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“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管理你的反式提供实际的建议ition into a well-known and trusted name within your industry.
Discover:
“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 ofThe Management Book
About the authors
Authors’ acknowledgements
Publisher’s acknowledgements
Foreword
Introduction
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?
何w 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
何w to package up your services
何w 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
何w 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
第3部分:如何建立你的可见性和概要文件to generate high-quality, warm leads
Chapter 6: Networking your way to success
Why build your network and community?
何w to build your own personal networking strategy
何w 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
何w 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’
何w to design a speech that helps you achieve your objectives
何w to deliver a speech with impact
何w to conquer your nerves
What should be included in your speaker kit?
如何成功地安全的演讲吗
Chapter 9: Using PR to open doors
The different types of PR available to you
What the media is looking for
何w to organise your PR campaign
何w to successfully pitch your article to the media
What a press release is and why you need it
何w to get yourself regularly called by journalists
何w to get yourself on TV or radio or have your own column
Monitoring your media coverage
何w to use PR to win business
Should you do it yourself or employ a PR professional?
Chapter 10: Successful seminar selling
何w 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
何w to spot a potential lead
What is my sales pipeline?
何w to follow up with a lead without being pushy
何w to get a face-to-face meetin