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Cost-of-Sales

Enough about “relationships,” please

The legal marketing and sales literature is inundated with a single word: “relationships.” We’re urged to deepen, strengthen, or expand them. Whichever, it’s always about relationships, whether with suspects, prospects, clients, or former- or dormant clients. Whoever they are, whatever their circumstances, we need to have a better relationship with them. Not. Here's a contrarian view.

What's the true cost of traditional networking?

By “relationships,” most people mean “personal relationships,” which really means “friendships.” According to the common wisdom, you’re supposed to go to networking events, meet people, and initiate a personal relationship with them. OK. Let’s say you do just that. Then what? You'll be surprised at the staggering cost of this approach.