Dozens of books have been written about marketing professional services. Most focus on the advertising and promotion of the firm, based on an assumption that marketing resources are already in place; other books present professional services marketing as a client-acquisition process with a misplaced focus on the ‘selling’ task. Our focus is to help you, the individual practitioner, develop those personal skills that will enhance your profile within the profession, and among your prospects and clients. All the activities we suggest relate to the skill set and personal qualities that every practitioner needs in order to secure more prospects and win more clients. We are confident that, irrespective of your profession, the ideas in this book will equip you with the skills to expand your client base and, most importantly, boost your revenue stream.
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