How to Win Client Business When You Don't Know Where to Start

CHAPTER 5Decide What You Want to Be Known for and Who You Wish to Serve : You Can Be Known for Anything, But You Can't Be Known for Everything

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

—Tom Peters, author, The Brand Called You

We have laid the groundwork of understanding the client's buying decision journey: what goes on in the minds of clients, how they think, and the risks they face in choosing us. We discussed the most common client pathways: how clients come to discover us, respect our abilities, and trust that we have their best interests at heart.

We also learned there is no one rainmaker personality or style – and we can adopt an approach that best fits our strengths and preferences. With this foundational knowledge in place, we are now ready to begin exploring the five skills required to become a rainmaker:

• Skill 1: Create Your Personal Brand Identity
• Skill 2: Demonstrate Your Professional Expertise
• Skill 3: Build Your Professional Ecosystem
• Skill 4: Develop Trust‐Based Relationships
• Skill 5: Practice Everyday Success Habits

Creating your personal brand identity is the first rainmaker skill. You may be scratching your head. “Wait, what? Branding is for big companies like Google, Apple, and Nike, right?” Sure, big companies ...