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Doug Fletcher. How to Win Client Business When You Don't Know Where to Start
Table of Contents
List of Illustrations
Guide
Pages
More Praise for How to Win Client Business When You Don’t Know Where to Start
HOW TO WIN CLIENT BUSINESS. WHEN YOU DON’T KNOWWHERE TO START
Introduction
CHAPTER 1 Things Rainmakers Do That Most of Us Don't: The Five Rainmaker Skills: Universities Don't Teach Us and Our Firms Don't Train Us
What Is a Rainmaker?
Why Do I Feel So Stupid About Selling?
The Five Rainmaker Skills, the Focus of This Book
Skill 1: Create Your Personal Brand Identity
Skill 2: Demonstrate Your Professional Expertise
Skill 3: Build Your Professional Ecosystem
Skill 4: Develop Trust‐Based Relationships
Skill 5: Practice Everyday Success Habits
Moving Forward with the Five Rainmaker Skills
The Importance of Doing Great Work and Repeat Clients
References
CHAPTER 2 How Clients Buy : Understanding the Client's Buying Decision Journey
The Seven Elements of the Client's Buying Decision Journey
Element 1: Awareness
Element 2: Understanding
Element 3: Interest
Element 4: Respect
Element 5: Trust
Element 6: Ability
Element 7: Readiness
Putting the Seven Elements Framework to Use
Understanding Client Risk
It's Not a Long Sales Cycle, It's a Long Buy Cycle
References
CHAPTER 3 Where Clients Come From : Understanding the Key Client Pathways
The Seven Most Common Client Pathways
Where Clients Come From: The Seven Client Pathways
Pathway 1: Repeat Business (from a Satisfied Client)
Pathway 2: Referrals (from a Satisfied Client, Trusted Colleague, Friend, or Acquaintance)
Pathway 3: Inquiries (from Someone You Know)
Pathway 4: Inquiries (from Someone You Don't Know)
Pathway 5: Warm Prospecting (with Someone You Know)
Pathway 6: Warm Prospecting (with an Introduction from a Mutual Friend)
Pathway 7: Cold Prospecting (with No Introduction from a Mutual Friend)
Connecting the Dots
References
CHAPTER 4 Rainmaking for Introverts and People Who Don't Want to Sell: Winning Client Business While Being True to Yourself
The Rainmaker Mindset
Lessons from Dominic Barton, Global Managing Director at McKinsey & Company
References
Skill 1: Create Your Personal Brand Identity
CHAPTER 5 Decide What You Want to Be Known for and Who You Wish to Serve : You Can Be Known for Anything, But You Can't Be Known for Everything
The Birth of Personal Branding
Stupid Choices!
Society's Hall Pass
A Short History of Branding
References
CHAPTER 6 The Power of Focus : The Key to Being Remembered
If You're Not in the Client's Top Three, You're Not Going to Be Hired
Filling an Empty Slot in the Client's Mind
Reinventing Your Personal Brand
References
CHAPTER 7 Choosing Your Specialty : Shrink the Pond Until You're a Big Fish
Terry Pappy's Success Story: Carve a Niche, Then Carve a Niche within a Niche
Bill Stoddart's Success Story: Knowing What You Believe In
Three Ways of Defining Your Personal Brand Identity: Functional Expertise, Target Audience, and Geographic Focus
Functional Expertise
Target Audience
Geographic Focus
Finding Your Unique Combination of These Three
References
CHAPTER 8 You Can't Sell Beyond Your Credibility Zone: The Cautionary Tale of EDS
The Story's Beginning
The Story's Middle
The Story's Ending
The Lessons of the Story
A Seat at the Table
The Best Advertising Mind You've Never Heard Of
References
Skill 2: Demonstrate Your Professional Expertise
CHAPTER 9 How Clients Tell Who the Real Experts Are : Clients Need Clues That We Are Really Good at What We Do
Clients Seek to Avoid Regret
How We Can Help Clients Avoid Anticipated Regret
Unlearning the Mental Hang‐up We Have with Talking about Ourselves
Choosing Your Credibility Markers
References
CHAPTER 10 How to Toot Your Own Horn without Looking Like a Jerk : Proven Techniques for Demonstrating Your Expertise
Technique 1: Writing
Technique 2: Public Speaking
Technique 3: University Teaching
Technique 4: Radio Programs and Podcasts
Technique 5: Serving on a Board of Directors
Technique 6: High‐Profile Work and Case Studies
Technique 7: Industry Awards
Technique 8: Professional Certifications
Choosing Where to Focus Your Energy
References
CHAPTER 11 Using LinkedIn to Build Your Credibility: It Won't Make the Cash Register Ring, So What's It Good For?
Master Digital Marketing at Oxford
What Is the Internet Good For?
LinkedIn Is a Powerful Enabler, But It Won't Do the Heavy Lifting for Us
Don't Turn into Human Spam
The Power of Sharing and Connecting
The Rumor That Isn't True
Your Target Audience Is Local
The Market Is Not Overly Competitive for Your Type of Work
References
Skill 3: Build Your Professional Ecosystem
CHAPTER 12 The Two Hundred People You Need to Know : The Closest Thing to Knowing Something Is Knowing Where to Find It
Genuine Relationships, Not LinkedIn Connections
What's the Difference between Your Ecosystem and Network?
Why Your Ecosystem Matters: Revisiting the Seven Client Pathways
The Makeup of Your Professional Ecosystem
The Double Helix of Your Ecosystem and Trust
References
CHAPTER 13 Does Cold‐Calling Work? And What to Do if It Doesn't: Remember What Mom Said: Don't Talk to Strangers!
Remember What Mom Said: Don't Talk to Strangers
Making Friends on the Playground
Making Friends with Your Two Hundred People
When Cold‐Calling Works Best
Services That Are Packaged as a Product
When Opportunities Arise to Help Those Whom You Don't Know
Your Firm Solves a Problem or Provides a Solution That Prospects Aren't Aware Of
Cold‐Calling and Making Friends
References
CHAPTER 14 Making Friends in a Natural Way : How to Get an Introduction without Seeming Pushy
Warm Prospecting: Leveraging Your Relationships to Make New Friends
Nobody Likes Human Spam
How to Get an Introduction without Seeming Pushy
References
CHAPTER 15 I Can't See the Forest for the Trees: Segmenting Your Ecosystem into Three Distinct Groups
The Tree Farm Analogy
Caring for Your Professional Ecosystem
Tier 1: Your Inner Circle
Tier 2: Your Secondary Circle
Tier 3: Your Outer Circle
References
CHAPTER 16 Why Advertising Doesn't Work for Us: Leveraging Your Firm's Brand Reputation and What to Do When You Don't Have One
Recognizing the Limits of Advertising
A Better Way: Building Relationships
Approach 1. Meeting People: Opportunities for Making Friends in a Natural Way
Approach 2. Building Content: Opportunities for Demonstrating Our Expertise
Leveraging Your Firm's Brand
References
Skill 4: Develop Trust-Based Relationships
CHAPTER 17 What Is Trust and Where Does It Come From? : Do Clients Really Hire People They Like?
Recognizing Authentic Likeability
Where Trust Comes From
Advice from a Seasoned Relationship Builder
References
CHAPTER 18 Conversation Skills for Introverts (and the Rest of Us, Too) : Using Small Talk to Find Common Ground
Finding Common Ground through Small Talk
Building Common Ground over Time
References
CHAPTER 19 The Art of Keeping in Touch : Finding Opportunities to Be Thoughtful and Helpful
Finding Opportunities to Be Thoughtful and Helpful
Recognize Other's Success
Provide Helpful News and Information
Offer Introductions and Referrals
Ask for Advice or Guidance
Follow Up to Inquire about an Issue
Remember Important Dates
Give Small Gifts
Show Gratitude toward Others
Caring and Empathy Matter
References
CHAPTER 20 Transparency Is Good, Right? : How and When to Be Transparent
Why Undersharing Is a Path to Irrelevancy
How Much Is Too Much?
Finding the Balance
The Value of Saying “No” and “I Don't Know”
References
Skill 5: Practice Everyday Success Habits
CHAPTER 21 The Daily Habits of Successful Rainmakers : The One Hour Each Day That Will Build Your Career
The Roller Coaster of Revenue
Practicing the Rainmaker Skills Every Day
The Most Important Hour of Your Day
References
CHAPTER 22 Making the Rainmaker Skills Stick : 66 Days That Will Shape Your Future
Building the Rainmaker Skills into Our Daily Lives
Create Your Personal Brand Identity
Demonstrate Your Professional Expertise
Build Your Professional Ecosystem
Develop Trust‐Based Relationships
Practice Everyday Success Habits
References
CHAPTER 23 Finding Your Rainmaker M.O. : Building a Rainmaker System That Works for You
The Modus Operandi
A More Modern M.O
The Middle Ground
Finding Your M.O
Rainmaker M.O. Best Practices
References
CHAPTER 24 Thoughts on Becoming a Rainmaker : Stop Trying to Be Wonder Woman or Superman
What We Can Learn from the Beatles, Led Zeppelin, and the Rolling Stones
Becoming a Rainmaker Is Not a Structured 10‐Step Program
References
CHAPTER 25 Finding the Work That You Love : And What to Do When You Don't
Do You Enjoy Your Work?
Enthusiasm for Our Work Is Key to Our Success
Keep Exploring Until You Find Your Calling
Respect, Trust, Likeability, and Enthusiasm
References
CHAPTER 26 A High Road with a Long View : Parting Words as You Begin Your Rainmaker Journey
On Patience
On Persistence
The Rainmaker Mindset
References
Appendix A: The Rainmaker Skills Self‐Test: What Are My Rainmaker Strengths and Weaknesses?
Recommended Reading
Acknowledgments
About the Author
Index
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