Mike McLaughlin's new book "Winning the Professional Services Sale" couldn’t come at a better time. As professional service firms slog through a global economic meltdown, the definition of "value" is increasingly in question. In the olden days, clients bought on "trust" and "the relationship." Clients assumed they'd get value, and sellers "held back" some manifestations of value until after the sale. Now, sellers must demonstrate value at every step of the sales process, which itself is longer and more complex than ever.
McLaughlin clearly outlines how the selling landscape has changed, and his prose sets the stage for the remainder of the book: practical, at times irreverent (thank goodness), and reassuring. I loved his "Seven Realities of Selling Services," which he offers right up front in the book. I like the periodic boxes outlining what he calls a Sanity Check. He also does a great job in his chapter "Shift Happens: Predicting Surprises."
And, even for those of us who believe we are experienced at selling professional services, there's something new. Specifically, his outline of what every sales proposal should include. (I plan to start using this guide right away.) And, it was wonderful to be reminded of one of the axioms I learned long ago: "ask for the business."
But if I had to name one of the biggest points I took away from this book, it would be the one about being curious and fostering the continuous desire to learn. With that as a foundation, “Winning the Professional Services Sale” provides a fantastic springboard.
Great book, Mike!
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