Podcast
Can a Billboard Improve Your Sales?

Can a Billboard Improve Your Sales?

Advertising professional services can help, but it’s a relatively poor investment. With the help of Walt Shill, Global Managing Partner for Client Services at ERM, Tom McMakin explains how it’s better to develop strategies and processes that can deliver real impact for your clients.

Article
Interviewing as a Gift

Interviewing as a Gift

You might think people like being interviewed because they like to hear themselves talk — that it’s vanity, a shiny mirror we put in front of people that lets them admire themselves. I disagree. I think thoughtful questions are an invitation to create new understanding.

Podcast
Outrageous Success

Outrageous Success

Ann Kieffaber recently retired from the healthcare practice at Accenture as a Managing Director. Before that, she worked for IBM. In both roles, she was charged with helping the largest healthcare organizations transform how they collect, understand and use data. Whenever she started an engagement, she asked herself one powerful question: How do I create outrageous success for my clients?

Podcast
The Lost Art of the Cold Call

The Lost Art of the Cold Call

In an age when computers are ubiquitous, it is easy to want to automate the selling of expert services. Software can have its place, but nothing replaces human contact. If you see someone you feel you can help, sometimes it just makes sense to just pick up the phone.

Podcast
Three Legs of a Stool

Three Legs of a Stool

When selling services to large organizations, there is never a single decision-maker. Individuals buy, but they exist within a buying ecosystem. Ann Kieffaber explains how understanding the sea in which your prospects swim is critical to engaging with them and helping them achieve their goals.

Article
How Selling Expert Services is Different

How Selling Expert Services is Different

Tom McMakin believes that selling expert services is different than selling a product. I’m convinced he’s right. Marketers of products are generally able to rely on what Doug Hall calls “kitchen logic” to tie features to benefits. Marketers of expert services, on the other hand, must bolster their value propositions by offering opportunities for personal experience and through testimonials. Failing to recognize the differences could be catastrophic in an environment where general brand pedigree may be diminishing in relative importance.