“Selling” professional services: a practical approach ‐ part II

The second section of a two‐part article detailing the activities necessary for professional firms to compete and develop their businesses in the late 1990s. The main focus is on changing the emphasis away from broad‐based marketing to its practical follow‐up via active selling. Considers the various aspects of target marketing which can be adopted by professional firms to ensure that they win the maximum number of profitable new clients, at least cost. The main objective is to get the target client to want a meeting with the professional service firm. Looks in detail at ways of establishing contact particularly through published articles, conferences, proprietary research, seminars and networking.