How Clients Buy

If you're among the millions, worldwide, whose livelihoods depend on sharing their skills and expertise with those who need them, you know that working as a consultant or professional service provider brings with it challenges unknown to those who sell tangible products like eyewear or farming equipment. Services are often misunderstood and under-valued, and, regrettably, they're among the first items to be cut from tightening budgets. And with today's staggering 11% global growth rate in the consulting and professional services industries, the competition for clients is now fiercer than it's ever been. But if you're like the vast majority of consulting and services professionals, all of your specialized training and education, not to mention your years of experience, count for little without a deep understanding of how clients buy. A survival guide for every services professional, this book helps you up your game by schooling you in the secrets of finding, connecting with, and building lasting professional relationships with the clients you want and deserve. And you won't have to become a pitchman, social media expert, road warrior, or marketing whiz to do it. Brimming with sage advice, priceless insights, and practical guidance, this book is for services of every stripe, whether you're a bankruptcy attorney working in a large firm or a home-based graphic artist, a web designer, or a financial advisor, a strategy consultant or marketing consultant. Written by a uniquely well qualified author team, and based on interviews with dozens of senior professionals working in a wide range of consulting and professional services, ranging from law, accounting, investment banking, and commercial real estate, to management consulting, advertising, and HR, How Clients Buy reveals proven strategies and techniques for building communities of interest, adding value to those communities, and scoping business off of what you learn. A key insight you'll take away from this book is that the most successful consulting and professional services practices don't sell at all. Instead, those world-class rainmakers leverage their deep knowledge in the ways of how clients buy, and they deploy a set of sophisticated strategies and techniques for propelling the buying journey. The most important investment you'll make in your business development, How Clients Buy arms you with that knowledge and those techniques for getting the word out, connecting with high-quality clients, and building the practice of your dreams.