“Devote between 15 and 25% of your working hours to marketing your services”, says the late Howard Shenson, the nationally known and respected Consultant’s Consultant.
The time to market is NOT when you have run out of clients. Market on a regular and consistent basis. Most professionals prefer to spend their time doing creative or technical work. They find all sorts of “creative avoidance” excuses to put off their marketing and selling. They will tell you they are too busy taking care of clients or doing research. However, truly successful professionals recognize that acquiring business is just as important as serving clients.
If Wednesday is marketing day, then Wednesday must only be spent on marketing, regardless of the demands that clients make. Professionals who market consistently can enjoy higher incomes than those who market only when they run out of clients.
If you have difficulty finding time to market while serving clients on a timely basis, then it is time to expand your services by hiring an assistant or by developing subcontractor relationships that can help you.
Until next time.
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