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| Acknowledgements | |
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| Introduction | |
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| Choosing your ground | |
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| New business versus business development | |
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| Where are you? | |
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| Assessing the data | |
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| In a perfect world … | |
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| The 'perfect' client firm | |
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| How does the client see you? | |
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| Locating your perfect clients | |
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| Cultural fit - why it matters | |
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| The sniper rifle approach | |
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| Technology: a side note | |
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| Being visible | |
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| Your brand: development and management | |
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| What is a brand? | |
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| The brand is you… | |
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| Building your brand statement | |
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| Hot buttons to brand promises | |
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| Your role and the value in resolving pain or delivering dreams | |
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| Linking brand promise and value delivery | |
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| Brand and culture: similar but not the same | |
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| Your USP | |
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| Bringing it all together | |
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| Conversation is the new PowerPoint� | |
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| Perceptions are critical and real (even if they may be incorrect) | |
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| Conversation versus presentation | |
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| Conversational tools | |
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| The new PowerPoint� | |
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| The wiring diagram of the client firm: seeing the influence connections | |
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| The primary buyer with the NABAC | |
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| The various buying roles | |
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| Mapping the client firm: a process | |
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| Questions to clarify roles | |
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| What drives the client? | |
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| Maximizing success in your meetings | |
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| Meetings in general | |
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| Avoiding problems with meetings | |
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| Writing great proposals | |
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| Managing your delivery and the client's expectations | |
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| Quality assurance (QA) | |
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| Delivery, client ownership and CRM | |
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| After-action reports and feedback loops | |
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| Milestones | |
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| Pulling the plug | |
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| Winning referrals and repeat business | |
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| Five referral errors - and how to avoid them | |
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| Internal versus external referrals | |
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| Repeat business | |
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| Planning and process | |
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| Strategic account leadership (SAL) | |
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| Building systems into your business | |
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| Business organization | |
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| Checklists | |
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| Time allocation | |
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| Client relationships and contacts | |
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| Corporate knowledge and documents | |
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| Why bother with systems? | |
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| Putting it all together: a one-month implementation plan | |
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| Action plan overview | |
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| Action plan to-do list and timings | |
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| Mapping things out | |
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| The right people | |
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| And finally… | |
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| Further reading | |
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| Resources | |
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| Index | |