How Clients Buy (Book Review)
I’ve worked with hundreds of professionals like accountants and lawyers and these are the top 3 things I’ve discovered about business development for professional business services.
While professionals spend years training to be lawyers, accountants, or engineers learning how to do the work, they are never trained on how to sell what they do. In my experience, approximately 20% of professionals have successfully mastered business development, 50% know they need business development but need guidance on approach, and the remaining 30% just want to focus on doing the professional work.
Selling professional services is significantly different from selling retail or B2B products. Strategies like ABC, Always Be Closing, don't work and only push your potential clients away from you.
Selling professional services circles around one thing, which is trust. There are no “free trials” or money back guarantees, so clients need to take a giant leap of faith when purchasing professional services. Therefore, building trust, establishing credibility, and elevating profile are must dos when it comes to successful business development of professional business services.
In my latest video (embedded below), I review How Clients Buy, a book by seasoned business development consultants Tom McMakin and Doug Fletcher. I review key concepts in the book that have been proven to be successful strategies when it comes to business development planning and execution.
