Selling Services: Marketing for the Consulting Professional Book

	Preface	v
Chapter 1	Getting to Your First Client	1
	Business Plan	1
	Marketing Plan	3
	Prospecting	4
	Summary	6
Chapter 2	Your Selling Initiation	7
	The Critical Use of Questions	7
	Fact-Finding Questions	8
	Agreement Questions	10
	The Most Powerful Persuasion: What You Say and How You Say It	13
	Summary	15
Chapter 3	Qualification and Presentation, by Phone and in Person	17
	Using the Telephone Skillfully	18
	The Role of the Receptionist	18
	With or Without a Contact Name	19
	Getting the Appointment	21
	Screening Incoming Calls	23
	The First Appointment	24
	Demonstration of Capabilities	26
	Summary	28
Chapter 4	Objections, Diversions, and Negotiation	31
	How to Handle the Objection	32
	Time to Start Closing	34
	Trial Close	35
	The Diversion	37
	Strong Trial Close	38
	Regrouping to Close Again	39
	Summary	43
Chapter 5	Account Strategy, Proposals, and Contracts	45
	Cracking the New Large Account	45
	Competitive Situations	48
	Going Out on a Limb	50
	New Business from Existing Accounts	51
	How and When to Use Lunch	51
	Client Strategy Profile	52
	Field Implementation Plan and Forecast	53
	Proposals and Contracts	55
	Cost Justification	60
	Getting Paid	61
	The IRS and You	62
	Contractual Relationships	62
	About Being Organized	73
	Organization in the Field	73
	Office Relations	74
	Summary	75
	Epilogue: Selling Summary for Business	77
	Motivation from Goals	78
	Index	81