In many cases, they simply walked in the door and said they needed help, and the firm was able to support them. But why that firm over any other firm? They simply don't know, and most have never given it much thought. After all, isn't it good enough that they got the business? Well, no. The problem is that when you don't know why people buy from you, when you don't know their specific needs or their buying impulses, you don't know how to purposely market to those factors to draw more clients in the future. The other side of that coin, of course, is that if you do know the elements and characteristics of your firm that draw clients to you, you can maximize those for future wins.
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