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Step four: Push/Pull

Two key factors affect the nature of the opening relationship (Fig. 5.1). The vertical axis measures how close you are to your client, be it through personal acquaintance, previous work or past friendship. This can range from a continuum of "known" to "unknown". The second factor, on the horizontal axis, is the extent to which your marketing is based on a push or pull model. Push is where you target potential clients and then undertake a cold sale. Pull is where the client has identified that you have the particular competency to help resolve a problem.

Figure 5.1. Contact model



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