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The Go-To Expert by Jon Baker, Heather Townsend

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Part four

Turning leads into clients

In Part 3 of the book, we considered all the different types of marketing activity you would do to generate leads. However, once you have generated a lead, you still need to turn them into a loyal and paying client. This part of the book shows you how to convert your potential clients into loyal clients. It also looks at how to systematically manage your pipeline of potential work so that no opportunity slips through the net.

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