Rain Making

Attract New Clients No Matter What Your Field

By: Ford Harding

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Paperback | 1 March 2008 | Edition Number 2

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Rainmaking: The Professional?s Guide to Attracting New Clients has become the classic book on sales for non-sales professionals. In today?s knowledge-worker economy, people may be hired for their technical or creative abilities. However, their promotion track still depends on their ability to sell themselves, their organizations, and develop new business. Many of the tactics around ?rainmaking? have changed or evolved in the last decade and the new edition will cover these in-depth?backed up by fresh anecdotes and case studies. The new edition will be organized into three major parts: 1)How to generate leads 2)How to convert leads into new business 3)How to assemble tactics into strategies AUTHOR: Ford Harding is the president of Harding & Company, a consulting firm which trains and develops professionals to win new clients. He has more than 30 years experience in business development and selling professional services. In his consulting practice and senior management positions, he has worked with a veritable who?s who of corporations including: Aetna, American Express, Citigroup, Ford Motor Company, GE, IBM, McGraw-Hill, Raytheon, Zerox, and many others. His articles have been published in periodicals such as Harvard Business Review, The Wall Street Journal, CIO, and Industry Week, among many others.

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Non-Fiction Business & Management Sales & Marketing Kids & Children's Books Self-Help, Personal Development & Practical Advice Advice on Careers & Achieving Success

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Preface to Revised Edition	p. vii
Acknowledgments to the Revised Edition	p. viii
Acknowledgments	p. x
Introduction	p. xii
Marketing Tactics: How Professionals Build Reputations and Generate Leads	p. 1
Writing and Publishing Your Article	p. 4
Finding a Podium	p. 16
Marketing by Mail	p. 25
Organizing Seminars and Conferences	p. 34
Getting Publicity	p. 48
A Few Words on the Web	p. 61
Eliminating the Dread of Cold Calling	p. 66
Building a Network: How Professionals Develop a Sustainable Source of Leads	p. 81
Networking: The Alternative to Cold Calling	p. 82
Special Rules for Special Networks: Trade Associations, Formal Networking Groups, and Internal Networks	p. 105
Increasing Network Quality	p. 122
How Markets Structure Networks	p. 134
From Networks to Leads	p. 152
Building Client Relationships That Last	p. 155
Sales Tactics: How Professionals Advance and Close a Sale	p. 163
The Sales Meeting: The First Five Minutes	p. 165
The Sales Meeting: Questioning and Listening	p. 176
The Sales Meeting: Offering Your Solution	p. 188
The Sales Meeting: Formal Presentations	p. 199
The Sales Meeting: Handling Questions and Concerns	p. 210
Team Selling	p. 218
Shortening the Sales Cycle	p. 222
Writing a Proposal	p. 226
Quoting a Fee	p. 235
Turning Down Small Work	p. 250
When You Lose a Sale	p. 254
From Tactics to Strategy: What Works and What Doesn't	p. 265
The Logic of a Sales Strategy	p. 267
Simple Strategies That Can Help You Now	p. 272
Self-Marketing: Experts Make Themselves	p. 277
Market-Based Strategies	p. 288
Conclusion: Becoming a Rainmaker	p. 303
Appendix	p. 304
Notes	p. 306
Index	p. 309
Table of Contents provided by Ingram. All Rights Reserved.

Rain Making

Attract New Clients No Matter What Your Field

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