Even the once exclusive professions of accounting, medicine, law and engineering have come to realise that they can no longer survive on referrals and reputation alone; that marketing the firm, whilst it stimulates awareness and interest, is not enough to generate the levels of new business needed to cover the costs of running a professional practice.
Decades ago these professionals relied on their network of referrals. They developed a reputation amongst a select group of their friends that made them an attractive option that brought business to their door. Those days and that situation has however changed.
Today, with universities turning out hundreds of skilled professionals in all walks of life, the potential client base is aware of the alternatives and added pressure on … read more by subscribing.
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