Helping Consultants and Professional Service Providers Succeed By Embracing the Client’s Buying Journey
How Clients Buy is not a typical book on selling. Most sales books focus on techniques: prospecting, lead generation, persuasion, interpersonal skills, negotiation, and closing. That’s fine if you’re selling tangible products. Products are sold on features such as speed, power, size, weight, etc. But services are different. Clients buy expert services from people who they know, respect, and trust – or who come highly recommended from a trusted colleague or friend.
My co-author, Tom McMakin, and I take a unique approach in How Clients Buy – we examine the buying decision from the client’s perspective. Rather than selling – a different approach is required. We call this approach the 7 Elements of the client’s buying journey.