Books In My Pack - Never Say Sell - Everest Marketing Services

Most technical people hate sales. After all, they say, they didn’t go to school to become car salesmen. They abhor slimy, pushy, or crafty people. Just ask around, and you’ll find that most people don’t like to be pushed, cajoled, or persuaded. (As a Gramma, though, I’m always a pushover for Dunkin’ Donuts or yogurt ice cream.)

So, if most people hate sales and pushy people, why do we continually think we need to hone our skills to cold call clients? It’s like we think there’s a magic cold calling formula that makes us feel less slimy.

Here’s an idea:

Create an intentional strategy to grow your client base so it feels less crafty and more professional. As usual, I read a book, and this one has excellent strategies that service professionals will appreciate.

Never Say Sell, by Tom McMakin and Jacob Parks,
share insights and ideas about how the world’s best consulting and professional services firms expand client relationships.

The 6-part Diamond of Opportunity is brilliant:

1. MORE.

Doing more of the same work you are already doing with the same buyer in a client company.

2. EXPAND.

Doing different work (within your existing service lines) with the same buyer.

3. EXTEND.

Doing more of the same work you are already doing with a different buyer in the organization.

4. REACH.

Doing different work (within our existing service lines) with a different buyer in the organization.

5. EVOLVE.

Doing new work (that our firm hasn’t done before) with the same buyer.

6. INNOVATE.

Doing new work (that our firm hasn’t done before) with a different buyer in the organization.

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The authors use seven elements that must be in place before a client elects to engage with a professional services provider, which include awareness, understanding, interest, credibility, trust, ability, and readiness. All these elements relate to a typical sales funnel of awareness at the top, and then more and more “funneled” insight before the sale is made, or selection in the case of professional services.

This book dives into applying the elements for each of the six opportunity types. There are many examples and suggestions that are interesting and practical for AEC firms.

If you’re tired of planning a cold call or if you’re looking for another less-slimy method to grow your business, look at Never Say Sell.

After you’ve read the book, let me know your thoughts. What’s one idea that seems the most interesting and practical for the second half of 2023?

Busy professionals deserve access to resources that improve their minds and helps them learn new skills. I’m an AEC industry veteran who listens and learns so I can share insights and ideas that help others grow and expand their capabilities.