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Emails Do Not End in Handshakes
“Emails do not end in handshakes.” That is the headline from a recent British Airways ad aimed at encouraging business people to head across the pond for a good old-fashioned face-to-face meeting. Their message is spot on.
Certainly, social media, email, cell phones, faxes and so forth have all made it much easier to stay connected with your clients. But if you believe that social media is the only path to retaining your clients and facilitating closing skills, you need to reconsider. Your clients and prospects would tell you that they value the one-on-one time that an in-person meeting provides.
Certainly, the marketplace is crowded and competition is fierce. But savvy law firm marketers understand the unprecedented opportunity available today. The companies that will survive — and thrive — in this environment are those that understand that the old ways of marketing — filled with one-way communication, marketing hype and firm-focused messages — simply does not work anymore.
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