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Table of Contents
1 Cover
2 More Praise for How to Win Client Business When You Don’t Know Where to Start
7 If I'm So Smart, Why Do I Feel So Stupid about Selling? CHAPTER 1: Things Rainmakers Do That Most of Us Don't: The Five Rainmaker Skills What Is a Rainmaker? Why Do I Feel So Stupid About Selling? The Five Rainmaker Skills, the Focus of This Book Moving Forward with the Five Rainmaker Skills References CHAPTER 2: How Clients Buy The Seven Elements of the Client's Buying Decision Journey Understanding Client Risk It's Not a Long Sales Cycle, It's a Long Buy Cycle References CHAPTER 3: Where Clients Come From The Seven Most Common Client Pathways Where Clients Come From: The Seven Client Pathways Connecting the Dots References CHAPTER 4: Rainmaking for Introverts and People Who Don't Want to Sell The Rainmaker Mindset Lessons from Dominic Barton, Global Managing Director at McKinsey & Company References
8 The Five Skills We Must Learn If We Want to Become a Rainmaker Skill 1: Create Your Personal Brand Identity CHAPTER 5: Decide What You Want to Be Known for and Who You Wish to Serve The Birth of Personal Branding Stupid Choices! Society's Hall Pass References CHAPTER 6: The Power of Focus If You're Not in the Client's Top Three, You're Not Going to Be Hired Filling an Empty Slot in the Client's Mind References CHAPTER 7: Choosing Your Specialty Terry Pappy's Success Story: Carve a Niche, Then Carve a Niche within a Niche Bill Stoddart's Success Story: Knowing What You Believe In Three Ways of Defining Your Personal Brand Identity: Functional Expertise, Target Audience, and Geographic Focus Finding Your Unique Combination of These Three References CHAPTER 8: You Can't Sell Beyond Your Credibility Zone The Story's Beginning The Story's Middle The Story's Ending The Lessons of the Story A Seat at the Table References Skill 2: Demonstrate Your Professional Expertise CHAPTER 9: How Clients Tell Who the Real Experts Are Clients Seek to Avoid Regret How We Can Help Clients Avoid Anticipated Regret Unlearning the Mental Hang‐up We Have with Talking about Ourselves Choosing Your Credibility Markers References CHAPTER 10: How to Toot Your Own Horn without Looking Like a Jerk Technique 1: Writing Technique 2: Public Speaking Technique 3: University Teaching Technique 4: Radio Programs and Podcasts Technique 5: Serving on a Board of Directors Technique 6: High‐Profile Work and Case Studies Technique 7: Industry Awards Technique
