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…mehr
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 profileHow to market and sell yourself with ease and confidenceTechniques 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 Book
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Autorenporträt
Heather Townsend helps professionals become the Go-To-Expert. She is the author of The FT Guide To Business Networking and a high profile member of the professional services industry. Heather has worked with over 300 partners, coached, trained and mentored over 2000 professionals at every level of the UK’s most ambitious professional practices. She is a regular speaker and writer for the trade press.Jon Baker has 25 years experience of managing, training & coaching in business. He is an in demand speaker, social media and sales trainer (Jon is a member of the professional speaker’s association). In the last 7 years he has coached hundreds of Business owners, helping to grow their firms by more than 63%. He has also had blue chip clients; including BP, Total, and Feel Good Drinks.
Inhaltsangabe
About 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 meetin
About 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 meetin
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