Hi, friends. I was honored to be a recent guest on the Manage Smarter podcast hosted by C. Lee Smith & Audrey Strong. I say honored sincerely because it's not only one of my favorite podcasts, but because the podcast has included such iconic guests as Tom Peters, Jeffrey Gitomer, Jennifer Gluckow and Brian Tracy. [...]
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I get asked on a regular basis if advertising works in consulting and the professional services. Especially by people who have recently gone out on their own. These people typically have a lot of expertise relating to their craft. They just need a few clients to get things rolling. Why is this such a hard [...]
Selling an expert service is much different (and harder, too) than selling a tangible product. Clients experience much greater risk in hiring a an expert than in buying a tangible product - even when the tangible product has a steep price tag. The key difference lies in the gap between ‘what is’ and ‘what could [...]
If you've been along on the How Clients Buy journey with Tom McMakin (my co-author) and me, you've heard frequently that we believe there is a big difference between how clients buy professional services and how customers buy products. (Note: For more on this, I encourage you to read Chapter 3 in How Clients Buy: Beyond Pixels [...]
Dear friends: I was very pleased to be a guest this week on The Lifetime Body podcast hosted by my good friend, John Zombro. I've known John for nearly 20 years, first meeting him when I had a running related injury when I was much younger and less wise as it relates to training. John's [...]
As we begin the new year, I'd like to start with a topic that's been on my mind for the past few weeks: the role that enthusiasm plays in the clients buying decision journey. I spend much of my time thinking, writing and speaking about 'how clients buy' in the professional services (accounting, law, consulting, [...]
I've been thinking a lot lately about the notion of client risk when choosing to hire us - us being defined as management consultants, financial advisors, attorneys, architects, etc. - those of us in the professional services. In my last post, I wrote that understanding client risk is one of the keys to winning more [...]
When Tom McMakin and I were doing the research for our recently published book, How Clients Book, I recall something from an interview with Walt Shill. Walt is the Global Commercial Director for the environmental consulting firm, ERM. Walt has spent most of his successful career in management consulting....at reputable places like McKinsey, Accenture.... and [...]
Friend and colleagues: My co-author, Tom McMakin, and I are very pleased....and, frankly, a bit surprised.....to announce that our new book, How Clients Buy, will be published in the coming year in both China and Taiwan. In the past two weeks, our U.S. publisher, John Wiley & Sons, has signed licensing agreements for the book [...]
Hi, friends. A quick post to share some exciting news regarding Tom McMakin's and my book, How Clients Buy. We have broken into the Top 10 on Amazon in the consulting & professional services category. The book is targeted at a very tight niche and is spreading word of mouth like an Indie film. Thank [...]