Show Notes: David Newman is a Certified Speaking Professional (CSP), marketing expert, speaker, and founder of Do It! Marketing. In this episode, Will Bachman and David discuss his new book, Do It Selling. The book is organized with 77 instant action ideas that can be used to land better clients, bigger deals, and higher fees. The book is  divided into micro chapters which focus on topics such as understanding the sales process, creating an ideal customer profile, building relationships with potential clients, using content to create credibility, and closing more sales. Additionally, the book includes many stories, case studies, and advice from David's own experiences. The goal of the book is to help independent consultants learn how to market and sell their services effectively.  David talks about the fact that many consultants and professional services firm principals love the work but not the sales aspect. David explains that one needs to upgrade their sales brain to be successful in sales. The idea is to replace the words ‘selling’ and ‘sales’ with invitations to conversations and reframe the idea of selling to connecting.  Lead Generation and Client Communication Ninja Tricks He encourages people to change how they view sales to  be less  focused on chasing and persuading, and more focused on the qualifying, sorting, and filtering business rather than chasing and persuading. He encourages a shift from taking an inferior vendor stance trying to persuade the client of your value to that of a casting director for whom the clients are auditioning. He moves on to the idea of targeting the clients you want and launching intentional and specific relationships to open doors rather than “taking what comes.” This puts the seller back in control of their lead generation and prospecting, and allows them to be more proactive and hold better conversations. The crux of this approach is to lead the client to want what you do. David talks about the current approach to cold calling and prospecting when generating leads, and how the approach should be more about serving before selling and helping before pitching.  He suggests making an “active 20” list and gives tips on how to reach out to and warm up those contacts and avoid your proposal landing in a black hole. David offers tips on how to connect with clients through being where they play, write where they read, and be where they attend. He talks about checking into trigger events in the industry you are targeting such as upsizing, downsizing, mergers and acquisitions etc. This entails doing thorough research on the client and understanding the clients’ situation to ensure your communication relates to their current situation.  How to Reach Out to Cool Contacts Will and David discuss tactics for reaching out to cool contacts. David suggests apologizing for the lack of communication and to follow with a direct and authentic request to catch up on where they are and where they are going – but not to sell. He also offers a few  ninja tricks on how to encourage a follow up conversation. The goal should always be to build a rapport with the customer or client, and to show that your company cares about their needs by demonstrating thoughtfulness, relevance, and value. David offers examples of each to clarify these three points and how this approach works for reaching out to past, present, and future clients to ensure you are perceived as a trusted advisor.  Revenue Acceleration and Business Growth David divides his clients into three buckets: Zero to Hero (consultants who have just left a corporate role), Hero to Superhero (those who have gained experience in their industry and are looking to take their consulting to the next level) and Superhero to Intergalactic (those who have a lot of experience and are looking to take their consulting to a much higher level).  For those in the zero to hero stage, he helps them with lead generation, prospecting, sales, and sales processes. Those in the hero