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Intro -- How Clients Buy: A Practical Guide to Business Development for Consulting and Professional Services -- Contents -- The Problem -- Chapter 1: A Curious Problem -- Rainmaking -- The Promise of How Clients Buy -- The Breakthrough -- Our Method -- Onward -- Chapter 2: Finders, Minders, and Grinders -- The Business Development Imperative -- Consulting -- I'm Not Even in That Universe -- The Ladder -- Up or Out -- The Three-Legged Stool -- The Commercial Imperative -- The Rest of Us -- Okay, I Need to Sell -- How Do I Do That? -- Obstacles -- Chapter 3: Beyond Pixels -- Selling a Service Is Different from Selling Things (and Harder, too) -- Selling Consulting and Professional Services Is Hard Because Our Clients Have to Trust Us Before They Buy from Us -- The Three R's -- How Services Are Different -- Systemic Hurdles -- Chapter 4: Obstacle #1: What They Didn't Teach You in B-School -- If I Am Supposed to Be the Expert, Why Do I Feel So Stupid about Sales? -- Universities -- Why Business Schools Do Not Teach How to Sell Professional Services -- Chapter 5: Obstacle #2: But I Don't Want to Sell -- Moving Past Willy Loman -- Why We Can Never Imagine Being Salespeople -- The Birth of Management Consulting -- We Are the Product -- Chapter 6: Obstacle #3: Things Aren't What They Once Were -- It Is Harder Than Ever to Sell Expert Services -- A Changing Landscape -- The End of the Ban on Advertising -- The World Is Flat -- Firefly Ideas -- More Players -- Chapter 7: Obstacle #4: A Blizzard of Bad Advice -- Everything You Know about Sales Is Wrong -- Traditional Sales Training -- The Science of Yield -- The Myth of the Perfect Pitch -- Better Personality -- Why This Model Doesn't Work for Consulting and Professional Services -- How Clients Buy -- Chapter 8. The Secret to Selling -- Never Say Sell -- Never Say Sell.