How Clients Buy Why We Wrote “How Clients Buy”
Feb 9, 2018
The authors delve into the challenges of client acquisition in professional services, highlighting the need for better education in business development. They discuss the stigma around selling expertise and push for a client-centric approach. Emphasizing empathy and design thinking, they argue for a shift from manipulative sales tactics to helping clients make informed decisions. Their insights shed light on the innovative landscape of selling professional services, marking a refreshing take on a critical industry topic.
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The Rainmaker Paradox
- Many professionals, especially in consulting, are required to bring in new business.
- However, they often lack the training and resources to do so effectively.
The Resistance to Selling
- Professionals often resist selling because they see it as bragging or manipulative.
- This aversion, coupled with the historical prohibition against marketing in some professions, has resulted in a scarcity of resources on selling professional services.
Focusing on the Client
- Instead of focusing on selling techniques, "How Clients Buy" emphasizes understanding the client's buying journey.
- This client-centric approach uses design thinking to empathize with the client and help them make informed decisions.
