How Clients Buy
A Practical Guide to Business Development for Consulting and Professional Services
Summary:
The book provides insights into the client's perspective on purchasing professional services, outlining the buying process and the factors that influence decision-making. It offers practical strategies and tools for service providers to effectively engage with potential clients, build trust, and secure business in a competitive market.
Key points:
1. Seven Elements Model: McMakin and Fletcher's model outlines seven stages clients go through when buying services: Awareness, Understanding, Interest, Respect, Trust, Ability to Help, and Readiness to Buy. Providers should guide clients through these stages to secure a sale.
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