By Barbara Bix and Melissa Josephson Edwards
Chances are your professional services firm gets a lot of its business from referrals:
- A current or previous client recommends your services.
- Colleagues in a complementary field recognize a need that you can address for their clients.
- A marketing consultant calls you because one of her clients heard you speak at a conference or read an article you wrote.
While these introductions are effective when they work, they are far too random to generate new business predictably.
How often do you miss opportunities because a prospective referral source fails to recognize a need that your company can address – or just doesn't remember you when he or she encounters an organization that could use your professional services? If this happens regularly, it may be time to develop a marketing strategy for systematically generating referrals.
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