Summary of The Professional’s Guide to Business Development

How to Win Business in the Professional Services

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The Professional’s Guide to Business Development book summary
All professionals must learn to sell themselves first no matter what their expertise is.

Rating

7 Overall

8 Applicability

6 Innovation

7 Style

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.

In this summary, you will learn

  • Why you need more than professional expertise to build a successful practice
  • Why clients must “like and trust” you
  • Why and how to identify and target ideal clients
  • How to present yourself to possible clients, including the right people within targeted firms
 

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...
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About the Author

Business coach and consultant Stephen Newton founded DLO Associates.


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