Imagine folks at McKinsey & Co making cold calls to the CEO offices of Fortune firms to get a meeting for a consulting gig! Not a chance.
Does that mean they don’t sell their services? Sort of.
McKinsey does not SELL their services, they MARKET them.
Which means instead of working the phones to get engagements, they wait for the phones to ring!
And ring they do.
So, how did McKinsey manage it? And what could rest of us possibly do to get the same McKinsey Effect working for us?
I’ll continue with some ideas/suggestions on this theme in my next post(s). So stay tuned in.