Fans pick 100 books like How Clients Buy

No list on behavior, sales, and brand messaging would be complete without including Robert Cialdini on the list. Concepts like social proof, scarcity, and reciprocity are key for getting customers to buy in on your product or service before they even get to the buying moment.

If you are one of the millions of people who has already read Influence, his other book Pre-Suasion is amazing as well and so helpful for brands!

This was the book that really got me thinking about consultancy, professional services and that broad category of work that you get paid to help people because of what you know. The central topic of this book is trust. Now we all understand what trust is – or at least we think we do. But when faced with the challenge of building trust many of us stumble. This book breaks trust down into its component parts and explores how you can use this understanding to build trust. Trust building is essential whenever you offer service to someone else, especially when it is an intangible service like consultancy. Every consultant and every freelancer should read this book.

Over a number of decades, Schein has been one of the guiding thinkers in professional services and consultancy. His books are always worth reading as the advice is sounds and practical. In this book he talks about how it is better, and more productive, to help people by the practice of asking questions rather than giving answers. The model in the book goes completely against the stereotype of the consultant as a brash and overconfident individual pretending to be an expert who can tell anyone the answer to any question. Instead, Schein proposes a model that would be more familiar to those with a coaching background. It is brilliant advice.

I enjoyed Alan Weiss’ book, Million Dollar Consulting, for its refreshingly hard-nosed look at dealing with clients. A business can’t exist without them, but contrary to conventional wisdom, the customer isn’t always right. They’re often difficult, stubborn, and think they know more about a given subject than the expert staring them in the face. Weiss’ book is a practical course on landing and working effectively with clients, especially getting paid what you’re worth. If your business model includes working with high-end clients, this book is a treasure map for growth.

Consultants come in many flavors. Some are content consultants; others focus on technology; still others deal with the “soft side.” Regardless of how consultants work their magic, this book lays out clearly and in fair detail the ABCs of “flawless” consulting.

The key question is: How can consultants leverage their impact in the absence of control? I find this book a valuable guide to answering this tough question. It covers the waterfront from the contracting process to overcoming client resistance to providing feedback, which is often a major roadblock to a consultant’s success.

This book should be required reading for all consultants, especially those who are new to the task. 

Meeting new people at an event is one thing. Being able to follow up and follow through consistently gives you a huge edge for turning prospects into clients. Yet, most people, including entrepreneurs, consultants, and employees, struggle with this.  

In Follow Up Sales Strategies, author Wanda Allen simplifies the process. She shares how to develop a proper mindset and effective habits, as well as her proven follow-up systems, designed to increase sales pipelines, improve performance, and strengthen relationships.

Get organized, so you can get the most out of the relationships you develop through conferences.

For writing online beyond your own website, I highly recommend this book. It presents both the big picture and the nitty-gritty of content marketing for small businesses.

What I like about this book is that the authors understand that as a small business, you can’t do everything and be everywhere. So, choose where you want to be and create content that captivates, educates, and inspires your audience.

The Traffic Secrets book will teach you how to attract your dream customers to your websites and sales funnels. 

The author, Russell Brunson, is the CEO and co-founder of Clickfunnels (a software company). 

He is also the author of the bestselling books DotCom Secrets and Expert Secrets.

In his Traffic Secrets book, Russell Brunson reveals 20 of the most effective ways to increase the traffic in your funnel.

If you are an expert at something and you want to build a business around your expertise, then Expert Secrets is your guide. Russell Brunson has several other very successful books, but for me, this is the starting point on your expert journey. Once you have mastered how to package and talk about your expertise in a way that enrolls others, then you are well on your way to the success you are seeking. Russell shows you how to simplify your message, address resistance, and develop what he calls “unlimited free customers”. He shows you exactly how to bridge your customers from their current situation to where they want to be using your expertise. If done correctly, your target customers will be banging your door down to hire you for your expertise to accelerate their own personal goals and elevate your income!

This is a captivating read that delves into the world of creating a fan base for any business.

Using Lady Gaga as a fun and intriguing example, the book demonstrates how she cultivated a loyal following while many talented artists struggle to gain recognition. Huba's choice of subject matter not only adds an element of entertainment but also highlights the effectiveness of Gaga's strategy.

The book breaks down the process into easy-to-follow steps that anyone can implement within their own business. One key lesson from Monster Loyalty is to "Make Them Feel Like Rock Stars," emphasizing the importance of making your fans feel special by acknowledging their contributions, highlighting their input, and incorporating their submissions into your work.

What sets this book apart is the simple template it provides, making it straightforward to apply the principles in a business setting.