CHAPTER 1
Identify the clients you want and deserve
Marketing is not only much broader than selling; it is not a specialised activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.
Peter Drucker
Professionals will at some point in their career need to win new business. This often occurs soon after the professional has been made partner or starts their own practice. Or it may happen when they have exhausted all available referral opportunities in their networks and friendships. Either way, new business generation plateaus, and possibly even ...
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