Читать книгу Never Say Sell - Tom McMakin - Страница 15

This book is divided into two parts. In Part I, “Why We Never Say Sell,” we begin with the opportunity and the challenge. We describe the space open to us as expert services providers to grow our footprint within a client and then the five challenges that explain why this kind of new work doesn't come to us more naturally. It is here that we introduce the Diamond of Opportunity, six distinct ways in which rainmakers describe increasing the amount of work they do with clients. We also review the seven elements that must be present before a client is prepared to buy: the elements of awareness, understanding, interest, credibility, trust, ability, and readiness. We explain why these elements apply differently to winning work with a new client versus growing work with an existing client.

In Part II, “How We Can Help,” we dive into account planning and the sorts of questions you should be asking in preparation for making a plan. We also describe the seven disciplines of a master farmer, focusing on the practices as well as the tools for breaking beyond existing work to grow within a client. We break down each of the seven disciplines that underpin successful growth: Do good work, be a good friend, leverage your team, incent good work, listen, tell great stories, and master the art of the ask. Finally, we discuss some of the implications of what we have written for expert service firms' business development organizations and how technology will drive change and empower more effective engagement with clients.