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Table of Contents

Introduction to the Fourth Edition xiii About the Author xv Acknowledgments xvii Chapter 1 Your Mindset Will Determine Your Success 1 The Notion of Value 1 Support Systems 4 Basic Necessities 9 Hitting the Ground Running 13 Chapter 2 Barging into the Business 19 The Concept of Marketing Gravity 19 Calling Everyone You Know 25 Making Money by Working for Free (Pro Bono) 27 Networking Is a Process, Not an Event 29 Chapter 3 Becoming a Marketer 33 Creating an Accelerant Curve 33 Money Talks 37 Wholesale and Retail 41 Passive Income 45 Chapter 4 Technology for the Next Nine Seconds 49 The Greatest Technology Myths 49 The Role of a Website Might Surprise You 53 Social Media Platforms Are Often Tilted 57 Remaining Cutting Edge Without Hurting Yourself 60 Chapter 5 Finding the Economic Buyer 69 Saint Paul Was the First Virtual Marketer 69 HR Stands for "Hardly Relevant" 70 Charging Past Gatekeepers 73 The Peerage 76 Chapter 6 In the Buyer's Office 81 Establishing Trust 81 Finding Issues and Dynamic Capture 85 Gaining Conceptual Agreement 88 Pouring Concrete 92 Chapter 7 Closing the Sale 99 How to Write a Proposal That's Accepted Every Time 99 Why Buyers Go Dark 105 You're Actually Closing Three Sales; Don't Lose Two 108 The Virtual Handshake 113 Chapter 8 Paying the Mortgage 117 How to Establish Value-Based Fees 117 Fee Formulas 120 Fifty Factors to Consider 124 Other Fee Considerations 127 Chapter 9 Moving On Up 131 Fastening the Watertight Doors 131 Why You Don't Need a Staff and How to Find Resources 136 Passive Income Alternatives 139 Working Globally 143 Chapter 10 Living the Dream 149 Building Your Brand 149 Moving to Advisory (Vault) Work 153 Intellectual Property and Thought Leadership 157 The Essence of a Career 161 Appendix A: 101 Questions for Any Sales Situation You'll Ever Face 167 Appendix B: Suggested Reading in the Field 179 Appendix C: Sample Proposal 181 Appendix D: Sample Long Biographical Sketch 187 Appendix E: Sample Short Biographical Sketch 191 Appendix F: Further Resources 193 Index 195

About the Author

ALAN WEISS is a consultant, speaker, and bestselling author. His consulting firm, Summit Consulting Group, Inc., has attracted clients such as Mercedes-Benz, Merck, The New York Times, and over 500 other leading organizations. His speaking typically includes 30 keynotes a year at major conferences.

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