University of Minnesota - UMN Executive Leadership Insights
The Professional’s Guide to Business Development
Book

The Professional’s Guide to Business Development

How to Win Business in the Professional Services

Stephen Newton
Kogan Page, 2012
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Editorial Rating

7

Qualities

  • Applicable

Recommendation

Professionals spend years of study and work developing their specialized expertise, but their potential clients don’t know what differentiates one expert provider from another. Marketing-for-professionals expert Stephen Newton presents an insider’s guide to practice development, detailing how to develop the necessary systems and approaches for building a strong business. Newton capably delivers step-by-step, replicable – if occasionally repetitive – information, including nice charts and worksheets. He carefully explains why you should evaluate potential clients thoroughly; in fact, his elaborate evaluation system might seem too time-consuming and subjective. getAbstract welcomes Newton’s comprehensive, detailed approach. If you are a professional who needs effective, efficient ways to build your practice, his insights belong on your desk.

Summary

More Than Experts

Because professionals are technical experts in their fields, potential clients automatically assume that any professional has the requisite technical expertise. To get ahead, you must become a “strategic entrepreneur.” You want to work for the “right” clients – those who are going somewhere, so you can help them do well while also doing well for yourself and your firm. You must identify these clients, attract them and then develop the strongest possible relationships.

“Like and Trust”

Professionals need to develop mutual regard and confidence with their prospective and committed clients. To gain and keep clients, they must like and trust you – that’s “L+T,” which counts more than any other factor in practice development. You must sell your expertise to clients, but you can’t sell to people who don’t like and trust you.

Strategic entrepreneurship means organizing a systematic approach to building your practice. If you base your tactics on a comprehensive understanding of the emotional factors that drive client decisions, they will come to you. Clients will engage you when they have problems they want you to solve and hiring a professional...

About the Author

Business coach and consultant Stephen Newton founded DLO Associates.

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