Get the Word Out

“For independent planners, the thought of marketing themselves is akin to dental surgery.” That's how Sheila Harris, president of The Harris Group, a marketing consulting firm in Arlington, Va., puts it. According to the results of a recent Harris Group survey of independent planners, she's right: A full 97 percent rely on referrals to get business, and 89 percent rely on networking.

And that's all they do.

“After every event, I ask the corporate executives or pl

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