Strategy and the Fat Smoker

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Career Development

Strategy in Professional Businesses

Managing Professionals: Attitudes, Skills and Behaviors

Marketing Professional Services

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Maister Moments
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Marketing To Existing Clients


Most professional organizations spend the overwhelming majority of their non-billable, business generating hours on chasing new clients even though it has the least probable R.O.I. We will examine the alternatives and their relative effectiveness.


00:40 — Introduction

01:27 — Investing in existing relationships vs. new sales generation

02:40 — Four places in marketing for non-billable time

03:54 — An R.O.I. comparison of non-billable hours

10:07 — A real world example of the merits of relationship building as non-billable time

14:23 — Why we choose the lowest probability marketing actions

17:19 – Conclusion