Читать книгу Never Say Sell - Tom McMakin - Страница 2
ОглавлениеTable of Contents
1 Cover
2 Foreword
3 Why We Never Say Sell Section 1: Who We Are and the Problems We Want to Solve 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? Section 2: The Imperative and the Opportunity CHAPTER 2: Learning to Farm Grinders, Minders, and Finders The Opportunity Bloom Where You Are Planted Account Planning CHAPTER 3: The Diamond of Opportunity There Is No One Thomson Reuters – and No One Opportunity Opportunity 1: MORE Opportunity 2: EXPAND Opportunity 3: EXTEND Opportunity 4: REACH Opportunity 5: EVOLVE Opportunity 6: INNOVATE Section 3: The Challenges CHAPTER 4: The Challenge of Knowing Too Much about the Wrong Thing The Seven Elements Any Step Can Be the First How Do the Seven Elements Apply? The First Challenge Note CHAPTER 5: The Challenge of Complex Organizations We Do That? Who's on First? The Stories We Tell Winging It Messed Up Incentives Refer at Your Own Risk The Second Challenge CHAPTER 6: The Challenge of Serving Complex Networks When Networks Kiss Two Universes The Myth of Referral It's Not You, It's Them The Third Challenge CHAPTER 7: The Challenge of Introducing Your Colleagues Introducing Other Experts The Fourth Challenge CHAPTER 8: The Challenge of Scale Economies of Scale on the Panama Canal Scale Advantage in the Expert Services Industry Diseconomies of Scale in the Expert Services Industry There Is No “I” in “Team” Scaling Trust and Credibility The Fifth Challenge
4 How We Can Help Section 4: Farming for Knowledge CHAPTER 9: Know Thyself Size Structure Growth Strategy Your Team Your Personal Brand Your Niche CHAPTER 10: Know Thy Client Leverage Your “Insider” Status Banish the Brochure Listen Effectively Understand the Political Dynamics at Play Be Mindful of Budget Cycles Cozy Up to Their Technology Stay Alert on the Outside Conduct Loss Analysis Open the Aperture CHAPTER 11: The Secrets of Diamond Account Planning Aligning the Stars Expanding Your Capability Reach Section 5: The Seven Disciplines of Successful Farming CHAPTER 12: Discipline 1: Do Good Work What You Can Control Deconstructing “Wow” How to “Wow” Clients The Easy Way to Not Win More Work Key Ingredients for Doing Good Work CHAPTER 13: Discipline 2: Be a Good Friend Be a Good Friend to Your Colleagues You Never Leave McKinsey Be a Good Friend to Your Clients Grow Your Circle of Friends Making the Move from Provider to Partner Stick with Your Friends CHAPTER 14: Discipline 3: Leverage Your Team Basking in the Warm Glow of Outgroup Homogeneity Bias The Art of the Introduction Just Dropping By … The Pack CHAPTER 15: Discipline 4: Incent Good Work Expert Services Needs a Different Yardstick Defined Commissionable Activities Double Counting Collaboration Credit Top of the Funnel Toward Better Alignment Born versus Bred Aligning Client and Employee Priorities: Finding the Optimal Structure CHAPTER 16: Discipline 5: Listen But We Are Different Four Guidelines for Listening CHAPTER 17: Discipline 6: Tell Great Stories We're Made to Tell Stories CHAPTER 18: Discipline 7: Master the Art of the Ask Learning the Art of the Ask The Ask before the Ask Section 6: Seeds of Change CHAPTER 19: The Power of Peers Jumping the Stack Following Up A Secret PIE Ingredient: Third-Party Follow-Up Before All Earning the Bigger Ask Helping Our Clients Discover Diamonds CHAPTER 20: The Power of Routers Digging Out the Dandelion Root Why Sales and Marketing Fails to Serve Expert Services Firms The Chief Listening Officer Listening Routers Rescuing Value from the Tactical Slag Heap The Double Punchline CHAPTER 21: The Power of Technology The Rub Strategize How to Capture Data The Future BDaaS Compensation Clarity CHAPTER 22: The Power of Experience and Insight Going Deep Solving Problems A Smaller World
8 Index
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