In the highly competitive field of sales, differentiating yourself from your peers and standing out from the crowd is one of the biggest challenges every individual will face. Clients are increasingly inclined to look for a better deal, so professionals must justify their fees, find their own instructions and really add value to their clients.
A new book, The Go-To Expert, is due to be published to provide clear, practical advice that will help readers to establish a reputation as more than just another professional and enjoy the luxury of being able to pick and choose from the constant flow clients that come to them, as The Go-To Expert in their field.
The principles behind becoming a Go-To Expert are simple - become better than everybody else at something, and then build your business around it. However, the book cleverly provides comprehensive, actionable advice on how readers can use tools like social media, networking, branding and PR to actually achieve this and establish their own niche.
The two authors, Heather Townsend and Jon Baker, share a wealth of experience in managing, coaching and training business professionals, and have established themselves as "Go-To Experts" in their own right.
Heather Townsend is the author of the best-selling and award winning book The FT Guide to Business Networking, . She has mentored over 2000 professionals at every level of the UK's most ambitious professional practices, sits on the judging panel for
The British Accountancy Awards and was included in Economia's Top 50 Social Media Influencers in the field of finance and business. Jon Baker is a specialist in helping small professional services practices grow profitably and sustainably. He is a highly sought-after speaker, social media and sales trainer, sharing his 25 years' experience with hundreds of high profile businesses, including BP, Total and Feel Good Drinks.
Most professionals were attracted to their field by the technical aspects of the job, and are consequently often averse to the active selling and marketing of their service. The Go-To Expert highlights the importance of business development, explains the soft skills that are required to do it effectively, and gives simple tips how professionals can "blow their own trumpet" in a way that both reflects well on their business and appeals to their target audience.