PREFACE

It is no longer good enough to be good at what you do. You must demonstrate a baseline of excellence just to survive. The thing that will really make you stand out in your market is how effectively you can communicate about what it is that you do and how happy your clients are to have had you do it. You have to demonstrate results. You have to be able to sing your own praises and toot your own horn and stand up and shout to the world, in a variety of different formats, why anyone should buy your services.

Specifically, why they should buy your services from YOU. It is not how good you are at what you do that matters…it is how effectively you are marketing and selling what you do. The good news is that you already know how to do this. You know who your audience is and what your message is. Now you just need to figure out how you can communicate your message in multiple different ways to reach all the varied styles out there in your intended customer base.

Not unlike the frustrated artist who lines the walls of his home with his own paintings and wonders why he hasn't been discovered, those of us who are just good service providers and not good networkers, marketers and salespeople will be sitting home alone. I can't tell you how many attorneys have told me that they create great work product or are fabulous litigators and they assume clients should just know that and somehow find them. It would be nice if it worked that way, but it doesn't.

That's why I wrote this book. Tons of coaches, trainers, and consultants are great at their craft, but don't know how to sell their services to corporations and organizations. Whether you are selling to companies or to individuals, if you are a self-employed professional, you will find in this book the essential mental perspectives that will open the floodgates to new business and repeat business for you. You will also find the all-access pass to expanding new business with your current clients. There are many books saturating the market about sales and selling. You can also find a fair number of books on networking. There are quite a few materials about marketing. However, it is the intersection between networking, marketing and sales that is the sweet spot where you can seal the deal. There's no class that you took in school that taught you how to integrate the critical trinity of networking, marketing and sales. This book shows you how.

This book will save you time. Attorney clients have told me that they are actually taught to expect it to take them 7 years to get business from their rainmaking activities. SEVEN YEARS?! With integrated activity in the three domains mapped out in this book (networking, marketing and sales), you can reduce that cycle time by 85% or more. Some people believe that if you are good at networking, sales will happen. Others believe that if you are good at marketing, sales will happen. Many will tell you that if you are good at sales, there's a pretty good chance sales will happen. Seal the Deal will show you that if you are good at all three (networking, marketing and sales) then sales are guaranteed to happen and you will build a six-figure business in a relatively short time.
 

 

 

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