Opis: The Go-To Expert - Jon Baker, Heather Townsend

"Differentiating yourself from your peers is the challenge that every professional faces. This book gives you the clarity, process and confidence to make yourself stand out in a crowded market place." Toni Hunter, Partner, George Hay Chartered Accountants "This easy-to-read book shows you how to build a firm foundation to win business regularly from your network. Highly recommended for any corporate professional or small business owner." Charlie Lawson, National Director, BNI UK & Ireland The Go-To Expert provides no-nonsense advice on managing your transition into a well-known and trusted name within your industry. Discover: * Simple steps to build your profile * How to market and sell yourself with ease and confidence * Techniques to make your clients come to you "If you want to move your career on, shifting from being just another professional advisor to being truly recognised as a go-to expert, this book will show you the way." Richard Newton, award-winning author of The Management BookAbout the authors Authors' acknowledgements Publisher's acknowledgements Foreword Introduction Part 1: Determining what your thing is Chapter 1: Why do you want to become the Go-To-Expert? What are your reasons for wanting to become the Go-To-Expert? The importance of setting goals Getting started on your journey to become the Go-To-Expert Chapter 2: What is going to be your thing? What do we mean by a niche? The importance of being committed to your niche Why professionals resist adopting a niche? How to find your niche Deciding on your niche Part 2: Packaging your brand Chapter 3: How to make your services irresistible to clients What you need to know about your niche to build a successful marketing plan Deciding what services to offer Your sound bite How to package up your services How to differentiate yourself from your colleagues and competitors in the eyes of your niche market Removing the risk for your clients Chapter 4: How to craft the right impression Your personal marketing toolkit How to dress the part Social media etiquette Chapter 5: How to use your content to reinforce your expertise What is meant by valuable content? The three ways to create your content What is a content plan? Questions to ask before writing a content plan Planning your business development content Tips to save time producing and sharing content The how, what, when and why of blogging Part 3: How to build your visibility and profile to generate high-quality, warm leads Chapter 6: Networking your way to success Why build your network and community? How to build your own personal networking strategy How to generate referrals via your network Your networking routine Chapter 7: Publishing your way to success The benefits of writing a business book The challenges of writing a business book The five steps to writing and successfully marketing your book How to decide whether to go published or self-published Chapter 8: Speaking your way to success Why you need to add speaking to your marketing mix The difference between 'public speaking' and 'presenting' How to design a speech that helps you achieve your objectives How to deliver a speech with impact How to conquer your nerves What should be included in your speaker kit? How to successfully secure speaking engagements Chapter 9: Using PR to open doors The different types of PR available to you What the media is looking for How to organise your PR campaign How to successfully pitch your article to the media What a press release is and why you need it How to get yourself regularly called by journalists How to get yourself on TV or radio or have your own column Monitoring your media coverage How to use PR to win business Should you do it yourself or employ a PR professional? Chapter 10: Successful seminar selling How events help you generate more leads The different types of events available to you The key stages in planning, marketing and running an event Part 4: Turning leads into clients Chapter 11: Managing your sales pipeline Building your tactical marketing plan How to spot a potential lead What is my sales pipeline? How to follow up with a lead without being pushy How to get a face-to-face meeting with your prospect Proactively warming up prospects in your network The importance of keeping in touch with prospects and past clients Chapter 12: Honing your selling skills How to qualify a Lead How to structure and run a sales meeting The difference between features and benefits What to do if you are faced with difficult questions from your lead Tips to help you write a winning proposal How to win a competitive pitch Part 5: The business of your brand Chapter 13: Curing the growing pains Managing growth The five phases of client portfolio growth Chapter 14: How to build your team How to build and develop a team What motivates people How to give effective feedback What is SBO? How to receive feedback Setting goals and objectives Why you need a support community Who you need in your support community Chapter 15: How to keep your knowledge fresh How people learn and develop new skills and behaviours Stages of your development The importance of playing to your strengths How to identify gaps in your skill base How to keep your knowledge up to date Chapter 16: Building your plan and making it happen How to build your one-page business plan Your next steps Index

Szczegóły: The Go-To Expert - Jon Baker, Heather Townsend

Tytuł: The Go-To Expert
Autor: Jon Baker, Heather Townsend
Producent: Pearson
ISBN: 9781292014913
Rok produkcji: 2014
Ilość stron: 304
Oprawa: Miękka
Waga: 0.58 kg

Recenzje: The Go-To Expert - Jon Baker, Heather Townsend