From the library
Tom McMakin, Doug Fletcher, 2018
In one paragraph
Tom McMakin and Doug Fletcher's guide to understanding the client buying process in professional services. Based on extensive research, it reveals how clients actually make purchasing decisions and provides strategies for service providers to align their sales approach with client psychology.
Also tagged
Where this sits in the operating system
Continuous Improvement & Feedback Loops
People & Relationships
Systems Over Goals
Key insights
Expertise does not sell itself. Buyers must be aware of you, understand what you do, be interested, respect you, trust you, and be able to afford you, in that order.
Professional services are bought on trust because the outcome cannot be inspected in advance.
Referral and reputation are systems that can be built deliberately rather than hoped for.
Recognise it early
The failure and the correction sit side by side deliberately. Read the left column asking whether any of it is already true of you.
Leading with credentials and capabilities instead of client problems
Trying to sell before building trust and relationships
Ignoring client risk concerns about professional services
Positioning services as activities rather than outcomes
Responding to client-defined problems instead of leading problem definition
The same idea, argued differently
Roger Fisher, William Ury
Peter Drucker
Ryan Deiss
The full breakdown
Before you close this
Naming the specific moment you will act roughly doubles the odds you do.
Reference
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