“Selling” professional services: a practical approach ‐ Part I

Abstract

A two‐part article developing the necessary activities for professional firms to compete and develop their business in the late 1990s. Focuses mainly on changing the emphasis from broad‐based marketing to its practical follow‐up via active selling. Introduces a number of concepts in Part I to assist professional firms to realize the full potential that is available from their existing clients.

Citation

Ferguson, C.J. (1996), "“Selling” professional services: a practical approach ‐ Part I", Management Decision, Vol. 34 No. 3, pp. 49-54. https://doi.org/10.1108/00251749610113677