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

Creating an effective prospecting programme Many sales people, especially those new to sales, often take it personally when a prospect says ‘NO’ and fail to persist with their prospecting efforts while others turn prospecting into stalking not knowing how to engage a prospect effectively. Either way these people are failing to favourably and persistently position themselves with prospects thus limiting their sales opportunities further. In sales there is a fine