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The Go-To Expert: How to Grow Your Reputation, Differentiate Yourself From the Competition and Win New Business Paperback – 27 Feb 2014
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From the Back Cover
“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 provides no-nonsense advice on managing your transition into a well-known and trusted name within your industry.
- Simple steps to build your profile
- How to market and sell yourself with ease and confidence
- Techniques to make your clients come to you
“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 of The Management Book
About the Author
Heather Townsend helps professionals become the Go-To-Expert. She is the author of The FT Guide To Business Networking and a high profile member of the professional services industry. Heather has worked with over 300 partners, coached, trained and mentored over 2000 professionals at every level of the UK’s most ambitious professional practices. She is a regular speaker and writer for the trade press.
Jon Baker has 25 years experience of managing, training & coaching in business. He is an in demand speaker, social media and sales trainer (Jon is a member of the professional speaker’s association). In the last 7 years he has coached hundreds of Business owners, helping to grow their firms by more than 63%. He has also had blue chip clients; including BP, Total, and Feel Good Drinks.
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Top customer reviews
The evidence it presents is anecdotal; there's no real depth of research behind it. So sure, the author cites many businesses that have thrived from niche specialisations, but what about those that have failed using the same approach? Or those who have thrived from making their wider skills a virtue?
One of the main issues I have with it is from my own experience, both as a manager and a householder: over-specialisation is often a severe problem. (Do you know the old Flanders & Swann song, "The Gasman Cometh"? Check it out on youtube.There's still a lot of this about! )
I worked for an American company for several years, in which American management despaired over British over-specialisation. To give a concrete example: UK software developers who knew everything about their speciality, e.g. Java or Oracle, but were clueless about the world beyond, and could not understand how "their" technology interfaced with others, or roll their sleeves up and do software testing, training or work directly with end users when required.
One very successful local business I know differentiates themselves from the numerous plumber, carpenters and central heating engineers by their versatility - you have a problem with your shower or toilet, they fix it, even if it requires a mix of carpentry, plumbing an plastering expertise. (Wonder if their owner has read this book? Would be interesting.) And there are others I regularly use whose "niche" is just being very good, reliable and trustworthy - all the marketing in the world is no substitute for these.
Having said that, it's worth a read but please keep your critical faculties switched on while doing so!
I found the sections on publishing and speaking particularly interesting as the authors have obviously done it successfully and they share their practical experience openly and generously.
This book provides a blueprint for practice and personal development for professionals. The trick (as always) is likely to be in the implementation of the very many good ideas contained in it.
1. It is not designed for Kindle, it is more like a pdf that you have to scroll and zoom and on a mobile or Ipad forget it.
2. FT press the publishers limit the number of licences to just 2 licences so you cant have it on your Ipad, phone and computer. Unbelievable in todays connected world and as I have more than 300 Kindle books this is the only one!
I did write to them but no response.
Then, if I wasn't already chuffed to bits, the author gives you her email address through which you can ask direct questions and get even more fuel for your plans. Bloomin marvellous!
I like it, can you tell?
Seriously though, heard Jon baker speak publicly and really enjoyed what I heard. Read the book cover to cover and was gob-smacked. Jon and Heather really know their stuff, this is a practical guide of how to market yourself and/ or your professional practice in the 21st century. Felt justified about the stuff I was doing and got a short sharp shock on what I wasn't. Am buying copies for my marketing guy and a few special clients. This isn't puff or hype, and I am not related just found it good to find a practical business book for a change..
The book contains great advice on reputation, differentiation and winning new business.
Simple. Go Get!
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