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Professional Development: The One Thing You Must Do in Your Marketing

By Sara Holtz

If you want your marketing efforts to turn into new business, what one thing must you do? Follow up consistently with those people you want to convert to clients. If you fail to keep in touch with your prospects on a regular basis, your business development efforts will likely fall short of your hoped-for results.

The probability that a single marketing effort ' such as a lunch meeting or a speech ' will result in new business is about 5%. In other words, the likelihood that a single marketing contact will not produce results is about 95%. On average, it takes seven to nine significant contacts before a prospect becomes a client. And it often takes between 18 and 24 months to make those contacts. Marketing is a marathon, not a sprint.

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