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Title: Rain Making: The Professional's Guide to Attracting New Clients by Ford Harding ISBN: 1-55850-420-6 Publisher: Adams Media Corporation Pub. Date: September, 1994 Format: Paperback Volumes: 1 List Price(USD): $14.95 |
Average Customer Rating: 4.75 (12 reviews)
Rating: 5
Summary: A system to assure a continuing flow of new clients.
Comment: Providers of professional services share a common problem -- that of maintaining a continuing flow of new business opportunities. Our "sales" problem is much different from that of those who provide tangible products. In fact, to some of us, the very concept of "selling" is offensive; yet, new business must come from somewhere.
As a provider of strategic marketing services for high-technology companies, I have spent the last 15 years helping my clients better understand their markets and customers' needs and develop effective marketing operations. I have also given much thought about how the concepts I recommend to my clients could be applied to my own business; some are applicipable, but unfortunately, most are not.
Over the years, I've looked for ideas about new business generation for professional Rainmakers -- The Manager's Guide to Training Professionals to Attract New Clients by Ford Harding.
The book starts with a realistic discussion of the problem we face, then continues to outline an approach to the solution. It does not suggest any particular process, but chronicles what has actually worked for others; it is based on interviews with over 100 highly successful rainmakers. Harding tells how to think about the problem and how to develop a process that will work for you and your firm. He acknowledges that many successful rainmakers have an intuitive gift, but points out that those of us who do not have it, can learn from those who do.
I recommend the book to you. Those who are already proficient rainmakers will find ways to polish their technique; those who are struggling rainmakers will find a systematic approach to developing a system that will work for them.
CREATING RAINMAKERS By Ford Harding -- Summary of Main Points
Most professionals are good at reactive sales, i.e., obtaining an assignment when a client comes to them with a problem. Rainmakers, on the other hand, identify prospects for new business and they turn those contacts into revenue-producing assignments.
Successful rainmakers have a system to assure a continuing flow of new contacts which eventually results in new business. There are as many differences as similarities in the specifics of their systems, but all have an "engine" to keep the process working. The most successful systems fit the unique requirements of the rainmaker's market and the characteristics and personalities of the firm. Building a rainmaking system is like investing at compound interest -- success takes time, but eventually it builds on itself.
There are four key parts to successful rainmaking systems. Targeting & positioning -- you must know your market and the value you offer. Lead generation -- using thought leadership, relationship networks and value selling. Face-to-face meetings -- all lead generation efforts must lead to this. Performing -- delivering quality service is most important.
Professional service firms face one or haystack" problem -- finding a client with a problem you can solve. The "many points of light" problem -- many others also provide the service you offer. The "one dog client" problem -- client already has a provider of service you offer. Some rainmaking techniques fit one problem better than others.
Harding describes three types of selling, professional services. Product selling -- works if you can define a "standard service." Need-based selling -- prior contact or a referral is necessary. Value-based selling -- often works when need-based selling won't.
Successful rainmakers spend more time generating leads than selling. Most rainmakers initiate calls; business seldom "falls in their lap." They find a way to integrate lead generation with their other activities.
Above all, Harding's survey shows, rainmakers are optimistic
Rating: 5
Summary: Excellent guide on networking and client lead generation
Comment: If you're someone to whom networking comes easily or have extensive experience in attracting new clients, some of this material may not be new to you. However, if you're not that comfortable with finding new clients and you're looking for a system flexible enough to accommodate different approaches, this is an extremely useful book. Harding is obviously an intelligent guy. The book is full of concrete, understated advice that you can actually put into practice---not hyped-up sales talk.
He does make one or two points that may be impossible to implement, such as "Specialize in something early in your career." Obviously you can't do this if you're well into your career. But he gives a lot of practical advice anyone can heed, for example, to update your bio after every major project.
He gives good advice about how to deal with journalists and get publicity, i.e., become a source. Don't promote yourself, just provide information reporters need to write their stories. Once you become a regular source, your name will be mentioned often enough. (He also has a good section on how to be quotable).
The single most trenchant observation is stated early in the book: networking is, first and foremost, about finding ways to help other people. It sounds a bit pollyanna-ish, but it's true, and if you keep this in mind, the whole networking process becomes much less distasteful and "slimy" to those inclined to view it as such.
An excellent business book, whether one is an independent consultant or working in a large firm.
Rating: 5
Summary: Packed with Knowledge!
Comment: Every professional service provider or consultant should own this handy marketing guide. Concise and smoothly written, it delivers essential information without beating around the bush or leaving out anything important. Once it is on your shelf, don't let it gather dust. From strategic advice on which marketing method may work for you to concrete help on presentations, fee-setting and client relationships, this is packed with utility. Many professionals neglect marketing because the time spent at it isn't directly "billable." Of course, that's like a farmer neglecting planting, because it isn't harvesting. The book is thorough, if not particularly innovative, and it does get a bit rah-rah at times, but those are minor quibbles. We recommend this practical, complete and essential set of instructions on how to generate clients for your professional service practice.
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Title: Creating Rainmakers : The Manager's Guide To Training Professionals To Attract New Clients by Ford Harding ISBN: 1558508465 Publisher: Adams Media Corporation Pub. Date: September, 1998 List Price(USD): $14.95 |
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Title: Managing The Professional Service Firm by David H. Maister ISBN: 0684834316 Publisher: Free Press Pub. Date: 09 June, 1997 List Price(USD): $25.00 |
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Title: The Trusted Advisor by David H. Maister, Charles H. Green, Robert M. Galford ISBN: 0743212347 Publisher: Free Press Pub. Date: 25 September, 2001 List Price(USD): $15.00 |
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Title: Rainmaking Made Simple: What Every Professional Must Know by Mark M. Maraia ISBN: 0972453202 Publisher: Professional Services Publishing Pub. Date: January, 2003 List Price(USD): $29.95 |
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Title: Cross-Selling Success: A Rainmaker's Guide to Professional Account Development by Ford Harding ISBN: 1580627056 Publisher: Adams Media Corporation Pub. Date: August, 2002 List Price(USD): $12.95 |
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