I was recently asked what’s the biggest hurdle to long-term commitment to business development?

I believe the biggest obstacle remains the lack of understanding of just what marketing is in professional services.  Simply put, it is the nurturing of relationships. Everyone has the ability to do this – uniquely and independently.  In today’s marketplace, each and every professional is capable of – and really has an obligation – to help to grow the practice.  The most successful CPA firms are those who demonstrate the value of focusing on business development by regularly communicating success stories in a way that shows everyone HOW and WHY it works.

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