By Michael W. McLaughlin
For decades, professional service providers, including consultants, accountants, lawyers, and others, rarely marketed their services. Instead, they thrived in a cozy world where personal relationships and word-of-mouth generated enough new clients to grow a profitable business. Those days are long gone.
With so many business advisors to choose from, clients can quickly tap the minds of an army of experts for help. To compete in this market, professional service providers must challenge the conventional wisdom on marketing and selling professional services.
A good place to start is to dispel the following five myths.
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