Inside the Buyer's Brain Why do companies select one professional services firm over another? What do they really value in the firms they hire? And how do you build a firm that engages your audience - one that is primed for growth? Research-Based Insights In this groundbreaking new book from Hinge, you get answers to these questions and a peek at the research behind them. You'll learn why there is so much friction between buyers and sellers and what you can do about it. Discover what qualities clients look for in a professional services firm and what one trait will tip the scale in your favor. And find out what changes you can make to attract fiercely loyal clients who will make referrals more often. Inside the Buyer's Brain equips you with a new perspective on the professional services marketplace. Once you understand what motivates your target clients and what mistakes to avoid, your firm will have new leverage - and a true advantage - in the marketplace. What You'll Learn Several critical gaps separate buyers from sellers How to bridge those gaps and think more like your clients What winners do differently to close the professional services sale How to expand the relationship with your clients Techniques for getting more referrals How to build an engaging brand that stimulates growth What's Inside Introduction Part I. Looking Inside the Buyer's Brain 1. Buyers vs. Sellers 2. Turning Buyers into Believers 3. The Research Part II. Lessons Learned 4. Target the Right Clients 5. Make the Connection 6. Close the Sale 7. Build Buyer Loyalty 8. Expand the Relationship 9. Get the Referral Part III. Building a Better Brand 10. Get the Strategy Right 11. The Tools You'll Need 12. Build the Brand 13. Your Brand Building Plan: Step by Step Resources About the Authors