University of Minnesota - UMN Executive Leadership Insights
Rain Making
Book

Rain Making

Attract New Clients No Matter What Your Field

Ford Harding
Adams Media, 2008
First Edition: 1994
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Editorial Rating

8

Qualities

  • Applicable
  • Well Structured
  • For Beginners

Recommendation

Professionals are highly educated individuals who deal with consequential matters: Attorneys present life-and-death cases in court. Architects design graceful buildings. Engineers turn designs into stone and steel realities. Accountants decipher complex tax rules. But while these and other professionals are often remarkably able in their fields, many have no idea how to market themselves or their services. This manual by professional-services marketing expert Ford Harding covers all the marketing techniques you will ever need to know. The sales tactics section alone is worth the purchase price. getAbstract considers Harding’s comprehensive book a refresher for salespeople and required reading for professionals who think sales was someone else’s job.

Summary

Gaining Exposure

Professionals did not enter their fields to sell. Most have no sales or marketing training. Few want to take time from their practices for these kinds of activities. Unfortunately, clients do not fall out of the sky. Whether you work at a large firm or as a solo practitioner, you must sell your professional services to survive. Only by contacting numerous prospects, most of whom will never become clients, will you generate new business. The fewer prospects you have, the fewer clients you will secure.

One way to showcase yourself is with bylined articles that position you as a respected and available expert in your field. Find a topic that is timely, that you can write about authoritatively and on which you have a unique perspective. Find out which publications your potential clients read: trade journals are often good targets. Pitch your idea to the editor. Then develop and submit your article according to the magazine’s specifications. Most bylined features are eight to twelve double-spaced pages in length. Be sure to include a brief biography (only a few words) and your contact information.

Create positive publicity about yourself and your ...

About the Author

Ford Harding heads a firm that trains professionals to secure new engagements. His articles have been published in The Harvard Business Review, The Wall Street Journal and other magazines and newspapers.

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