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Focus On Your Client’s Concerns, Not Yours

Attract new fees instead of chasing them.

By Martin Bissett
Winning Your First Client

Let’s start with two simple definitions to avoid any confusion:

  1. The purpose of marketing is to create the opportunity.
  2. The purpose of business development (sales) is to convert that opportunity into a paying client.

MORE: 4 Reasons Selling Is Hard | If You’re Selling, You’re Doing It Wrong | 8 Questions for Business Success | Why Believing in Yourself Matters | What Partners Don’t Tell You | Don’t Wait for Business to Come to You | Your First Sale Is to Yourself
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When we meet with prospective clients – and I say this as someone who has sat in on many hundreds of meetings of this nature – we rarely give potential clients a reason to buy from us that they care about.