LEADER 04494nam 2200673Ia 450 001 9910463085703321 005 20210426185622.0 010 $a1-78402-314-0 010 $a1-283-83702-1 010 $a0-7494-6654-5 035 $a(CKB)2670000000281566 035 $a(EBL)939383 035 $a(OCoLC)819609476 035 $a(SSID)ssj0000784066 035 $a(PQKBManifestationID)12363700 035 $a(PQKBTitleCode)TC0000784066 035 $a(PQKBWorkID)10760454 035 $a(PQKB)10565322 035 $a(MiAaPQ)EBC939383 035 $a(Au-PeEL)EBL939383 035 $a(CaPaEBR)ebr10632691 035 $a(CaONFJC)MIL414952 035 $a(EXLCZ)992670000000281566 100 $a20120802d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe professional's guide to business development$b[electronic resource] $ehow to win business in the professional services /$fStephen Newton 210 $aLondon $cKogan Page$d2013 215 $a1 online resource (200 p.) 300 $aDescription based upon print version of record. 311 $a0-7494-6653-7 320 $aIncludes bibliographical references and index. 327 $aContents; Introduction; 01 Choosing your ground; New business versus business development; Where are you?; Assessing the data; 02 In a perfect world ...; The 'perfect' client firm; How does the client see you?; 03 Locating your perfect clients; Cultural fit - why it matters; The sniper rifle approach; Technology: a side note; Being visible; 04 Your brand: development and management; What is a brand?; The brand is you...; Building your brand statement; Hot buttons to brand promises; Your role and the value in resolving pain or delivering dreams; Linking brand promise and value delivery 327 $aBrand and culture: similar but not the sameYour USP; Bringing it all together; 05 Conversation is the new PowerPointŪ; Perceptions are critical and real (even if they may be incorrect); Conversation versus presentation; Conversational tools; The new PowerPointŪ; 06 The wiring diagram of the client firm: seeing the influence connections; The primary buyer with the NABAC; The various buying roles; Mapping the client firm: a process; Questions to clarify roles; What drives the client?; 07 Maximizing success in your meetings; Meetings in general; Avoiding problems with meetings 327 $aWriting great proposals08 Managing your delivery and the client's expectations; Quality assurance (QA); Delivery, client ownership and CRM; After-action reports and feedback loops; Milestones; Pulling the plug; 09 Winning referrals and repeat business; Five referral errors - and how to avoid them; Internal versus external referrals; Repeat business; Planning and process; Strategic account leadership (SAL); 10 Building systems into your business; Business organization; Checklists; Time allocation; Client relationships and contacts; Corporate knowledge and documents; Why bother with systems? 327 $a11 Putting it all together: a one-month implementation planAction plan overview; Action plan to-do list and timings; Mapping things out; The right people; And finally...; Further reading; Resources; Index 330 $aWhen buying professional services, most clients will assume that you are competent in your field. They are therefore not hiring you mainly on the basis of your expertise but on factors such as price, and whether they want to do business with you. To minimise the issue of cost, you need to ensure that the benefits of working with you are clear to your customers. You need to move from transactional relationships towards partnership ones, and you need to identify the right prospects in the first place. The ability to ascertain, quickly and accurately, what drives your customer's decisions and to 606 $aBranding (Marketing) 606 $aProfessions 606 $aSmall business$xManagement 606 $aSuccess in business 608 $aElectronic books. 615 0$aBranding (Marketing) 615 0$aProfessions. 615 0$aSmall business$xManagement. 615 0$aSuccess in business. 676 $a658 676 $a658.4 700 $aNewton$b Stephen$0967445 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910463085703321 996 $aThe professional's guide to business development$92196467 997 $aUNINA