Sell Naked
If you’re a professional who plies a craft or skill, be it legal, accounting, advising, design, programming, or any from a long list of business services, and you’re thinking about starting or trying to grow a services firm, this book is for you!
Services Firms are easy to start and challenging to grow.
Services firms face the uncertainties of fragile client relationships, along with immense competition from every direction and of every type. There are cash flow challenges among a lack of recurring revenue and profit that product companies enjoy. Getting and keeping the right team. And so on...
What You Will Learn:
Why you need a marketing firm inside of the firm.
Selling services is far more challenging than selling a product and why.
Understanding cash flow is paramount.
Clients aren't always right and in fact they are often wrong.
How shiny object syndrome can derail a firm.
The team is the product.
Estimating informally is better than elaborate proposals.
Why your banking relationship is crucial to your firm's stablity and growth.
“The work is the reward.”
Fundamentals that make services firms work differ from other types of companies.
Marketing and selling are different than they are for a product company. Operations are different. The financial aspects are different in every way and at every turn.
Between the covers of this book, you will find scores of insights, tips, and strategies gleaned from the author’s personal experience in growing and leading a services firm.
Many people start a services to ply their craft with their own firm only to realize they have to evolve themselves and their firm to grow and to be sustainable. In fact, services firms that aren't growing are regressing even if the signs aren't yet present.
Being a great marketing and sales services firm is a choice, period.
Much of the focus of this book is on growing a services firm. Many firms get marketing and sales wrong across the board. Some firms get pieces of it right, but it is rare to see a firm that is executing well across the entire marketing and sales continuum.
In addition to explaining why he recommends that you should “sell naked,” author Ryan Frederick covers a range of marketing and sales strategies and activities to help services firms of all types become business-development juggernauts. Most of these marketing and sales strategies are not epiphanies. Some are counter-intuitive and challenge preconceived ideas of how things should be done around business development for a services firm, but none of them are out of reach for any services firm.
Services firms that choose to become intentional and disciplined about becoming great marketing and sales firms will get there over time. The best advice is to START now.
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