Читать книгу How to Win Client Business When You Don't Know Where to Start - Tom McMakin, Doug Fletcher - Страница 25

The above description of how clients buy is the CliffsNotes version. It's true that clients have to know, respect, and trust us, but there is much more to it. Tom McMakin and I spent two years examining the longer version of the client's journey. We covered this in depth in our book How Clients Buy: A Practical Guide to Business Development for Consulting and Professional Services.

In How Clients Buy, we outline the seven elements of the clients buying decision journey. (See Figure 2.1.)

Our framework of the client's decision‐making process comes from our own personal experiences, in addition to interviews with successful rainmakers in a wide range of professions. Following are the highlights of what we learned.

FIGURE 2.1 The Seven Elements of the Client's Buying Decision Journey