CHAPTER 4
You're in the relationship business
There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him/her and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.
Peter Drucker
Marketing the old-fashioned way is irrelevant today. It's everyone's responsibility to market and promote the practice, especially the partners. Being the owner or a senior partner does not abrogate that person's responsibility to engage in marketing. Professional services is a relationship business — it's ...
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