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In fact, McKinsey sells, but it uses an indirect approach. Instead
of cold calls and mass mailings, the Firm relies almost exclusively
on existing relationships to generate new business. Many of
McKinsey’s engagements are follow-on work (a fancy term
describing an additional project for a client after one is finished).
To build relationships, the Firm markets: it publishes books and
articles; it performs extensive community service (which often has
the added benefit of allowing McKinsey consultants to rub elbows
with the corporate titans who populate so many charitable
boards); and it sponsors topical presentations and workshops. All
of these efforts serve to get McKinsey’s name out there—if its reputation
isn’t enough already—and broadens the Firm’s network of
corporate decision makers, any of whom might be in a position to
call their local McKinsey office with their business problems.

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