MARKETING MIX: Book of the week

Win New Business - the desktop guide, by Susan Croft (Thorogood, £16.99).

This book should be in every agency's library. Whether you are a business development supremo or a rookie just starting out, Croft's handbook provides valuable information to help increase your chances of winning business.

Croft spent 14 years with international PR firm Hill and Knowlton and is now a public speaker and corporate trainer. Win New Business is clearly laid-out with useful (if slightly clicheed) pointing finger icons signposting key points.

It goes without saying that the book covers all the usual stuff such as understanding the psychology of selling and analysing customer needs.

What I found particularly refreshing was the fact that the author clearly understands the challenges faced by agencies and individuals in today's competitive world.

How many times have you walked away from a new-business pitch wishing you could be a fly on the wall while the clients discussed your performance?

'From the Customer's Viewpoint' is a whole chapter written by a consultant involved in project managing a recent £200m UK government procurement contract. It's worth buying the book for this chapter alone. Everyone should find something of value in Win New Business.

Lindsay Mason is managing director at LMPR.

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