What are the advantages of cultivating relationships with the media?
The most important one is that relationship can lead to your name and, more importantly, your firm name appearing in print. By appearing in print, it develops not just recognition on a more consistent basis by potential prospects, but it also leads to our appearance to a group who may not know of us as an expert in an area in which they’re looking for solutions. Q. How do you cultivate relationships with your clients? It begins from the first introduction to the prospect. We initiate a program that we call ‘discovery.’ … We go through discovery to really learn from that first meeting with a prospect of what’s important to them. We really probe. When we first meet with a prospect, it’s all about us asking questions about what’s important to that prospect. That is the way we’ve found to be successful to immediately establishing that relationship. That’s in contrast to what we first did when we began Buckingham. The first thing we did when we met a prospect was all about telling them ho
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