CHAPTER 8DELIVERING THE GOODS
TAKING THE EXPRESS LANE
There is nothing illegal, immoral, or unethical about marketing while you are delivering. They are parallel endeavors. Yet many consultants “shut down” when delivering, some of them even refusing to respond to voice mail and e-mail. There is a name for this mode of operating: stupid.
SUSTAINING BUSINESS
It is far less expensive and far less labor intensive to sustain and perpetuate existing business than it is to acquire new business. In fact, the acquisition of new business is one of the hardest endeavors for anyone without a very strong brand and market gravity (which attracts clients to you). One of the reasons it’s so easy to find subcontractors to help you deliver business (and free up ...
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