I talk with many firms about their marketing activities. Referrals are still by far the main source of new clients. The question is, what else should firms be doing? What can partners and managers do to encourage referrals? The first answer is actually asking their clients for referrals. I have also been asked for a good reference book on the topic, I suggest Interested firms should read David Maister’s ‘The Trusted Advisor’.
Firms with whom we work have also had success with internet marketing, community advertising, business seminars and active networking. Social networking is slowly making its mark as firms seek to attract a younger client base. It seems to me that that success in marketing professional services requires time, motivation and the courage to step outside your comfort zone. For every firm that says ‘that won’t work’, I see other firms achieving success with the same approach.
How much time do you devote to marketing your firm, is it more than 5% of your hours? Associated with this what are smart firms doing to attract the new generation of clients?
Dale Crosby, Business Aptitude
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