How Clients Buy: A Practical Guide to Business Development for Consulting and Professional Services
by Tom McMakin
View on GoodreadsMcMakin and Fletcher's research-based framework for what actually drives consulting and professional-services buyers — built from interviews with hundreds of buyers about how they made their last purchase decision.
Core ideas
- The seven elements of trust-based BD: awareness, understanding, interest, respect, ability to do the work, trust, ability to work with you — each is a separate gate, and skipping one kills the deal.
- Buyers don't buy services, they buy relief from a specific risk — the seller's job is to be the lowest-risk option for the buyer's particular problem.
- Most marketing in pro services aims at awareness/understanding when the deal-killing gaps are usually respect and ability-to-work-with.
Published2018
Pages272
ISBN9781119434726
ReadJan 2023
