"Michael's book is a must read for consultants -- both for those who are just beginning but also more experienced ones who move into more sales oriented roles.Clearly based on his extensive experience Michael managed to develop an easy-to-follow approach which should be helpful for everybody in the consulting world." -Michael Alf, Bestselling Author of "Your Firm, Everywhere, Now"
"Never Chase Clients Again by Michael Moshiri is one of those rare books that delivers on its title! I have read most books on generating new clients for your business and this is a standout! Michael delivers his message in a simple yet profound way, not a book to be missed if you want to grow your business to the next level!" -Wouter Snyman, CEO, Atooh Group
"Never Chase Clients is an incredible book... A thought provoking book for those who truly wants to step up their marketing skills to the next level." -Dr. Henry Naiken, Bestselling Author, Msc.D.
"Michael Moshiri is clearly an expert on developing successful consulting firms that attract high quality clients." -Eric D. Groleau, Bestselling Author, Chief Innovator at Strategic Edge Innovations
From the Author
When I began consulting in 1996, I knew very little about finding prospective clients. In fact, if you were sitting next to me in the local branch of my bank when I applied for a personal loan to finance a direct response marketing campaign for my fledgling consulting firm, you would have also learned a priceless lesson about consulting and finding clients.
Confident in my technical abilities and in the power of direct response marketing -- the hottest lead generation trend at the time -- to help me find highly qualified clients in short order, I handed the bank's loan officer my application. The loan office, a middle-aged, heavyset man who looked every bit the part of a "fat cat banker" looked through my application and asked me, "how will you demonstrate the value you can deliver to your clients in a direct response letter?"
This was a simple question, but it stumped me nonetheless. I remember thinking to myself, "He's right; I can tell people about my technical abilities, but how do I actually demonstrate the value they'll get when they hire me as a consultant? How do I demonstrate that value in a letter?"
Noticing the exceptionally long time I was taking to answer his question, the "fat cat banker" looked at me over his eye glasses and said, "You must be the tenth guy who has sat in that chair this week alone, asking me for a loan to finance a direct response campaign. I know that's all the rage these days, but you don't win clients by telling them how much value you bring to the table in a letter. You win them by demonstrating that value before your first hello."
As I left the bank that day, I not only had no loan, but I was also filled with doubt about my ability to use direct response marketing to find new clients and about my chances to succeed in consulting.
I spend many years since consulting with Ernst & Young (EY) and Deloitte, the largest professional services firms in the world at the time. I learned a number of strategies and techniques that those firms employed to find and win clients. And when I left Deloitte and started my own boutique consulting firm, I improved, advanced, and updated those techniques and strategies as I grew my consulting practice into a national concern. In 2011, when I took charge of building a new consulting practice for PricewaterhouseCoopers (PwC) in Seattle, I consolidated all those techniques and strategies into the system that you will learn in this book.
Many new lead generation and marketing techniques have become popular since the day I met with the "fat cat banker." But his simple and commonsense advice is as valid today as it was back in 1996.
This book offers a unique and contrarian approach to finding highly qualified consulting clients that embodies that advice. While the majority of recent books published on this topic seem to promote new marketing strategies such as social media campaigns, content marketing, and online lead generation, this book teaches you how to find highly qualified consulting clients by demonstrating the value you can bring to those clients -- before your first hello.
Admittedly, social media campaigns, content marketing, and online lead generation do have merit and will produce some results in most cases. However, they cannot produce predictable access to highly qualified clients in a reliable, repeatable, and controllable way. The systems, strategies, and principles in this book, on the other hand, provide you with a proven, predictable, and controllable means to find a nearly unlimited supply of high-quality, prospective clients -- regardless of your industry or area of practice. They will help you to gain a significant advantage over your competition by beginning your interactions with those clients from a position that effectively removes any doubts in their minds about your ability to deliver exceptional value.
After all, you will have already demonstrated that before your first hello.
I am looking forward to sharing with you the details of how to accomplish that in the book.