C. J. Hayden - Get Clients Now!(TM): A 28-Day Marketing Program for Professionals and Consultants

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title	:	Get Clients Now! : A 28-day Marketing Program for Professionals and Consultants
author	:	Hayden, C. J.
publisher	:	AMACOM Books
isbn10 | asin	:	0814479928
print isbn13	:	9780814479926
ebook isbn13	:	9780585039862
language	:	English
subject	Marketing--Study and teaching.
publication date	:	1999
lcc	:	HF5415.H296 1999eb
ddc	:	658.8
subject	:	Marketing--Study and teaching.

Page iii Get Clients NOW! A 28-Day Marketing Program for Professionals and Consultants C.J. Hayden AMACOM American Management Association International New York Atlanta Boston Chicago Kansas City San Francisco Washington, D.C. Brussels Mexico City Tokyo Toronto

Page iv This book is available at a special discount when ordered in bulk quantities. For information, contact Special Sales Department, AMACOM, an imprint of AMA Publications, a division of American Management Association International, 1601 Broadway, New York, NY 10019. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Get Clients Now!TM is a trademark of C.J. Hayden, San Fransisco, Calif. Library of Congress Cataloging-in-Publication Data Hayden, C.J. Get clients now! : a 28-day market program for professionals and consultants/C.J. Hayden. p. cm. Includes index ISBN 0-8144-7992-8 1. MarketingStudy and teaching. I. Title. HF5415.H296 1999 658.8-dc2198-41140 CIP 1999 C.I. Hayden All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, an imprint of AMA Publications, a division of American Management Association International, 1601 Broadway, New York, NY 10019. Printing number 10 9 8 7 6 5 4 3 2 1

Page v To my clients, who taught me all I know.

Page vii CONTENTS Foreword ix Acknowledgments x Introduction 1 Part I The Setup 3 Chapter 1 What Really Works? Effective Marketing Strategies 5 Chapter 2 Where Do You Start? The Marketing and Sales Cycle 23 Chapter 3 Where Are You Headed? Setting Your Sales and Marketing Goal 35 Part II The System 47 Chapter 4 What's Stopping You? Selecting Your Success Ingredients 49 Chapter 5 Here's What to Do: Choosing From the Action Plan Menu 65 Chapter 6 You're Ready... Let's Go! Putting the System Into Action 85 Part III The Strategies 129 Chapter 7 Filling the Pipeline: When You Don't Have Enough Phone Numbers to Call 131 Chapter 8 Following Up: When You Have Plenty of Numbers But You're Not Calling 171 Chapter 9 Getting Presentations: When You're Making (or Taking) Calls But Not Getting Appointments 185 Chapter 10 Closing Sales: When You're Making Appointments But Not Getting Sales 195 Index 205

Page ix FOREWORD I bet I can read your mind. Let's see... You're holding this book. (That much is obvious.) You're thinking about reading it. (Or you wouldn't be holding it.) But you're wondering if it's for you. (Right?)

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