When Your Customer Isn’t the Consumer
For speakers, trainers, and sometimes consultants, the person who actually buys our service (the customer) is not the one who receives our service (the consumer).
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This can create an interesting marketing and sales conundrum. If referral marketing is one of the most effective techniques, but the consumer of your services doesn’t actually buy directly from you, what is a person supposed to do to create a referral marketing strategy?