Build-It-and-they-Will-Come Revisited
In an old post, Build It and They Will Come, I described a common business development fallacy at professional firms. Professionals sometimes think that one heroic effort; a major presentation to a client or a speech at an association or a publication of a thoughtful article; will bring in business. It seldom happens so simply.
In a recent post Seth Godin reports similar fallacious thinking among those who sell products, who believe that one big effort, like a product launch or grand openning will have significant impact on the market. Instead, companies must do the hard work of marketing and selling, going back to the market again and again, says Godin.
Because professional service firms often lag product companies in marketing and sales sophistication, it’s good to learn that the product companies make this kind of mistake, too.