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About the Product
Chapter 12 - Lawyers are learning that they cannot simply "market" in the traditional sense, by writing and speaking to their peers ("reputation building"); they are learning that "selling" involves changing the way they approach and manage entire practices. The good news is that they are coming to realize that marketing is best done by delivering extraordinary service to existing clients and by building meaningful relationships within their networks, not by pushy sales pitches and discounting. As lawyers learn this, they become even more receptive to training. Training must, at a minimum, help them improve service and relationship building skills.
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