By Michael W. McLaughlin, Contributing Editor
Most consultants know what they want to achieve with their marketing: to create a profitable demand for their services by giving themselves high-value visibility with their professional networks and targeted clients.
This works, but it overlooks one important group of potential business: the organizations that compose their client's supply chain, specifically their client's suppliers and customers.
Customers Are Clients Too
Consultants can look forward in the supply chain, to the client's customers, for new opportunities. One consulting team, for example, assembled an industry-wide panel of executives that included the client's biggest customer plus others in the same industry.
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