By Allan S. Boress
Prognosis is the main to revenues -- that is the basic inspiration conveyed all through "The 'I Hate promoting' Book." Boress advises that anybody promoting expert companies should still act like a physician -- diagnose the matter, prescribe an answer and research no matter if the sufferer is devoted to fixing the matter you diagnosed.
Boress calls this a "Sales Examination," and it truly is this idea that not just provides Boress' ebook its worth but in addition makes it effortless to appreciate and to use the techniques mentioned. (Attorneys, accountants and experts receives a commission to diagnose concerns and supply recommendations, so doing this in a revenues name is moment nature for most.)
Allan Boress has the appropriate proposal. His analysis layout is apparent, straight-forward and sincere, and somebody who sells specialist providers after which plays the provider itself can take advantage of what Boress has to say.
Boress did, although, make a tremendous mistake including the bankruptcy on mobile prospecting, simply because it truly is transparent he's neither skilled in, nor an suggest for, cold-calling to get appointments. the recommendation is extremely old-fashioned and very shouldn't be in any respect. (I'll guess huge dollars his writer made him upload this bankruptcy so it will promote extra copies.)
Read Online or Download The I Hate Selling Book : Business-Building Advice for Consultants, Attorneys, Accountants, Engineers, Architects, and Other Professionals PDF
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Additional info for The I Hate Selling Book : Business-Building Advice for Consultants, Attorneys, Accountants, Engineers, Architects, and Other Professionals
Sample text
Many service providers have become disenchanted with marketing because they expected business to increase substantially if they simply hired a marketing director, advertised, distributed handsome brochures, and/or sent direct mail. These techniques work for products, like soup or television sets, but they aren't effective for services. Sadly, all marketing can be expected to do is provide the opportunity. If marketing guaranteed sales, you wouldn't need to read this book! All you would have to do is set aside a certain percent of gross revenues for advertising, and you could expect a good return on investment.
Many service providers, usually because they aren't very successful at selling, often find themselves hoping, wishing, and even begging for the opportunity to just show their expertise and then maybe make a sale. Some even do this by offering free engagements. This is unlike the highly successful professional who views her time as extremely valuable, is confident in her firm's ability to do the work, and is not interested in every prospective client that comes along. The best business developers in the professions are selective about who they do business with and the type of work they do—even when business is down.
This perception frees you to be creative; it recognizes that any contact you have with clients, prospective clients, and referral sources is marketing. The only marketing I have ever found that works on a consistent basis is personal marketing. All the fancy brochures, ad campaigns, and even TV commercials that you see can only act as an adjunct and a support to effective personal marketing—not as a replacement. And good marketing can only provide the opportunity; people still have to be sold by a human being.