingertips, you'll get the marketing and sales skills you need to survive--and flourish--one sale at a time!

Product Details

ISBN-13:	9781605508405
Publisher:	Adams Media
Publication date:	02/01/2008
Sold by:	SIMON & SCHUSTER
Format:	eBook
Pages:	336
Sales rank:	738,041
File size:	4 MB

About the Author

Ford Harding is the president of Harding&Company, which trains professionals to win new clients. His books are required reading for certification by the Society for Marketing Professional Services. His articles have appeared in Harvard Business Review, the Wall Street Journal, and elsewhere. He lives in Maplewood, NJ.
An Adams Media author.

Table of Contents

Preface to Revised Edition     vii
Acknowledgments to the Revised Edition     viii
Acknowledgments     x
Introduction     xii
Marketing Tactics: How Professionals Build Reputations and Generate Leads     1
Writing and Publishing Your Article     4
Finding a Podium     16
Marketing by Mail     25
Organizing Seminars and Conferences     34
Getting Publicity     48
A Few Words on the Web   Matt Caspari     61
Eliminating the Dread of Cold Calling     66
Building a Network: How Professionals Develop a Sustainable Source of Leads     81
Networking: The Alternative to Cold Calling     82
Special Rules for Special Networks: Trade Associations, Formal Networking Groups, and Internal Networks     105
Increasing Network Quality   Mimi Spangler   Gary Pines     122
How Markets Structure Networks     134
From Networks to Leads     152
Building Client Relationships That Last     155
Sales Tactics: How Professionals Advance and Close a Sale     163
The Sales Meeting: The First Five Minutes     165
The Sales Meeting: Questioning and Listening     176
The Sales Meeting: Offering Your Solution     188
The Sales Meeting: Formal Presentations     199
The Sales Meeting: Handling Questions and Concerns     210
Team Selling     218
Shortening the Sales Cycle     222
Writing a Proposal     226
Quoting a Fee     235
Turning Down Small Work     250
When You Lose a Sale     254
From Tactics to Strategy: What Works and What Doesn't     265
The Logic of a Sales Strategy     267
Simple Strategies That Can Help You Now     272
Self-Marketing: Experts Make Themselves     277
Market-Based Strategies     288
Conclusion: Becoming a Rainmaker     303
Appendix     304
Notes     306
Index     309