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All of this is to say: manage the perceptions of your clients. They are drinking in the look, the feel and the sound of your firm at all times. Your signage, how hard you are to find, what the parking is like, whether or not your website and letterhead match, the sound of the receptionist’s voice when she answers the phone -- all must be welcoming and consistently professional in look and feel. According to B. Joseph Pine and James Gilmore, authors of several best-selling business books, we are in the Experience Economy. Today’s sophisticated consumers seek an elevated experience when they buy goods or services.

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