,Contents
1. Cover
2. Foreword
3. Why We Never Say Sell
1. Section 1: Who We Are and the Problems We Want to Solve
1. CHAPTER 1: From Foothold to Footprint
1. The Question
2. Expert Services Are Different
3. Growing Your Work: How Hard Can It Be?
4. Do You Sell Pies?
5. The Promise of Never Say Sell
6. A Roadmap for the Book
7. A Word about Words
8. To Sell or Not to Sell?
2. Section 2: The Imperative and the Opportunity
1. CHAPTER 2: Learning to Farm
1. Grinders, Minders, and Finders
2. The Opportunity
3. Bloom Where You Are Planted
4. Account Planning
2. CHAPTER 3: The Diamond of Opportunity
1. There Is No One Thomson Reuters – and No One Opportunity
2. Opportunity 1: MORE
3. Opportunity 2: EXPAND
4. Opportunity 3: EXTEND
5. Opportunity 4: REACH
6. Opportunity 5: EVOLVE
7. Opportunity 6: INNOVATE
3. Section 3: The Challenges
1. CHAPTER 4: The Challenge of Knowing Too Much about the Wrong
Thing
1. The Seven Elements
2. Any Step Can Be the First
3. How Do the Seven Elements Apply?
4. The First Challenge
5. Note
2. CHAPTER 5: The Challenge of Complex Organizations
1. We Do That?
2. Who's on First?
3. The Stories We Tell
4. Winging It
5. Messed Up Incentives
6. Refer at Your Own Risk
7. The Second Challenge
, 3. CHAPTER 6: The Challenge of Serving Complex Networks
1. When Networks Kiss
2. Two Universes
3. The Myth of Referral
4. It's Not You, It's Them
5. The Third Challenge
4. CHAPTER 7: The Challenge of Introducing Your Colleagues
1. Introducing Other Experts
2. The Fourth Challenge
5. CHAPTER 8: The Challenge of Scale
1. Economies of Scale on the Panama Canal
2. Scale Advantage in the Expert Services Industry
3. Diseconomies of Scale in the Expert Services Industry
4. There Is No “I” in “Team”
5. Scaling Trust and Credibility
6. The Fifth Challenge
4. How We Can Help
1. Section 4: Farming for Knowledge
1. CHAPTER 9: Know Thyself
1. Size
2. Structure
3. Growth Strategy
4. Your Team
5. Your Personal Brand
6. Your Niche
2. CHAPTER 10: Know Thy Client
1. Leverage Your “Insider” Status
2. Banish the Brochure
3. Listen Effectively
4. Understand the Political Dynamics at Play
5. Be Mindful of Budget Cycles
6. Cozy Up to Their Technology
7. Stay Alert on the Outside
8. Conduct Loss Analysis
9. Open the Aperture
3. CHAPTER 11: The Secrets of Diamond Account Planning
1. Aligning the Stars
2. Expanding Your Capability Reach
2. Section 5: The Seven Disciplines of Successful Farming
1. CHAPTER 12: Discipline 1: Do Good Work
1. What You Can Control
2. Deconstructing “Wow”
3. How to “Wow” Clients
4. The Easy Way to Not Win More Work
5. Key Ingredients for Doing Good Work
2. CHAPTER 13: Discipline 2: Be a Good Friend
, 1. Be a Good Friend to Your Colleagues
2. You Never Leave McKinsey
3. Be a Good Friend to Your Clients
4. Grow Your Circle of Friends
5. Making the Move from Provider to Partner
6. Stick with Your Friends
3. CHAPTER 14: Discipline 3: Leverage Your Team
1. Basking in the Warm Glow of Outgroup Homogeneity Bias
2. The Art of the Introduction
3. Just Dropping By …
4. The Pack
4. CHAPTER 15: Discipline 4: Incent Good Work
1. Expert Services Needs a Different Yardstick
2. Defined Commissionable Activities
3. Double Counting
4. Collaboration Credit
5. Top of the Funnel
6. Toward Better Alignment
7. Born versus Bred
8. Aligning Client and Employee Priorities: Finding the Optimal
Structure
5. CHAPTER 16: Discipline 5: Listen
1. But We Are Different
2. Four Guidelines for Listening
6. CHAPTER 17: Discipline 6: Tell Great Stories
1. We're Made to Tell Stories
7. CHAPTER 18: Discipline 7: Master the Art of the Ask
1. Learning the Art of the Ask
2. The Ask before the Ask
3. Section 6: Seeds of Change
1. CHAPTER 19: The Power of Peers
1. Jumping the Stack
2. Following Up
3. A Secret PIE Ingredient: Third-Party Follow-Up
4. Before All
5. Earning the Bigger Ask
6. Helping Our Clients Discover Diamonds
2. CHAPTER 20: The Power of Routers
1. Digging Out the Dandelion Root
2. Why Sales and Marketing Fails to Serve Expert Services Firms
3. The Chief Listening Officer
4. Listening
5. Routers
6. Rescuing Value from the Tactical Slag Heap
7. The Double Punchline
3. CHAPTER 21: The Power of Technology
1. Cover
2. Foreword
3. Why We Never Say Sell
1. Section 1: Who We Are and the Problems We Want to Solve
1. CHAPTER 1: From Foothold to Footprint
1. The Question
2. Expert Services Are Different
3. Growing Your Work: How Hard Can It Be?
4. Do You Sell Pies?
5. The Promise of Never Say Sell
6. A Roadmap for the Book
7. A Word about Words
8. To Sell or Not to Sell?
2. Section 2: The Imperative and the Opportunity
1. CHAPTER 2: Learning to Farm
1. Grinders, Minders, and Finders
2. The Opportunity
3. Bloom Where You Are Planted
4. Account Planning
2. CHAPTER 3: The Diamond of Opportunity
1. There Is No One Thomson Reuters – and No One Opportunity
2. Opportunity 1: MORE
3. Opportunity 2: EXPAND
4. Opportunity 3: EXTEND
5. Opportunity 4: REACH
6. Opportunity 5: EVOLVE
7. Opportunity 6: INNOVATE
3. Section 3: The Challenges
1. CHAPTER 4: The Challenge of Knowing Too Much about the Wrong
Thing
1. The Seven Elements
2. Any Step Can Be the First
3. How Do the Seven Elements Apply?
4. The First Challenge
5. Note
2. CHAPTER 5: The Challenge of Complex Organizations
1. We Do That?
2. Who's on First?
3. The Stories We Tell
4. Winging It
5. Messed Up Incentives
6. Refer at Your Own Risk
7. The Second Challenge
, 3. CHAPTER 6: The Challenge of Serving Complex Networks
1. When Networks Kiss
2. Two Universes
3. The Myth of Referral
4. It's Not You, It's Them
5. The Third Challenge
4. CHAPTER 7: The Challenge of Introducing Your Colleagues
1. Introducing Other Experts
2. The Fourth Challenge
5. CHAPTER 8: The Challenge of Scale
1. Economies of Scale on the Panama Canal
2. Scale Advantage in the Expert Services Industry
3. Diseconomies of Scale in the Expert Services Industry
4. There Is No “I” in “Team”
5. Scaling Trust and Credibility
6. The Fifth Challenge
4. How We Can Help
1. Section 4: Farming for Knowledge
1. CHAPTER 9: Know Thyself
1. Size
2. Structure
3. Growth Strategy
4. Your Team
5. Your Personal Brand
6. Your Niche
2. CHAPTER 10: Know Thy Client
1. Leverage Your “Insider” Status
2. Banish the Brochure
3. Listen Effectively
4. Understand the Political Dynamics at Play
5. Be Mindful of Budget Cycles
6. Cozy Up to Their Technology
7. Stay Alert on the Outside
8. Conduct Loss Analysis
9. Open the Aperture
3. CHAPTER 11: The Secrets of Diamond Account Planning
1. Aligning the Stars
2. Expanding Your Capability Reach
2. Section 5: The Seven Disciplines of Successful Farming
1. CHAPTER 12: Discipline 1: Do Good Work
1. What You Can Control
2. Deconstructing “Wow”
3. How to “Wow” Clients
4. The Easy Way to Not Win More Work
5. Key Ingredients for Doing Good Work
2. CHAPTER 13: Discipline 2: Be a Good Friend
, 1. Be a Good Friend to Your Colleagues
2. You Never Leave McKinsey
3. Be a Good Friend to Your Clients
4. Grow Your Circle of Friends
5. Making the Move from Provider to Partner
6. Stick with Your Friends
3. CHAPTER 14: Discipline 3: Leverage Your Team
1. Basking in the Warm Glow of Outgroup Homogeneity Bias
2. The Art of the Introduction
3. Just Dropping By …
4. The Pack
4. CHAPTER 15: Discipline 4: Incent Good Work
1. Expert Services Needs a Different Yardstick
2. Defined Commissionable Activities
3. Double Counting
4. Collaboration Credit
5. Top of the Funnel
6. Toward Better Alignment
7. Born versus Bred
8. Aligning Client and Employee Priorities: Finding the Optimal
Structure
5. CHAPTER 16: Discipline 5: Listen
1. But We Are Different
2. Four Guidelines for Listening
6. CHAPTER 17: Discipline 6: Tell Great Stories
1. We're Made to Tell Stories
7. CHAPTER 18: Discipline 7: Master the Art of the Ask
1. Learning the Art of the Ask
2. The Ask before the Ask
3. Section 6: Seeds of Change
1. CHAPTER 19: The Power of Peers
1. Jumping the Stack
2. Following Up
3. A Secret PIE Ingredient: Third-Party Follow-Up
4. Before All
5. Earning the Bigger Ask
6. Helping Our Clients Discover Diamonds
2. CHAPTER 20: The Power of Routers
1. Digging Out the Dandelion Root
2. Why Sales and Marketing Fails to Serve Expert Services Firms
3. The Chief Listening Officer
4. Listening
5. Routers
6. Rescuing Value from the Tactical Slag Heap
7. The Double Punchline
3. CHAPTER 21: The Power of Technology
