THE UNIVERSAL MARKETING CYCLE
Marketing and sales for the professional services business operates on a predictable cycle, with four separate stages:
1. Filling the Pipeline
2. Following Up
3. Having Sales Conversations
4. Closing Sales
The activities that take place within each stage of the cycle will vary depending on your business, but the cycle is the same for everyone. Knowing more about how this cycle works will enable you to determine exactly where to focus more time and energy in your marketing.
Figure 2-1 depicts the Universal Marketing Cycle as if it were a water system. At the top are the collection buckets for the prospects, contacts, leads, and referrals with which you are filling the pipeline. On your desk, computer, or favorite ...
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