Rainmaking: Sales Approaches for Professional Services

In 30 seconds

Professionals such as lawyers, accountants, and consultants, once reliant on local networks for referrals, now face a competitive landscape that demands mastery of sales and business development. This shift requires them to excel in client relationship management, balancing advocacy with inquiry to position themselves as trusted advisors. “Rainmakers” – those who consistently generate new business – stand out by treating clients as partners, maintaining a systematic approach, and focusing on high-potential opportunities. For younger professionals, mastering these skills is crucial for career advancement. Our RAIN Making program helps professionals sell effectively while maintaining service integrity, ensuring long-term success.

In 2 minutes

For decades, professionals like lawyers, accountants, engineers, architects, financial advisors, consultants, and doctors have depended on local networks for new client referrals. Strong reputations among peers once guaranteed a steady flow of business. However, this traditional approach is no longer enough. These professionals must now master selling and expand networks beyond familiar circles to stay competitive.

This means that professionals must excel at initiating, nurturing, and sustaining client relationships. This shift demands skills that many professionals lack: sales and business development critical for success.

The Dual Role of Advocacy and Inquiry

Selling professional services presents a unique challenge. Unlike traditional sales roles, professionals in fields like law, accounting, engineering, and consulting must balance advocacy with inquiry. They need to present a professional face without appearing overly sales-oriented, while still being proactive in influencing decisions. This requires a shift from focusing on “share of wallet” to “share of mind,” positioning themselves as the go-to provider in a client’s mind.

Becoming a Rainmaker Across Professional Services

Those who excel at bringing in new business are often called “Rainmakers.” These individuals are invaluable, driving growth and ensuring long-term success. What sets them apart?

1. Client Partnership: Rainmakers treat clients as partners, understanding that maintaining relationships is key to new business.
2. Consistency: They make business development a daily priority, recognising that consistency builds a robust client base.
3. Systematic Approach: Rainmakers use a structured system to keep business development at the forefront, ensuring continuous effort.
4. Focused Effort: With limited time, they strategically target high-potential opportunities, maximising their return on effort.
5. Preparation and Execution: Rainmakers come to meetings prepared with tailored insights, solutions, and strategies.
6. Client-Centred Solutions: They listen to clients, solve their problems, and genuinely care about their success, building trust and loyalty.

The Impact on Career Trajectories

For younger professionals, understanding rainmaking is crucial. The ability to bring in new business is increasingly tied to career advancement.

In a competitive market, success comes to those who integrate selling into their daily practices without compromising professional integrity. Embracing these skills is essential for thriving in the future of professional services.

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Our RAIN Making program is designed to help professionals from all sectors sell better and faster without sacrificing the integrity of their services. Contact us today to learn how we can support your team to become successful rainmakers.

Remember, everybody lives by selling something.

Author: Sue Barrett, founder and MD of Barrett

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Testimonial

Since our workshop yesterday: Steph sold 80-100hrs this morning with his customer. Robert has followed up 3 or 4 leads and booked a number of customer meetings. I sat in a meeting and did a WWW with a customer, got 3 Fs out. Got another one in 30mins. And it’s before 11 am. A little confidence goes a long way eh. I’ll need more delivery capacity…