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.
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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.