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  CONTENTS >> LEADERSHIP   April 2003
 
EXECUTIVE SUMMARY

Sell Them on the Profession First

How to use a great third-party endorsement.

By Frank Keefer



Even before selling someone on your company or your products, there’s an initial step you need to be aware of: selling the profession itself. The best way to do that (as with all aspects of recruiting) is through a third-party validation. Keefer outlines an approach using Networking Times itself as a powerful and persuasive marketing tool.
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