This is the first of a two-part episode in which I interview Tom McMakin, the co-author of the recent book, How Clients Buy. In this book, he and co-author Doug Fletcher detail how and why the buying and selling of professional services differ from traditional consumer sales and even business-to-business sales in products.
While the book gives tangible and concrete steps for you to take for thinking through your sales process, it also speaks about leadership and how the steps you take to establish your sales brand are actually great steps for any leader.
In this Part 1, some of the issues we consider are:
- Why the book was written and who should read it?
- Does it work across all industries and professions?
- How did design thinking come into your model?
- An overview of the seven elements of why clients purchase professional services?
- A deep dive into the seven elements; including”
- Element 1-Why awareness is so critical and how to foster it;
- Element 2-a lesson from Cicero on what you do;
- Element 3-why asking question is the key to have a great relationship and fostering leadership;
- Element 4-how to write a compelling deck detailing why you fit the client’s need for services;
- Element 5-if you do make a mistake, it can actually lead to greater trust;
- Element 6-why is high ROI is hard to achieve, why it’s so important and how to calculate it; and
- Element 7-burning platforms can help demonstrate the time is right to hire you.
- These seven elements as a diagnostic tool.
To purchase a copy of How Clients Buy, click here.
For more information on the book, go to the authors’ website, by clicking here.
For more on Tom McMakin and his consulting company Profitable Ideas Exchange, click here.