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The go-to expert : how to grow your reputation, differentiate yourself from the competition and win new business /
"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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Harlow, U.K. :
Pearson,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Cover
- Contents
- About the authors
- Author's 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 becoming 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
- What research you need to do to get underneath the skin of 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 levels
- Chapter 6: Networking your way to success
- Why build your network and community?
- How to build your 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 speach 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 a regular column
- Monitoring your media coverage
- How to use PR to win business
- Should you do it yourself or emply 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
- The importance of keeping in touch with prospects and past clients
- Proactively warming up prospects in your network
- 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 effecctive 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 Go-To Expert business plan
- Your next steps
- Index.