* Attend a networking event and expect it to generate business
* Invest thousands of dollars in direct mail and expect prospects to eagerly call about your services
* Treat your vendors poorly by not paying them on time or not communicating with them in a timely manner
* Misunderstand the differences between advertising, PR, and promotion – and what they can and cannot do for your professional service firm
* Underestimate how important it is for your to address your clients’ PERCEIVED need (i.e., what THEY think they need) vs. what you know they need
You’re playing chess when you…
* Understand that there are right clients and wrong clients for your firm, based on where you want your firm to be in one year, two years, five years – and that your definition of “right” will change over time
* Consider what the right kinds of clients look like for your firm and then carefully develop a roadmap for all marketing activities that align with your definition of “right”
* Use a combination of carefully crafted “touches” to move prospects through your relationship...
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