The Professional's Guide to Business Development: How to Win Business in Professional Services Book

Acknowledgements Introduction

01 Choosing your ground
New business versus business development Where are you?
Assessing the data

02 In a perfect world...
The ‘perfect’ client fi rm How does the client see you?

03 Locating your perfect clients
Cultural fit – why it matters The sniper rifl e 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 Brand and culture: similar but not the same Your USP Bringing it all together

05 Conversation is the new PowerPoint®
Perceptions are critical and real (even if they may be incorrect)
Conversation versus presentation Conversational tools The new PowerPoint®

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 Writing great proposals

08 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?

11 Putting it all together: a one-month implementation plan
Action plan overview Action plan to-do list and timings Mapping things out The right people And finally...

Further reading Resources Index