Over the past several years we have found that many people are more comfortable taking a reactive approach to business development. While it is clearly easier and preferable if prospects come to us, either by referral, word of mouth or as a result of advertisments, it is also difficult to manage a process in which we take a primarily reactive role.
It is best, therefore, to become proactive in at least some portion of your business development effort. You'll be happy you did, especially if the referrals or responses to your ads begin to diminish!
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