you only have three things to sell.
by bruce marcus
professional services marketing 3.0
it took about five years before the true meaning of the 1977bates v. state bar of arizonadecision finally dawned on the professionals.
more marcus:the delicate art of positioning your firm in the mind of the prospect|who’s better at marketing?lawyers or cpas?|even a random disaster can be controlled with risk management|managing risk in client relations|your clients love you? what if you’re wrong?|the three degrees of risk|four essential habits for building client trust|the nine hallmarks of a marketing culture|the four cornerstones to building a marketing culture|getting the client is only half the battle|practice development: it’s not rocket science|nine fundamentals for a healthy marketing culture in an accounting firm
editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
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the professionals gradually came to realize that the decision meant that, for the first time in the memory of most practitioners then alive, they could now openly solicit one another’s clients – a practice that most professionals had never done before, nor had been allowed to do. it meant that the professionals had to face – and learn to deal with – not merely the polite and collegial competition of the past, but aggressive competition.