Always Be marketing

As the New Year rolled around, I, as I am sure many of you, either made resolutions or set new plans in motion.  One area of business that gets a lot of attention, especially in the beginning of the year, is marketing.  Budgets are created, plans are drafted, presentations are scheduled, etc.  Most of us focus on either keeping existing clients happy and/or attracting entirely new ones.

I want to share with you a few examples of recent referrals that I received that certainly did not fit the so called “mold” of new business generations.

First, I received a call from a gentleman whose name sounded vaguely familiar but I couldn’t quite remember.  He said that he was a person that had a litigation against one of my clients.  Essentially, he was my client’s adversary.  The case was approximately six years ago!  He needed representation on a new legal matter and wanted to meet to discuss the possibility of retaining my services.

The second instance was a referral, who I had utilized to do business on my behalf.  Essentially, I was his customer.  There is much to learn, I believe, from these two examples.

First, you never know who is “watching.”  Therefore, always conduct business ethically and with respect towards others, even if they are not on your side, i.e., treat others as you would like to be treated.

Second, don’t be afraid to ask for referrals from the people you are actually doing business with, i.e., your accountant, insurance agent, pool person, gardener, etc.  If you are a good customer, they are likely to refer you.

The bottom line is, in one way or another, we are always marketing.  So, remember “Always Be Marketing.”

Written by Attorney Eddie A. Pantiliat,

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