( 10 reviews )
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Posted: Jun 8 2008
I read ed.1 in 1995 and found it a terrific resource. Ed.2 has been completely rewritten with much new material, so it is a essentially new book. Every client I work with has service as a significant part of their revenue. This book is the definitive guide to sales and marketing of services. It is clearly written, making it an easy read, but there is so much pragmatic material on measuring and implementing these tested and true ideas, that this should be your revenue bible. Buy it, read it, and keep it close. Also check out Ford's site and blog
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Posted: Apr 21 2008
We use his books to develop our people. How to write articles, why and how to network, building credibility, why you should not cold call, etc. It is all there.
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Posted: Apr 13 2008
Ford Harding wrote: "Sales mean survival". Rain Making is aimed at teaching what most schools (engineering, accounting, law) have neglected to teach. Technical ability alone is not enough to advance one's career unless one is able to bring in new clients and build a business. Although there are tomes of books devoted to marketing, Ford's voice is credible because he cut his teeth running a location consultancy, not a marketing consultancy. He understands exactly how professionals dread the idea of selling. For instance, he debunks "Non billable time is wasted time" before he even starts on chapter one. Throughout the book, Ford keeps points out example after example of how the fear of rejection holds back one from making repeated phone calls and approaches. Ford explains how most people being marketed to are busy and how many instances of them not returning phone calls isn't because they think you are a nuisance, and calling them again is in no way impolite. Ford is also very conscious of how wasteful people can be in marketing, and his approach is certainly not to "do everything" but to be purposeful in every marketing action taken. For those new to the game, Rain Making uncovers how professional services are marketed. There is much emphasis on the technical aspects of marketing and network development. Each of these techniques are amply illustrated by case studies. For example, there is a right way and a wrong way of talking to reporters. I liked this approach, because it shows that even introverts can network and raise their profile effectively, as it is a skill that can be learnt and honed, rather something one innately have. For those who have been marketing their professional services for a while. This book offers useful checklists that will serve as a useful reference for finding gaps in existing marketing efforts. I can recommend this book as a solid no-nonsense set of instructions to succeed in one's professional practice.
