Selling Professional and Financial Services Handbook -- Contents -- Preface -- Acknowledgments -- A New Way to Sell -- Chapter 1 Changing Times, a New Dimension: The Rock-Ripple Strategy -- IT'S ALL ABOUT RECOGNIZING CHANGE -- WHAT THE MAN ON THE DOORSTEP DID -- SENSE THE WAVE, TRACE THE RIPPLES -- THE ROCK-RIPPLE EFFECT -- Chapter 2 Fields of Vision, New Relationships: On Being a Guru -- WHAT DOESN'T WORK -- WHAT DOES -- BUILDING GURU STATUS -- CREATIVE SOLUTIONS -- WHAT'S NEXT? -- Chapter 3 Four-Stage Process: Why and How It Works -- WHY THE FIRST MOVER WINS -- GETTING STARTED, FROM WHEREVER YOU MAY CURRENTLY BE -- HOW THE STAGES WORK -- Stage 1: Identify -- Stage 2: Evaluate -- Stage 3: Innovate -- Stage 4: Deploy -- Stage 1: IDENTIFY -- Chapter 4 The Identify Stage: What to Look For -- THE INDUSTRIAL MINDSET -- DEFINING AND THINKING ABOUT WHAT TO LOOK FOR -- EXPERIMENTS IN MIND STRETCHING -- DRAWING PARALLELS -- Chapter 5 The Identify Stage: How to Look Systematically -- THE ENTREPRENEURIAL MINDSET -- PUTTING YOURSELF IN THE PATH -- TAPPING THE INTERNET -- TAPPING HUMAN INTELLIGENCE -- NARROWING DOWN AND HOMING IN: HOW THE IDENTIFY PROCESS COMES TOGETHER -- MOVING ON . . . -- Stage 2: EVALUATE -- Chapter 6 Intro to Evaluation: Basics and the First Step -- THE PROCESS: FIRST THINGS FIRST -- LOST IN SPACE -- OTHER POSSIBLE OUTCOMES -- NUMBERS VERSUS JUDGMENT -- MOVING ON -- Chapter 7 Deeper Evaluation -- EVALUATION POINTS -- GETTING TO "NO" -- A NOTE ON STRATEGY VERSUS SALES SKILLS -- "YES," PLUS CONTINUOUS IMPROVEMENT -- EVERY STEP COUNTS -- "YES," PLUS ONE FOR THE PORTFOLIO -- Stage 3: INNOVATE -- Chapter 8 Innovation and Preparation -- WHERE YOU STAND IN THE PROCESS -- INNOVATING THE SOLUTION -- THE MULTILAYERED BENEFITS OF INNOVATION -- INNOVATING THE CAMPAIGN -- BUILDING THE PACKAGE FOR THE SALES FORCE -- BACKGROUND MATERIALS -- TARGETING.

THE MESSAGE AND THE TALK TRACK -- THE PROFESSIONAL TEAM AND QUALIFICATIONS -- Chapter 9 Top-of-Mind Awareness Tools and Launch -- PARALLEL MARKETING EFFORTS FOR PERSISTENT ISSUES -- TARGETS, TRACKING, REPORTING -- THE LAUNCH CALL -- Stage 4: DEPLOY -- Chapter 10 Transforming How You Sell: What's New, What Isn't -- A GAME PLAN, NOT BASIC COACHING -- WHAT YOU ARE SETTING OUT TO DO IN THE DEPLOY STAGE -- TRANSFORMATION, NOT A BLITZ -- Chapter 11 Steps to Full Deployment -- TRACKING, REFINING, AND EXTENDING THE INITIATIVE -- WHAT'S NEXT, WHAT'S NEXT? -- INITIATIVES MAY END, BUT THE PROCESS DOESN'T -- BUILDING RELATIONSHIPS WITH CONTENT TOOLS AND EVENTS -- SELLING TO BOTH SIDES OF THE CLIENT -- ROUNDTABLES AND OTHER "SCALE" OUTREACH EVENTS -- KEEP IT SIMPLE -- EXTENDING RELATIONSHIPS INTO OTHER INITIATIVES -- THE MULTIPLIER EFFECT AND THE SMALL-WORLD EFFECT -- INDIRECT SALES: THE ULTIMATE PAYOFF -- Chapter 12 Hunting or Farming? It's Both: An Approach for New and Existing Clients -- THE DOWNSIDES OF ACCOUNT-CENTRIC FARMING (AND WHY ROCK-RIPPLE IS SUPERIOR) -- EFFICIENCIES ON THE HUNTING SIDE -- WHERE THE DIFFERENCES COME IN -- INDIRECT SALES: THE BIG DIFFERENCE -- Chapter 13 Where to Go from Here -- BOARDING CALL: THE DESTINATION, THE TICKET -- IT ALWAYS STARTS WITH WHAT'S NEXT -- IMPLEMENTING FOR AN INDIVIDUAL -- IMPLEMENTING ACROSS A TEAM -- Educating the Team -- Working with A's, B's, and C's -- The Story of a B -- Conclusions -- IMPLEMENTING ACROSS A FIRM -- WHAT'S NEXT? -- Appendix A Books for Further Reading -- Appendix B Strategic Initiative Checklist -- Appendix C Key Concept: ROCK-RIPPLE -- WHAT ROCK-RIPPLE MEANS -- IF EVERYTHING CHECKS OUT, YOU HAVE THE BASIS FOR A ROCK-RIPPLE SALES INITIATIVE . . . -- . . . AND FOR WINNING "GURU STATUS" -- Appendix D The Four-Stage Process -- THE FOUR-STAGE PROCESS IN GRAPHIC TERMS.

Appendix E Idea-Starters and Tools -- IDENTIFYING ROCK-RIPPLE EVENTS: WHERE TO LOOK FOR NEW SALES OPPORTUNITIES -- FOOD FOR THOUGHT: EXAMPLES OF REAL ISSUES IDENTIFIED -- EVALUATING OPPORTUNITIES: A CHECKLIST -- About the Companion Website -- About the Authors -- Index.