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Tom McMakin
Never Say Sell
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NEVER SAY SELL How the World's Best Consulting and Professional Services Firms Expand Client Relationships
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Foreword
Why We Never Say Sell
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CHAPTER 1 From Foothold to Footprint
The Question
Expert Services Are Different
Growing Your Work: How Hard Can It Be?
Do You Sell Pies?
The Promise of
Never Say Sell
A Roadmap for the Book
A Word about Words
To Sell or Not to Sell?
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CHAPTER 2 Learning to Farm
Grinders, Minders, and Finders
Next Generation Power
The Opportunity
Bloom Where You Are Planted
Farming Has a Better ROI Than Hunting
Farming Alerts You to Opportunities Early
Farming Keeps You Close
Farming Is Less Time Intensive
Farming Reduces Risk
Account Planning
CHAPTER 3 The Diamond of Opportunity
There Is No
One
Thomson Reuters – and No
One
Opportunity
Opportunity 1: MORE
What Might This Look Like for You?
What Might This Look Like for Susie?
Opportunity 2: EXPAND
What Might This Look Like for You?
What Might This Look Like for Susie?
Opportunity 3: EXTEND
What Might This Look Like for You?
What Might This Look Like for Susie?
Opportunity 4: REACH
What Might This Look Like for You?
What Might This Look Like for Susie?
Opportunity 5: EVOLVE
What Might This Look Like for You?
What Might This Look Like for Susie?
Opportunity 6: INNOVATE
What Might This Look Like for You?
What Might This Look Like for Susie?
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CHAPTER 4 The Challenge of Knowing Too Much about the Wrong Thing
The Seven Elements
Mutually Exclusive and Collectively Exhaustive
Any Step Can Be the First
How Do the Seven Elements Apply?
Awareness
Understanding
Interest
Credibility
Trust
Ability and Readiness
The First Challenge
Note
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