Chapter 1: Introduction, 11

1.1. Why I Wrote This Book, 13
1.2. Why You Should Read This Book, 13
1.3. What is in the Book, 14

Chapter 2: Guiding Principles, 17

2.1. People, 19
2.1.1. Relationships, 19
2.2.2. Types of Clients, 20
2.1.3. Who is the Client?, 21
2.1.4. Marketing Personalities, 21
2.1.5. Listening to the Client, 23
2.1.6. Satisfied Client, 24
2.1.7. Politics, 26
2.1.8. Networking, 28
2.1.9. Gender, 30
2.1.10. The X Factor, 33
2.2. Pursuit, 34
2.2.1. Marketing Styles, 34
2.2.2. Marketing the Client, not the Project, 38
2.2.3. Being Selective, 38
2.2.4. Niche Marketing, 42
2.2.5. Teamwork, 42
2.2.6. Regular contact, 42
2.3. Positive Thinking, 43
2.3.1. Purpose, 43
2.3.2. Visualization, 44
2.3.3. Mindfulness, 46
2.3.4. Persistence and Determination, 48
2.3.5. Good Form, 54
2.3.6. Creativity, 55
2.3.7. Dealing with Loss, 55

Chapter 3: Procedures for Successful Marketing, 57

3.1. Marketing Process Model, 59
3.2. Step 1 - Strategic Planning, 61
3.2.1. Vision, 61
3.2.2. Market Research, 61
3.3.3. Marketing Plan, 65
3.3. Step 2 - Client Development, 66
3.3.1. Client Action Plan, 66
3.3.2. Cold Calls, 68
3.3.3. Meeting the Client, 75
3.3.4. The Mandeville Technique, 79
3.3.5. Evaluating the Client, 85
3.3.6. Mapping the Client, 86
3.4. Step 3 - Writing and Speaking Circuit, 89
3.4.1. Writing Papers, 89
3.4. Speaking at Conferences, 89
3.5. Step 4 - Project Positioning, 90
3.5.1. Early Lead, 90
3.5.2. Researching the Lead, 93
3.5.3. Selection Process, 93
3.5.4. Go/No Go Decision, 93
3.5.5. Sole Source Work, 96
3.5.6. Writing the RFP for the Client, 97
3.5.7. Selection Committee, 97
3.5.8. Winning Strategy, 98
3.5.9. Preparing for the RFP, 103
3.6. Step 5 - The Proposal, 104
3.6.1. Types of Proposals, 105
3.6.2. Standard Proposal Format, 105
3.6.3. Plain English, 112
3.6.4. Proposal Conferences, 114
3.6.5. Receiving the RFP, 114
3 .6.6. Drafting the Proposal, 116
3.6.7. Red Team Review, 118
3.6.8. Proposal Delivery, 118
3.7. Step 6 - Conducting the Interview, 119
3.7.1. It's Show Business, 119
3.7.2. Preparing and Organizing, 120
3.7.3. Standard Presentation Format, 122
3.7.4. Prepare Materials, 123
3.7.5. Showcasing the Project Manager, 126
3.7.6. Rehearsing the Presentation, 127
3.7.7. Rehearsing Questions, 129
3.7.8. Interview Dynamics, 134
3.7.9. Giving the Presentation, 135
3.7.10. The Interview Panel, 137
3.7.11. Use of Humor and Props, 138
3.8. Step 7 - Closing the Deal, 139
3.8.1. It' s Not Over Till It's Over, 139
3.8.2. Debriefing on Win or Loss, 142
3.9. Step 8 - Announcing the Win, 143
3.10. Step 9 - Cultivating the Client, 143
3.10.1. Doing vs. Serving, 143
3.10.2. Mutual Understanding, 145
3.10.3. Best Ally, 146
3.10.4. Business Etiquette, 147
3.10.5. Managing Problems, 148
3.10.6. Continued Contact, 150
3.11. Step 10 - Mentoring, 150

Chapter 4: Overcoming Barriers to Marketing, 153

4.1. Fear of Rejection, 155
4.2. Fear of Public Speaking, 156
4.3. Condescension Towards Marketing, 157
4.4. Lack of Time, 158
4.5. Not Knowing Where to Start, 158
4.6. The Imposter Syndrome, 158

Chapter 5: Reflections, 161

Chapter 6: References, 167

Appendices, 173

Appendices

A-1 Market-Driven Versus Client-Driven Marketing, 177-182
A-2 The Nitch Strategy: A Stronger Way to Compete, 183-194
A-3 Clear Company Direction: The Deciding Factor, 195-218
in Business Success
A-4 Marketing Research: The Road to Profits, 219-234
A-5 Strategic Planning and Marketing Business Planning, 235-244
A-6 Weighing Opportunity: The "Go, No Go Decision", 245-248
A-7 Creating a Memorable Proposal, 249-250
A-8 Winning Presentations, 251-258
A-9 Marketing During Project Execution, 259-268

List of Scenarios

1. Lack of Chemistry, 34
2. It's Not Happening, 43
3. Lost Job, 56
4. Overwhelm, 60
5. Marketing Vacuum, 66
6. Competitors, 89
7. Public Speaking, 90
8. Bad History, 104
9. RPF's, 112
10. Answering Questions, 119
11. Interview Disaster, 139
12. End Game, 142
13. Writing Articles, 143
14. Extra Scope, 150
15. Mentoring, 151
16. Time Crunch, 159

List of Figures

Figure, (Section), Page
1. Line of Contact, 2.1.9, 31
2. Comparison of Marketing Styles, 2.2.1, 35
3. Unexpected RFP, 2.2.3, 39
4. Shallow vs. Deep Diver, 2.2.3, 41
5. Marketing a la Burma Shave, 2.3.4, 50
6. Marketing Process Model, 3.1, 59
7. Plan vs. Act, 3.3.1, 67
8. Cold Call, 3.3.2, 69
9. The Ultimate Handout, 3.3.3, 77
10. Types of Questions, 3.3.4, 80
11. Sample Client Map, 3.3.6, 88
12. The Early Bird Gets The Work, 3.5.1, 91
13. The Hierarchy Game, 3.5.5, 97
14. Sample Mind Map, 3.5.8, 102
15. Sample Flow Chart, 3.6.2, 108
16. Sample Organization Chart, 3.6.2, 109
17. Sample Bar Chart, 3.6.2, 110
18. The Five Golden Rules of Marketing, 5, 164

List of Stories

Story Name (Section), Page
1. Who Do You Trust?, 2.1.1, 19
2. Ignorance Is Bliss, Sometimes, 2.1.4, 23
3. Silver Tongued Devil, 2.1.6, 26
4. Pipe Dreams, 2.1.7, 28
5. A Shot in the Dark, 2.1.8, 30
6. Pumping Iron, 2.1.9, 33
7. Jump On It!, 2.1, 38
8. Triple Axel, 2.3.1, 46
9. Oops, Too Many, 2.3.2, 48
10. Attitude, 2.3.4, 49
11. Mt. Everest, 2.3.4, 52
12. Hanging in There, 2.3.4, 54
13. I Remember Them Well, I Think, 3.2.1, 62
14. Market, Recruit, Acquire, 3.2.2, 65
15. Nutty Marketing, 3.3.2, 71
16. Damn, Wrong Again!, 3.5.4, 96
17. Chest Thumping and PhD Counting, 3.5.7, 98
18. The Greatest, 3.5.8, 100
19. Film Verite, 3.7.1, 120
20. What's a Story Board?, 3.7.4, 126
21. The Unexpected Question, 3.7.7, 134
22. Goofy, 3.7.8, 135
23. Oops!, 3.7.9, 137
24. Quarks and Black Holes, 3.7.10, 138
25. Risky Marketing, 3.7.11, 139
26. Sideswiped , 3.8.1, 141
27. Fighting Back, 3.8.1, 141
28. Dam, Dam, Dam, 3.10.1, 145
29. Indigestion, 3.10.2, 146
30. Your Serve, 3.10.3, 147
31. Let Them Eat Cake, 3.10.4, 148
32. Fishy Business, 4.3, 158

List of Exercises

Exercise, (Section), Page
1. Hopes and Expectations, 1.2, 14
2. Line of Contact, 2.1.8, 29
3. Visualization, 2.3.2, 45
4. Mindfulness, 2.3.3, 47
5. Vision Statement, 3.2.1, 62
6. Client Action Plan, 3.3.1, 68
7. Cold Calls, 3.3.2, 71
8. Cold Call Practice #1, 3.3.2, 72
9. Cold Call Practice #2, 3.3.2, 73
10. Cold Call Practice #3, 3.3.2, 74
11. Cold Call Practice #4, 3.3.2, 75
12. Client Map, 3.3.6, 88
13. Mind Mapping, 3.5.8, 103
14. Client Call, 3.10.1, 145
15. Sticking Points, 4, 155
16. Confidence, 4.1, 155

Checklists

Checklists, (Section), Page
1. Questions to Ask a Potential Client, 3.3.3, 79
2. Mandeville Questions, 3.3.4, 84
3. Client Evaluation Criteria, 3.3.5, 86
4. Client Mapping Questions, 3.3.6, 87
5. Go/ No Go Checklist, 3.5.4, 94
6. Initial Call Questions, 3.6.5, 115
7. Proposal Kick Off Meeting Sample Agenda, 3.6.5, 116
8. Questions to Ask in Preparing for an Interview, 3.7.2, 121
9. Questions to Expect in an Interview, 3.7.7, 131
10. Questions to Ask the Client in an Interview, 3.7.7, 133
11. Debriefing Questions on a Win or a Loss, 3.8.2, 142