Allan S. Boress - The I Hate Selling Book : Business-Building Advice for Consultants, Attorneys, Accountants, Engineers, Architects, and Other Professionals
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The I Hate Selling Book : Business-Building Advice for Consultants, Attorneys, Accountants, Engineers, Architects, and Other Professionals
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Designed for the many consultants and service professionals who cant stand selling, this guide supplies a step-by-step proven approach for maintaining and growing a business--even after raising fees. Boress, a nationally-known speaker and business development expert, shows how to listen to potential clients, ask questions, evaluate answers, avoid fatal mistakes, and maintain contact and control in the sales situation.
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Business-building Advice for Consultants, Attorneys, Accountants, Engineers, Architects, and other Professionals
Allan S. Boress
Page iv
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.
Library of Congress Cataloging-in-Publication Data
Boress, Allan S. The "I hate selling" book: business-building advice for consultants, attorneys, accountants, engineers, architects, and other professionals / Allan S. Boress. p. cm. Includes bibliographical references and index. ISBN 0-8144-0245-3 1. Selling. 2. ConsultantsMarketing. 3. Professions -Marketing. I. Title. HF5438.25.B665 1994 658.85 -dc20 94-33738 CIP
1995 Allan S. Boress. 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. a division of American Management Association, 1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5
Page v
To Dad My hero.
Page vii
CONTENTS
Preface: How This Book Will Help You Become New-Business Driven
ix
Acknowledgments
xix
Part One: Professionals and Selling
1
1 Why Service Providers Don't Sell More Business
3
2 The Eight Universal Traits of the Top Business Producers in the Professions
10
3 Selling Ain't MarketingBut You Need Both to Survive in the 1990s and Beyond
18
4 The Three Biggest Mistakes Professional Service Providers Makeand the Easy Way to Avoid These Costly Blunders
23
Part Two: The Sales Examination
31
5 Conducting a Sales Examination: The Six Diagnostic Tests to Determine Whether a Client Is Sold 90 Percent of the Time
8 Conducting a Financial Diagnostic and Nurturing the Desire to Pay
78
9 Anatomy of the Decision-Making Lifeline
89
Page viii
10 Looking Good and Locking It Up in the One-Call Sale
107
11 Take Two Aspirins, but I'll Call You in the Morning
137
12 The "I Hate Selling" Professional's Black Bag of Presentational Tools
160
13 Rx for Sure-Fire Closes-Just What the Professional Orders
185
Part Three: Enhancing Your Selling
195
14 Triumphant Telephone Selling: Reach Out and Touch New Business Arteries
197
15 The Master "I Hate Selling" (Hey, This Could be Addictive) System in Action!
210
Index
217
Page ix
PREFACE: HOW THIS BOOK WILL HELP YOU BECOME NEW-BUSINESS DRIVEN
This is not a rehash of some sales book you've already read; rather, it was designed from scratch with you in mind. This book offers you a systematic approach to selling, one that has proved to be a real winner for people who sell services (rather than tangible items).
I wrote this book to help you and other professional service providers avoid the pain and suffering I experienced in the process of building my business. The skills and strategies presented will work for any professional service provider, including architects, accountants, doctors, attorneys, engineers, consultants, and those selling professional services for companies. Even those interested in changing jobs will benefit from this book. I created it to show you how to become a master of the art of selling professional services.
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