Richard White answers questions about ‘The Accidental Salesman: Networking Survival Guide’
Why did you write the book?
I have been running my Lead Generation Master class in London for a number of years with great success. I’ve had lots of people from further afield and overseas who asked me if I would do a Master class there. Whilst I was unable to travel to them I felt I could give them something which would help them achieve the same results as the Master class.
Who is this book for?
It’s primarily for people who rely on networking to find new clients and prospects. They are experienced networkers who want to make their networking more productive.
It’s for those people who do not have the gift of the gab and who struggle to get their message across in a way that grabs people’s attention and generates interested in their products and services.
And its especially for people who hate the idea of selling or being seen as pushy.
Why would they be interested in the book?
The book will help then to understand how to win more clients and gain new sales leads with less effort.
It will show them how to fine tune their approach and shows them the small things that make a big difference.
It will help them clarify and articulate the value of their products and services and get their message across.
It goes beyond networking and not only shows them how to generate more interest but also how to make it easy to win the sale.
How does this book differ from other books on networking?
This book goes beyond the basics of networking. It focuses on what to say when networking and whom to say it to.
It helps the reader, step by step, to clarify and articulate their proposition in 15 words or less so that people they meet can quickly appreciate what they do. It also helps them to communicate why people should be interested in their products and services through short success stories.
Whilst other networking books might talk about generating business they do not help people work out what they should be saying and to whom they should be saying it to.
It actually contradicts a lot of what some of the other books say. For example, it explains why elevator pitches and working the room may not get the best results.
What is the central message of the book?
You can be getting it almost right but with some fine tuning you can very quickly take your results to a whole new level.
You can make dramatic improvements in results by working on the following:
• How you articulate what you do
• The stories you tell and how you tell them
• How you nurture and leverage your contacts
By following the exercises in the book you will quickly get a lot more interest in what you do from your ideal clients.
What qualifies you to talk about this?
As I said earlier, I have been running the Lead Generation Masterclass and have plenty of testimonials to show it works.
I have been through the problem myself. I have worked as an IT consultant for many years and built a successful IT consulting practice. Even though I was a very competent sales person I initially struggled to get any results from networking.
I invested over 10 years of my life researching how to make networking more productive. I am a Master Practitioner on Neuro Linguistic Programming (NLP) and used the advanced NLP techniques in my research.
I initially did the research for myself and have since helped over 314 people get significant improvements from their networking.
I hold an MBA from Cranfield where I specialised in the marketing of services. Advanced competitive strategy underlies my whole approach to sales and networking.
Why are you giving away a big chunk of the book for free?
I read a lot of books myself and have a kindle where you can sample a book before you buy. I wanted to give potential readers of the book a chance to make sure it is right for them before buying it. The first 3 chapters outline the strategies covered in the rest of the book and is of a similar style. By the time they have read those 3 chapters they will know whether it is right for them or not.
How can people contact you if they have further questions?
Send me an email at rwhite@theaccidentalsalesman.com and put in the title ‘Networking Survival Guide – Questions’
