denotes premium content | Nov 20 2008 Feature
posted 7 Mar 2008 in Volume 2 Issue 6
Opinion: Understanding clients
The return of the Spice Girls and their Wannabe anthem offers a timely reminder to professional services marketers of the requirement to understand and deliver the needs of their clients. This is best achieved by listening instead of telling and by acting on the basis of a deep understanding rather than a range of self-serving suppositions.
An area that is still clouded in mystique for many lawyers is how clients go about making decisions about which firm to use for a particular matter.
However, the theory is clear and provides excellent guidance into the ways in which complex decisions are made together with the psychology that is at play in the mind of the individual decision maker.
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