How Clients Buy: A Practical Guide to Business Development for Consulting and Professional Services

by Tom McMakin

The real-world guide to selling your services and bringing in business How Clients Buy is the much-needed guide to selling your services. If you're one of the millions of people whose skills are the 'product, ' you know that you cannot be successful unless you bring in clients. The problem is, you're trained to do your job--not sell it. No matter how great you may be at your actual role, you likely feel a bit lost, hesitant, or 'behind' when it comes to courting clients, an unfamiliar territory where you're never quite sure of the line between under- and over-selling. This book comes to the rescue with real, practical advice for selling what you do. You'll have to unlearn everything you know about sales, but then you'll learn new skills that will help you make connections, develop rapport, create interest, earn trust, and turn prospects into clients.Business development is critical to your personal success, and your skills in this area will dictate the course of your career. This invaluable guide gives you a set of real-world best practices that can help you become the rainmaker you want to be.Get the word out and make productive connections Drop the fear of self-promotion and advertise your accomplishments Earn potential clients' trust to build a lasting relationship Scrap the sales pitch in favor of honesty, positivity, and value Working in the consulting and professional services fields comes with difficulties not encountered by those who sell tangible products. Services are often under-valued, and become among the first things to go when budgets get tight. It is now harder than ever to sell professional services, so your game must be on-point if you hope to out-compete the field. How Clients Buy shows you how to level up and start winning the client list of your dreams.

Genres: Business, Nonfiction, Audiobook, Leadership, Professional Development, Management, Entrepreneurship

272 pages, Unknown Binding

Published February 14, 2018

Reviews

[Richard Newton · Rating 3 out of 5]

There is plenty to like about and learn from this book if you are interested in selling consultancy or other professional services. It claims to be orientated to everyone from the largest firms to the sole trader, although my view is the advice is more applicable to the firm than the individual. Nevertheless there is material for the individual to learn. Nicely structured and with plenty of good anecdotes.

My main criticism is that I was slightly disappointed in that I don't think it really fulfils the promise of the title. Whilst it claims to be a client perspective I did not think it was completely client orientated. It did not walk through the way clients think about professional services, what causes them to consider and then decide to buy. It does though show you the steps you need to go through to get to sales, and stresses as I agree that it is a relationship business and as such takes a long term investment to get steady sales.

So good and worth reading, but take the title with a pinch of salt.

[Jacek Bartczak · Rating 3 out of 5]

In the last 2 years I learned people who overuse sentences like "our company is unique" or "in our industry, it works differently" very often keep repeating the same things over and over again - and those things aren't mind-blowing. It is not academic research - just private observations.

At the very beginning, the author shows why professional services shouldn't be sold like simple products - his comparisons were tangible, that was a good aspect of the book.

Then, he listed many sales techniques that won't work in selling professional services. After that author's tips came - they were like a worse version of techniques which he criticized earlier. Well, known good practices described many times also in techniques which in his opinion are adequate for selling consulting.

Maybe I didn't understand something but im my opinion the author wasn't consistent. If I'm wrong and he was consistent then for sure he didn't provide any fresh sales tips.

If you already read a couple of good books about sales - just remember that in selling professional services happy clients and referrals are the game changer and pick an another book from your "to read list".

[André Fonseca · Rating 5 out of 5]

I was surprised to see that a small book that I bought at an airport came to be such an excellent reading... All work comes from Relationships, Referrals, Reputations. Practice like you're the solo guy in your storefront while still being a team player. Narrow your niche appropriately. Make cold calls. Always strive to be the the first, the best and the biggest. Make yourself aware so that clients understand what you do. Be mindful that there is a timing for everything. Connect with your client's interests and needs. Establish a relationship of mutual trust. Work with and handle your with heart. Solve your clients' problems. Always make great work. Earn their respect. It is indeed exciting to be part of a team that really effects change.

[Chad Mitchell · Rating 4 out of 5]

Very informative and lots of good value in there. Felt a bit worried that I won’t retain it all. The logic really makes sense and gives actionable tasks. Not scope of book but if you don’t have use cases in your work to support you, may leave you scratching your head a bit…

[Pandeia · Rating 4 out of 5]

When I first read How Clients Buy by Tom McMakin and Doug Fletcher, it felt like a revelation. The book delves deep into the nuances of selling professional services, emphasizing that the traditional sales tactics often don't apply in our field. Instead, it's about building trust, establishing credibility, and understanding the client's journey.

One of the key takeaways for me was the importance of articulating what you do, who you serve, and how you're unique. This clarity not only helps potential clients understand your value proposition but also builds the foundation for a trusting relationship.

Founding Pandeia: Turning Insights into Action

Inspired by the principles outlined in the book, I founded Pandeia, a consulting firm dedicated to helping businesses navigate the complexities of the modern market. Our approach is rooted in understanding the client's needs, building genuine relationships, and delivering tailored solutions that drive tangible results.

Consulting Services Offered by Pandeia

At Pandeia, we offer a range of Consulting Services designed to empower businesses:

SEO Consulting: Enhancing online visibility through comprehensive SEO strategies, including website audits, keyword optimization, and content development.
Business Strategy Consulting: Crafting tailored strategies that align with your business goals, market dynamics, and operational capabilities.
Market Research: Providing in-depth analysis of market trends, customer behaviors, and competitive landscapes to inform strategic decisions.
Financial Strategy: Assisting in financial planning, budgeting, and resource allocation to ensure sustainable growth.
Brand Strategy: Developing a cohesive brand identity that resonates with your target audience and differentiates you in the marketplace.

Our commitment is to deliver actionable insights and strategies that drive success. We believe in a collaborative approach, working closely with clients to understand their unique challenges and opportunities.

Let's Connect

If you're interested in discussing How Clients Buy, exploring consulting opportunities, or learning more about our services, I invite you to contact me. Let's collaborate to unlock your business's full potential.

[Andrew · Rating 4 out of 5]

I don't remember where I heard about "How Clients Buy: A Practical Guide to Business Development for Consulting and Professional Services" by Tom McMakin, but I am so glad I did. For those of us who work in the consulting industry, we know that business development is critical to our success. In light of this fact, McMakin writes an interesting guide to understanding how to get better at this unique skillset.

Selling consulting engagements, or more aptly, partnering with your clients to help them solve their most urgent challenges, is something that every consultant must face, as her career progresses in the industry. At times rewarding, and at times maddening, developing relationships with decision-makers in Fortune 1000 companies and getting them to sign on the dotted line, is the lifeblood of the director and the managing director. But fear not...McMakin breaks down the processes, the mindsets, the excuses, the setbacks, and all that is part of the world of business development. He does this in a very straightforward, easily digestible way, that will have you taking notes and practicing your pitch in no time. This book is an indispensable guide for everyone who sells what McMakin calls credence services.

I would recommend this book to all business consultants, lawyers, and all those who work in the realm of intellectual thought leadership. This is definitely one I will read again.

[Roxanna · Rating 3 out of 5]

Though there is nothing earth-shattering and everything to despair about, the book does nicely summarise what most consultants already know about business development - that selling consulting work is all about your network and building relationships (perception of competence and trust) with whoever in the organisation is senior enough and have the budget to purchase it from you. There are simply no shortcuts though you may get lucky and get some random clients every now and then. Therefore, some of the "tactics" mentioned in the book does seem a bit patronizing - "research", "cold call", "target your advertising" were just too run of the mill for my taste.

What I did like about the book was the chapter called "a chain is as strong as its weakest link" containing a self diagnostic test about where to improve one's "rainmaking" abilities and those four pages alone were the gems worth reading through the entire book for. I only wished that the authors expanded on each of these points in the diagnostic and wrote about tactics on improving these instead.

[Claire Hardwick · Rating 4 out of 5]

4 to 4.5 stars

So far best book or piece written on that nobody really delves into: how to consult as a marketable business. A good crash-course in how to really connect with potential clients. The book explains well how client’s buy professional services and steps that are essential to secure the trust that is the foundation of a client relationship.

The book describes seven elements in a client’s decision journey to purchasing services, going through each step of the process in detail offering insights and tactics to help you, the consultant, maneuver.

This is a well-structured and practical book on selling professional services, definitely will keep it nearby my desk for future refresh readings !

[Erwinsmith]

How Clients Buy digs into something that feels obvious but is often overlooked: people don’t buy services—they buy trust, familiarity, and results. It’s especially true in industries where relationships matter, like healthcare consulting. Take www.rioconsultingcorp.com as an example. They’ve built their reputation by consistently delivering for medical practices—helping with collections, billing, and offering practice management tools that make operations more efficient. Their software doesn’t just manage data; it builds confidence by keeping practices organized and financially healthy. When trust meets utility, that’s when clients really buy in.

[Peter Paquette · Rating 4 out of 5]

Very good practical advice. I think I might have accidentally read this book twice, but the lessons that are taught are good to remember and bears repeating.

I have read books specifically meant for attorneys and how to develop your business, and despite giving more general advice for a wider audience, this book offers more solid advice about how to get clients (or more properly, how they buy).

The seven steps might be a little arbitrary, but they are more or less a great starting point for analyzing your business and helping determine what you are doing right/wrong. Similarly, the advice regarding the correct “timing” excellently illustrates why the stars can all align and still not be able to land a client.

[Maciek Wilczyński · Rating 4 out of 5]

Authors combine 50 years of professional consulting experience to explain how to develop business partnerships in management consulting business. If you're in this industry, you clearly see they're indeed consultants: MECE structured, to-the-point and framework-based. They provide reader with actionable 7 steps to understand sales in management advisory services. I loved the cases from Dominic Barton (ex-McKinsey Managing Partner), KPMG and AT Kearney.
If you have the consulting firm and would like to assess the way you connect with client, check this test: https://howclientsbuy.net/assessment/

[Chris Jeon · Rating 4 out of 5]

This is a basic intro to business development for consulting services.

It outlines how selling consulting services is different than selling products and how a different approach must be taken to be successful. As someone new to this world, I thought the information contained in the book was helpful. However, it only scratched the surfaces of business development, so go ahead and skip it if you're a veteran.

I still recommend the book to someone who is looking to learn about business development and how to get clients in the consulting/services industry. It's an easy read and I read through it in about 2 days.

[PJ Kolnik · Rating 5 out of 5]

I work in the world of engineering and construction professional services - I read How Clients Buy and it’s been a great reminder on important keys to business development in the world of professional services. Some things are obvious but it was really helpful to have someone like Tom and Doug put a name to that idea. Some things were genuinely insightful and made me think about refining my client approach in a more thoughtful and intentional way.

They are great books for a Business Development professional to sharpen and hone their skills and strategic approach to client relationships.

[Samuel Taggart · Rating 5 out of 5]

Definitely changed the way I thought about business development.

I had desperately been trying to learn "sales" and I always had this feeling that what i was learning wasn't the right way to go about things.

This book is the answer. You can't sell consulting the same way you sell widget, yet that is what most sales books and sales trainings focus on. If you are a consultant, don't waste your time with those. Read this book!

[Mithun · Rating 3 out of 5]

I like second half of the book for better insights than the first half. It is a good read, but the lack of real case studies has made the book to be more on theoritical side. And I wish the book has highlighted best examples in the market place and common resources that are handy for professionals in the marketplace.

[Saman · Rating 4 out of 5]

I liked the way this book explained everything about B2B sales, and whatnot.
Unlike other business books, it sticks to one idea, and shows you how that one idea works, and how you can get the best out of it.
It's simply written, greatly comprehensive, and on to the point every time.
Definitely recommend it to freelancers, consultants, coaches, and agencies.

[Jennifer · Rating 5 out of 5]

A good read for anyone in the business of consulting and professional services. Makes a clear distinction between selling a physical product and a service you provide. Discusses realities on whether the client is ready for such services. Professional Services should never be priced the same as commodities.

[Ashley Grossman · Rating 4 out of 5]

Very helpful framework for understanding the mindset of consulting and service clients. My only criticism is that it’s a bit dry, but the content is incredible. My internship uses this as part of their business development tracker and it makes tons of sense. Worth the read because it helps you understand the client’s point of view.

[Ricardo Cavalcanti · Rating 5 out of 5]

A great take on professional services business development. It defends relationship building over metrics. Not advising one to forget the metrics, but reminding the reader that in order to hire a consultant, trust must be built. And it provides structured thought and process with a seven element scheme.

[Justin · Rating 3 out of 5]

Good book but ideas were not anything revolutionary

My rating system is as follows:
1 - Stopped reading before completing as didn't intrigue me enough (therefore rating incomplete)
2 - Completed reading but did not enjoy
3 - Enjoyed but not enough to want to keep on bookshelf
4 - Enjoyed and want to keep on bookshelf
5 - I'm actively telling people how great this book is!

[Chase · Rating 4 out of 5]

Interesting read on how professional services differentiates from product businesses, and what that means from the customer's perspective. I have traditionally worked in "product" organizations, so the paradigm shift to consulting has brought with it challenges. I appreciate the argument from the authors that professional services are bought based more-so on relationships.

[Hristo Milev · Rating 2 out of 5]

Not a bad book overall. But I had to double check the publishing date, as it reads like something written in the 1960s. It was written for a time when people would go to random lunches with strangers, drinks after work would be part of work, and "cold-calling" people was ok.
There was very little on how the "buying" process works operationally. Neither on the "psychology" behind it.

[Harsh Vardhan Passari · Rating 5 out of 5]

A book every SMB Business Owner running a Professional Services firm should read. Also applicable for Marketing/BD Managers of larger firms.

Tom and Doug have structured the approach based on proper research, in additional to drawing from their own experiences.

[Lee · Rating 2 out of 5]

A lot of management talk and selling the book, but very little that was helpful. The first bit felt repetitious, as if they were trying to fill up space to make sure their book was long enough to qualify as a book.

Read 14%.

[Dejan Simic · Rating 4 out of 5]

Very good book!

An interesting book, especially for beginners to learn how clients buy For an expert, there is nothing outstanding to learn, except to refresh the skills that are very well explained and formatted

[Alexis · Rating 4 out of 5]

Excellent book for anyone in the consulting field to learn strategies around business development including steps that you need to consider as a consultant. Some limited thinking about digital vs. Face to face connection but that is to be expected since it was written prior to the pandemic.

[Nathan · Rating 5 out of 5]

Good book. Most interesting thing is that I’m not just me selling, but I’m a rep of a company talking to another rep of a company. Being nice in sales is really helpful but being effective is required.

[Jerry Nelson · Rating 3 out of 5]

The book is pretty good but sorta just a slightly expanded version of the know, like, trust, buy funnel. It emphasizes referrals, relationships and reputation as how clients evaluate a service to buy. Most of this could fit into a small booklet. It’s all good advice but there is some bloat to this.

[Esther · Rating 3 out of 5]

okay

Books provides a few crumbs of wisdom that I took away but the majority of it can be summed up as “gain knowledge of your craft, do good work, and meet the right people” which is fine but not really worth the amount of pages to get to this point.

[Matthew S. · Rating 5 out of 5]

Excellent book for Business Development professionals specifically in Consulting Services. The knowledge economy continues to grow and this is the playbook for thriving. Great read!