What is included with this book?
“Differentiating yourself from your peers is the challenge that every professional faces. This book gives you the clarity, process and confidence to make yourself stand out in a crowded market place.”
Toni Hunter, Partner, George Hay Chartered Accountants
“This easy-to-read book shows you how to build a firm foundation to win business regularly from your network. Highly recommended for any corporate professional or small business owner.”
Charlie Lawson, National Director, BNI UK & Ireland
The Go-To Expert provides no-nonsense advice on managing your transition into a well-known and trusted name within your industry.
“If you want to move your career on, shifting from being just another professional advisor to being truly recognised as a go-to expert, this book will show you the way.”
Richard Newton, award-winning author of The Management Book
Heather Townsend helps professionals become the Go-To-Expert. She is the author of The FT Guide To Business Networking and a high profile member of the professional services industry. Heather has worked with over 300 partners, coached, trained and mentored over 2000 professionals at every level of the UK’s most ambitious professional practices. She is a regular speaker and writer for the trade press.
Jon Baker has 25 years experience of managing, training & coaching in business. He is an in demand speaker, social media and sales trainer (Jon is a member of the professional speaker’s association). In the last 7 years he has coached hundreds of Business owners, helping to grow their firms by more than 63%. He has also had blue chip clients; including BP, Total, and Feel Good Drinks.
About the authors
Part 1: Determining what your thing is
Chapter 1: Why do you want to become the Go-To-Expert?
What are your reasons for wanting to become the Go-To-Expert?
The importance of setting goals
Getting started on your journey to become the Go-To-Expert
Chapter 2: What is going to be your thing?
What do we mean by a niche?
The importance of being committed to your niche
Why professionals resist adopting a niche?
How to find your niche
Deciding on your niche
Part 2: Packaging your brand
Chapter 3: How to make your services irresistible to clients
What you need to know about your niche to build a successful marketing plan
Deciding what services to offer
Your sound bite
How to package up your services
How to differentiate yourself from your colleagues and competitors in the eyes of your niche market
Removing the risk for your clients
Chapter 4: How to craft the right impression
Your personal marketing toolkit
How to dress the part
Social media etiquette
Chapter 5: How to use your content to reinforce your expertise
What is meant by valuable content?
The three ways to create your content
What is a content plan?
Questions to ask before writing a content plan
Planning your business development content
Tips to save time producing and sharing content
The how, what, when and why of blogging
Part 3: How to build your visibility and profile to generate high-quality, warm leads
Chapter 6: Networking your way to success
Why build your network and community?
How to build your own personal networking strategy
How to generate referrals via your network
Your networking routine
Chapter 7: Publishing your way to success
The benefits of writing a business book
The challenges of writing a business book
The five steps to writing and successfully marketing your book
How to decide whether to go published or self-published
Chapter 8: Speaking your way to success
Why you need to add speaking to your marketing mix
The difference between ‘public speaking’ and ‘presenting’
How to design a speech that helps you achieve your objectives
How to deliver a speech with impact
How to conquer your nerves
What should be included in your speaker kit?
How to successfully secure speaking engagements
Chapter 9: Using PR to open doors
The different types of PR available to you
What the media is looking for
How to organise your PR campaign
How to successfully pitch your article to the media
What a press release is and why you need it
How to get yourself regularly called by journalists
How to get yourself on TV or radio or have your own column
Monitoring your media coverage
How to use PR to win business
Should you do it yourself or employ a PR professional?
Chapter 10: Successful seminar selling
How events help you generate more leads
The different types of events available to you
The key stages in planning, marketing and running an event
Part 4: Turning leads into clients
Chapter 11: Managing your sales pipeline
Building your tactical marketing plan
How to spot a potential lead
What is my sales pipeline?
How to follow up with a lead without being pushy
How to get a face-to-face meeting with your prospect
Proactively warming up prospects in your network
The importance of keeping in touch with prospects and past clients
Chapter 12: Honing your selling skills
How to qualify a Lead
How to structure and run a sales meeting
The difference between features and benefits
What to do if you are faced with difficult questions from your lead
Tips to help you write a winning proposal
How to win a competitive pitch
Part 5: The business of your brand
Chapter 13: Curing the growing pains
The five phases of client portfolio growth
Chapter 14: How to build your team
How to build and develop a team
What motivates people
How to give effective feedback
What is SBO?
How to receive feedback
Setting goals and objectives
Why you need a support community
Who you need in your support community
Chapter 15: How to keep your knowledge fresh
How people learn and develop new skills and behaviours
Stages of your development
The importance of playing to your strengths
How to identify gaps in your skill base
How to keep your knowledge up to date
Chapter 16: Building your plan and making it happen
How to build your one-page business plan
Your next steps