Tom McMakin - Never Say Sell

Expert Services Are Different Growing Your Work: How Hard Can It Be? Do You Sell Pies? The Promise of Never Say Sell A Roadmap for the Book A Word about Words To Sell or Not to Sell? Section 2: The Imperative and the Opportunity CHAPTER 2: Learning to Farm Grinders, Minders, and Finders The Opportunity Bloom Where You Are Planted Account Planning CHAPTER 3: The Diamond of Opportunity There Is No One Thomson Reuters – and No One Opportunity Opportunity 1: MORE Opportunity 2: EXPAND Opportunity 3: EXTEND Opportunity 4: REACH Opportunity 5: EVOLVE Opportunity 6: INNOVATE Section 3: The Challenges CHAPTER 4: The Challenge of Knowing Too Much about the Wrong Thing The Seven Elements Any Step Can Be the First How Do the Seven Elements Apply? The First Challenge Note CHAPTER 5: The Challenge of Complex Organizations We Do That? Who's on First? The Stories We Tell Winging It Messed Up Incentives Refer at Your Own Risk The Second Challenge CHAPTER 6: The Challenge of Serving Complex Networks When Networks Kiss Two Universes The Myth of Referral It's Not You, It's Them The Third Challenge CHAPTER 7: The Challenge of Introducing Your Colleagues Introducing Other Experts The Fourth Challenge CHAPTER 8: The Challenge of Scale Economies of Scale on the Panama Canal Scale Advantage in the Expert Services Industry Diseconomies of Scale in the Expert Services Industry There Is No “I” in “Team” Scaling Trust and Credibility The Fifth Challenge

4 How We Can Help Section 4: Farming for Knowledge CHAPTER 9: Know Thyself Size Structure Growth Strategy Your Team Your Personal Brand Your Niche CHAPTER 10: Know Thy Client Leverage Your “Insider” Status Banish the Brochure Listen Effectively Understand the Political Dynamics at Play Be Mindful of Budget Cycles Cozy Up to Their Technology Stay Alert on the Outside Conduct Loss Analysis Open the Aperture CHAPTER 11: The Secrets of Diamond Account Planning Aligning the Stars Expanding Your Capability Reach Section 5: The Seven Disciplines of Successful Farming CHAPTER 12: Discipline 1: Do Good Work What You Can Control Deconstructing “Wow” How to “Wow” Clients The Easy Way to Not Win More Work Key Ingredients for Doing Good Work CHAPTER 13: Discipline 2: Be a Good Friend Be a Good Friend to Your Colleagues You Never Leave McKinsey Be a Good Friend to Your Clients Grow Your Circle of Friends Making the Move from Provider to Partner Stick with Your Friends CHAPTER 14: Discipline 3: Leverage Your Team Basking in the Warm Glow of Outgroup Homogeneity Bias The Art of the Introduction Just Dropping By … The Pack CHAPTER 15: Discipline 4: Incent Good Work Expert Services Needs a Different Yardstick Defined Commissionable Activities Double Counting Collaboration Credit Top of the Funnel Toward Better Alignment Born versus Bred Aligning Client and Employee Priorities: Finding the Optimal Structure CHAPTER 16: Discipline 5: Listen But We Are Different Four Guidelines for Listening CHAPTER 17: Discipline 6: Tell Great Stories We're Made to Tell Stories CHAPTER 18: Discipline 7: Master the Art of the Ask Learning the Art of the Ask The Ask before the Ask Section 6: Seeds of Change CHAPTER 19: The Power of Peers Jumping the Stack Following Up A Secret PIE Ingredient: Third-Party Follow-Up Before All Earning the Bigger Ask Helping Our Clients Discover Diamonds CHAPTER 20: The Power of Routers Digging Out the Dandelion Root Why Sales and Marketing Fails to Serve Expert Services Firms The Chief Listening Officer Listening Routers Rescuing Value from the Tactical Slag Heap The Double Punchline CHAPTER 21: The Power of Technology The Rub Strategize How to Capture Data The Future BDaaS Compensation Clarity CHAPTER 22: The Power of Experience and Insight Going Deep Solving Problems A Smaller World

5 Further Reading

6 Acknowledgments

7 About the Authors

8 Index

9 End User License Agreement

1 Cover

2 Table of Contents

3 Begin Reading

1 iii

2 iv

3 v

4 ix

5 1

6 3

7 5

8 6

9 7

10 8

11 9

12 10

13 11

14 12

15 13

16 15

17 17

18 18

19 19

20 20

21 21

22 22

23 23

24 24

25 25

26 26

27 27

28 28

29 29

30 30

31 31

32 32

33 33

34 34

35 35

36 36

37 37

38 38

39 39

40 41

41 43

42 44

43 45

44 46

45 47

46 48

47 49

48 50

49 51

50 52

51 53

52 54

53 55

54 56

55 57

56 58

57 59

58 60

59 61

60 62

61 63

62 64

63 65

64 66

65 67

66 68

67 69

68 70

69 71

70 72

71 73

72 74

73 75

74 76

75 77

76 78

77 79

78 80

79 81

80 82

81 83

82 84

83 85

84 87

85 88

86 89

87 90

88 91

89 92

90 93

91 94

92 95

93 96

94 97

95 98

96 99

97 100

98 101

99 102

100 103

101 104

102 105

103 106

104 107

105 108

106 109

107 110

108 111

109 112

110 113

111 114

112 115

113 116

114 117

115 119

116 121

117 122

118 123

119 124

120 125

121 126

122 127

123 128

124 129

125 130

126 131

127 132

128 133

129 134

130 135

131 136

132 137

133 138

134 139

135 140

136 141

137 142

138 143

139 144

140 145

141 146

142 147

143 148

144 149

145 150

146 151

147 152

148 153

149 154

150 155

151 156

152 157

153 158

154 159

155 160

156 161

157 162

158 163

159 164

160 165

161 166

162 167

163 168

164 169

165 170

166 171

167 172

168 173

169 174

170 175

171 176

172 177

173 178

174 179

175 180

176 181

177 182

178 183

179 185

180 187

181 188

182 189

183 190

184 191

185 192

186 193

187 194

188 195

189 196

190 197

191 198

192 199

193 200

194 201

195 202

196 203

197 204

198 205

199 206

200 207

201 208

202 209

203 210

204 211

205 212

206 213

207 214

208 215

209 216

210 217

211 218

212 219

213 220

214 221

215 222

216 223

217 224

218 225

219 226

220 227

221 228

222 229

223 230

224 231

225 232

226 233

227 234

228 235

229 236

230 237

231 238

232 239

233 240

234 241

235 242

236 243

TOM McMAKIN

JACOB PARKS

Copyright © 2021 by Tom McMakin and Jacob Parks. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Читать дальше