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Rain Making: Attract New Clients No Matter What Your Field [Paperback]

Ford Harding
4.8 out of 5 stars  See all reviews (12 customer reviews)
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Book Description

March 1 2008
Sell and Market Like a Pro!

In this new edition of his classic book, Rain Making, Ford Harding reveals step by step how--even if you've never sold a product in your life--you can become a top performer in your organization. Filled with easy-to-use strategies, checklists, tables, and guides, this book shows you how to:

  • Write articles for professional publications
  • Make cold calls like a sales pro
  • Network to build a lasting customer base
  • Develop a winning sales strategy
With this book at your fingertips, you'll get the marketing and sales skills you need to survive--and flourish--one sale at a time!

Frequently Bought Together

Rain Making: Attract New Clients No Matter What Your Field + The Trusted Advisor + Managing The Professional Service Firm
Price For All Three: CDN$ 43.17

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Product Details

Product Description

About the Author

Ford Harding is the president of Harding & Company, which trains professionals to win new clients. His books are required reading for certification by the Society for Marketing Professional Services. His articles have appeared in Harvard Business Review, the Wall Street Journal, and elsewhere. He lives in Maplewood, NJ.

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Customer Reviews

4.8 out of 5 stars
4.8 out of 5 stars
Most helpful customer reviews
I am the author of the book Futures For Small Speculators and Single Stock Futures For Small Speculators as well as the president of Liverpoolgroup.com.
Our focus is in the futures, commodities, and option business. We trade oil, cattle, gold, currency etc. By being a published author I thought it was enough. Mr. Harding forces you to push the envelope and did a little deeper in order to leverage each one of your talents or skills to move to the next level in client acquisition and more importantly retention. He constantly makes the distinction between "good service" and doing a "good job". They are not synonymous and play an important role in helping you when it comes to rain making.
This book showed me MANY examples of how to guide and direct new business to the company. I was astonished that I was doing somethings right, but the things that I was doing right were being negated by the actions I was doing wrong. This is a great book and was a joy to read. One reading is not enough. This book must be read three to four times with a highlighter and a notepad- so you can write down the numerous ideas that will occur to you as you read the book. Keep handy as a reference. The only thing I wish is that the book had used a slightly larger type face. It is problematic when you want to take notes.
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5.0 out of 5 stars Rain Making: A Review July 10 2003
Rain Making: A Review
I am an applied psychologist and have been plying my trade for the last 26 years, during 23 of which I have been independently employed. The countries in which my clients are located include Europe, Israel and the United States.
After having read the book Rain Making, by Ford Harding, I can whole-heartedly recommend it to professional consultants (for example, accountants, management consultants and the like) who market / promote / sell their services. While I do not know to what degree people who sell, but do not sell consulting services, can benefit from this book, I can safely say that Rain Making is an excellent book for those who do sell such services.
There are a number of reasons that I recommend Rain Making so highly. One is that the methods, techniques and tips that are presented are done so in a very clear and systematic manner. This makes them not only easy to understand but, not less important, easy to remember. Another reason I found the book so satisfying is that the ideas and recommendations it offers actually work! I have applied a good number of them and can safely say that they have increased both my drive and motivation (an essential ingredient for sales success!) on the one hand and my sales, on the other.
Why does Rain Making do such a good job? For one, in addition to presenting concrete and effective recommendations and suggestions, it also presents a sales weltanschauung or world view / ideology which, if adapted, can help make for long-term sales success because it places the client in center-stage, as the factor of prime importance.
In addition, the fact the author has obviously "been there" and actually sold consulting services, enables him to understand my world and the challenges and opportunities of which it is made.
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5.0 out of 5 stars A Toolkit For Professionals June 25 2001
There is not that much in print about marketing professional services, and much of what exists is warmed-over nonsense. Not so with this book, which focuses with deadly precision on what today's professional must do to market well and prosper.
"Though a buyer of manufactured goods seldom thinks about those who produced them," Harding writes, "one who buys professional services almost always does. Unable to try out or even look at a service before buying it, the buyer does the next best thing by assessing what it would be like to work with the professional who delivers it. This means that, sooner or later, all professionals must market if they want to advance their careers and grow their firms."
Harding's book is designed as a self-help guide for professionals who want to stay employed and keep their careers from plateauing. Reviewing time-tested strategies for positioning and visibility, such as writing, speaking, networking, and media exposure, he repeatedly cautions that the professional must take time to do these things as a matter of survival even if time is tight and the firm is not offering much support for these efforts. "It is always better to be doing some marketing than none," Harding states. "Making progress on marketing is as urgent as making progress on a client's project."
Every one of the specific topics, such as writing, making presentations, getting publicity, and so on, has been written about in entire books that can obviously devote far more time to those topics. Yet Harding does a remarkable job of condensing savvy ideas into the space available, and keying them specifically to professional services. The book contains numerous guides, checklists, and samples to help get each idea off the ground.
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If you're someone to whom networking comes easily or have extensive experience in attracting new clients, some of this material may not be new to you. However, if you're not that comfortable with finding new clients and you're looking for a system flexible enough to accommodate different approaches, this is an extremely useful book. Harding is obviously an intelligent guy. The book is full of concrete, understated advice that you can actually put into practice---not hyped-up sales talk.
He does make one or two points that may be impossible to implement, such as "Specialize in something early in your career." Obviously you can't do this if you're well into your career. But he gives a lot of practical advice anyone can heed, for example, to update your bio after every major project.
He gives good advice about how to deal with journalists and get publicity, i.e., become a source. Don't promote yourself, just provide information reporters need to write their stories. Once you become a regular source, your name will be mentioned often enough. (He also has a good section on how to be quotable).
The single most trenchant observation is stated early in the book: networking is, first and foremost, about finding ways to help other people. It sounds a bit pollyanna-ish, but it's true, and if you keep this in mind, the whole networking process becomes much less distasteful and "slimy" to those inclined to view it as such.
An excellent business book, whether one is an independent consultant or working in a large firm.
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Most recent customer reviews
5.0 out of 5 stars Packed with Knowledge!
Every professional service provider or consultant should own this handy marketing guide. Concise and smoothly written, it delivers essential information without beating around the... Read more
Published on May 19 2004 by Rolf Dobelli
4.0 out of 5 stars The Perfect Book For Small Businesses
When I started my business, I wasn't sure how to begin marketing, and ordered this book. I believe it is the only book I will ever need. Read more
Published on Feb. 5 2002 by "justiss"
3.0 out of 5 stars Good read for selling consumer products
For sales that are not to complex this is an outstanding read covering the basics of lead generation and relationship building. Read more
Published on Oct. 10 2001 by Robert Burns
5.0 out of 5 stars Excellent, well written, practical guide
The author has a great style and offers much more that theory.This is a well written pratical guide on how to... read it!
Published on Oct. 8 1999 by dcl730 (david.lawrence1@juno.com)
5.0 out of 5 stars A system to assure a continuing flow of new clients.
Providers of professional services share a common problem -- that of maintaining a continuing flow of new business opportunities. Read more
Published on Jan. 7 1999
5.0 out of 5 stars This book is my "Small Business Bible"!
As a solo practioner, this book has helped me market myself and attract new clients. It is the single best book I have found on marketing for a small business. A must!!
Published on Oct. 28 1998
5.0 out of 5 stars Full of Practical Wisdom
What is a rainmaker?
Rainmakers have the ability to gain access to decision makers while they have high concern about confidentiality and are still in the process of... Read more
Published on July 14 1998
5.0 out of 5 stars An absolute must for anyone in an intangible service!
I am in a national market in a very unique company. I always felt as if there was no one to benchmark against...until I read this book. I could have been written just for us. Read more
Published on April 5 1997
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