How Clients Buy

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

19 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

Found in

Overview

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This course explains how clients evaluate and select professional services. It introduces a client-centered framework for business development and shows how consultants can replace sales pressure with trust relevance and credibility. This resource helps professionals rethink how they approach business development by focusing on client decision-making processes. It offers a practical framework for building confidence and clarity in engaging with clients, while emphasizing mindset and behavior over traditional sales tactics. Designed for those who need to grow their practice without formal sales training, it provides actionable insights for improving results. This resource is ideal for consultants, advisors, and professional service practitioners who need to develop business but lack formal sales training. Readers should have subject-matter expertise and client experience. A willingness to rethink traditional approaches to selling and client relationships is essential. This course uses a practical, experience-driven approach that reframes business development as a client-centric process rather than traditional selling. It blends real-world scenarios, mindset shifts, and diagnostic frameworks to help professionals understand client behavior, build credibility, and develop sustainable business relationships without relying on aggressive sales tactics. This course is based on How Clients Buy, by Tom McMakin and Doug Fletcher. From How Clients Buy Copyright © 2018 by Thomas McMakin and Wade D. Fletcher, Jr. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Used by arrangement with John Wiley & Sons, Inc.

Syllabus

A Curious Problem
- This module explores the decision-making processes of clients in professional services, covering buying patterns, acquisition strategies, and delivery models to improve market alignment and service effectiveness.
Finders, Minders, and Grinders
- This module explores the dynamics of leadership in high-pressure situations, the recruitment strategies of top consulting firms, and the critical thinking skills required for effective decision-making in professional environments. Learners will gain insights into how professionals navigate complex challenges and build successful careers.
Beyond Pixels
- This module explores the unique challenges of selling professional services, focusing on the concept of credence goods and the critical role of trust in client decision-making. It examines how information asymmetry affects professional service delivery and highlights strategies for building client confidence. Learners will gain insights into the psychological and economic factors that influence trust in expert services.
Obstacle #1—What They Didn't Teach You in B-School
- This module explores historical and practical approaches to professional development, focusing on mentorship, client acquisition, and the evolution of credentialing for service providers. Learners will gain insight into the gaps in traditional business education and how to navigate them effectively.
Obstacle #2—But I Don't Want to Sell
- This module explores the psychological aspects of sales and helps learners understand why people resist selling. It covers customer motivation analysis and strategies to overcome self-doubt in professional services. Learners will gain practical insights into redefining their role as the product in sales interactions.
Obstacle #3—Things Aren't What They Once Were
- This module explores the transformation of legal service models through the lens of Bates and O'Steen's innovative approach, examining how their methods challenged traditional norms and influenced the legal profession. Learners will analyze the impact of these changes on access to legal support and the role of technology in professional services.
Obstacle #4—A Blizzard of Bad Advice
- This module explores common sales misconceptions and their impact on consulting practices. Learners will analyze traditional training flaws and understand the importance of unlearning false beliefs to enhance client relationships. It provides insights into how cultural perceptions shape sales approaches.
The Secret to Selling
- This module explores the fundamentals of professional selling through relationship-building, client problem-solving, and ethical business development strategies. Learners will gain insights into shifting from a sales mindset to a client-centered approach, focusing on genuine engagement and value creation.
Element 1—I Am Aware of You
- This module explores strategies for building brand awareness and visibility in commercial contexts. It covers practical approaches such as audience targeting, self-promotion, and effective communication techniques. Learners will gain insights into how to introduce themselves and their services in competitive markets.
Element 2—I Understand What You Do
- This module focuses on defining a firm's value proposition, identifying target clients, and creating clear messaging to enhance client understanding and differentiate from competitors. Learners will explore strategies for effective communication and positioning in the marketplace.
Element 3—I Am Interested
- This module explores strategies for assessing client relevance and impact, focusing on how to build long-term business relationships through effective communication and strategic alignment. Learners will examine real-world scenarios that highlight the importance of understanding client needs and delivering meaningful value.
Element 4—I Respect Your Work
- This module explores the importance of professional credibility and respect in building client trust. It covers how to establish legitimacy, demonstrate capability, and present a reliable team to potential clients. Learners will gain insights into the key factors that influence client decisions.
Element 5—I Trust You
- This module explores the importance of trust, camaraderie, and ethical decision-making in high-stress environments, particularly within military and client-service contexts. Learners will examine how trust influences group cohesion and performance, and how professionals can navigate moral gray areas while maintaining integrity.
Element 6—I Am Able
- This module explores strategies for identifying and engaging with key stakeholders, building meaningful relationships, and using targeted outreach to secure business opportunities. Learners will gain insights into effective networking, client targeting, and the importance of aligning with the right organizations. It also covers the nuances of return on investment and how to evaluate opportunities effectively.
Element 7—I Am Ready
- This module explores how external and internal factors influence client interactions and organizational decisions. It covers the impact of timing, leadership changes, and external events on engagement and outcomes. Learners will gain strategies to navigate challenges in client relationships effectively.
A Chain Is as Strong as Its Weakest Link
- This module explores the seven elements of client buying behavior, focusing on how to diagnose and improve business development strategies through empathy, MECE principles, and strategic alignment. Learners will gain insights into evaluating their own practices and identifying areas for growth. The content provides practical tools for enhancing client relationships and decision-making in professional settings.
Getting to Work
- This module covers essential strategies for business development, personal branding, and client engagement. It emphasizes the importance of networking and developing a unique professional style. Learners will gain insights into building sustainable professional relationships and advancing their careers.
All Business Is Local
- This module explores how local relationships and community connections continue to shape global business strategies. It examines historical trade networks and their impact on modern networking and client engagement. Learners will gain insights into navigating the balance between global operations and local interactions.
Our Vision of the Future
- This module explores the role of expertise in solving global challenges, emphasizing the importance of professional responsibility and organizational support in addressing complex issues. It examines historical contexts of global threats and how modern systems can be improved through structured learning and strategic thinking.