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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.

Take-Aways

  • Most professionals prefer to leave marketing their services to someone else.
  • That’s not possible when you’re first building a practice, and it’s not practical when you’re enhancing an established practice.
  • To bring in new clients, keep a steady stream of prospects on tap.

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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    R. T. 4 years ago
    Pretty good basic book on the “how” of selling either yourself or your business. What’s nice about this one is that if you read the summary, you don’t need to read the book.