How Clients Buy A Practical Guide to Business Development for Consulting and Professional Services

“A terrific resource for anyone looking to build a successful client service business. McMakin and Fletcher are spot on citing quality and trust as cornerstones.”
—Lynne Doughtie, U.S. Chairman and CEO, KPMG

“How Clients Buy provides essential advice to professionals who have to step up from delivering services to selling them.”
—Ford Harding, author of Rain Making and Creating Rainmakers

“ Tom and Doug offer well grounded, practical advice on how to enhance business building, the most important skill any business, large or small, must tackle to grow and prosper. They take an ‘outside in’ (client perspective) view and offer important personal guidance on how to be an effective ‘grinder, minder and a finder.’ Their book is fun, easy to read and well worth the time invested.”
—Gary Singer, CMO, A.T. Kearney

“The best written book on the subject. If you’re a lawyer, accountant, or management consultant, read it on a plane ride home and change the trajectory of your career.”
—Jeffrey Fox, author of How to Become a Rainmaker

“Selling expertise is hard. If your goal is to build your practice, Tom and Doug’s book is a master class in how it’s done.”
—Jeff Shore, author of The Buyer’s Experience and Host of The Buyer’s Mind podcast

How Clients Buy is the much-needed guide to selling your services. If you're one of the millions of people whose skills are the 'product,' you know that you cannot be successful unless you bring in clients. The problem is, you're trained to do your job—not sell it. No matter how great you may be at your actual role, you likely feel a bit lost, hesitant, or 'behind' when it comes to courting clients, an unfamiliar territory where you're never quite sure of the line between under- and over-selling. This book comes to the rescue with real, practical advice for selling what you do. You'll have to unlearn everything you know about sales, but then you'll learn new skills that will help you make connections, develop rapport, create interest, earn trust, and turn prospects into clients.

Business development is critical to your personal success, and your skills in this area will dictate the course of your career. This invaluable guide gives you a set of real-world best practices that can help you become the rainmaker you want to be.

• Get the word out and make productive connections
• Drop the fear of self-promotion and advertise your accomplishments
• Earn potential clients' trust to build a lasting relationship
• Scrap the sales pitch in favor of honesty, positivity, and value

Working in the consulting and professional services fields comes with difficulties not encountered by those who sell tangible products. Services are often under-valued, and become among the first things to go when budgets get tight. It is now harder than ever to sell professional services, so your game must be on-point if you hope to out-compete the field. How Clients Buy shows you how to level up and start winning the client list of your dreams.