"How Service Buyers Buy" by Michael Schultz

"In the area of marketing and selling professional services, if you go back thirty years ago, it was mostly having three-martini lunches with the people at the club and they'd get to know professional services providers. Now the competitive landscape of professional services has gotten much more like running a business. Just in the last five or ten years, the competitive dynamics have changed from twirling your pinky in your martini to 'How do I grow this firm?'"

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