ABSTRACT
All the tools of your trade as new business generator for a professional service were revealed to you in item 12 of the previous chapter — cold canvass, PR, advertising, direct marketing, print, exhibitions and conferences, training and seminars. The next step is to provide you with an overall plan and then a detailed description of how to employ each of them, to show how they interrelate, with examples and case study material giving practical evidence of their effectiveness. Some of these tools are for you to use yourself, others may require the help of outside specialists. Some are vital, others are optional. Some are expensive, others are cheap. All are a means to an end — to get in front of the prospect and present your professional services: the cold canvass.
