Personal Marketing Plans for Professionals

Personal Marke,ng Plans for Professionals By Michelle Golden

5 Keys to a “Do-‐able” Plan 1.  Understand what you (or your professionals) will/won’t do & why, before you start 2.  Be realis,c: don’t over-‐commit 3.  Ensure goals are worthwhile – quality over quan,ty 4.  Devil’s in the details – deal with ‘em up front 5.  Be sure you can measure & decide when goldenprac,ces.com 2

Purpose in Marke,ng What we should do.

Marke,ng is… the on-‐going process of 1) ensuring repeat business from exis,ng clients 2) appealing to poten,al clients Michelle Golden goldenprac,ces.com 4

Why Clients Leave Firms 68% Individual Treatment 15% Technical Quality 7% Price is Too High 10% Other Wall Street Journal goldenprac,ces.com 5

What They Really Mean (the“Ps”) •  “Poor communica,on” •  “Patchy service” •  “Piecemeal advice” •  “Poor follow-‐through” •  “People aren’t a ﬁt” •  “Persuasive compe,,on” goldenprac,ces.com 6

Percep,on of Performance Time goldenprac,ces.com 7

Client Departure At the midpoint of sa,sfac,on, where clients are neither dissa,sfied nor highly sa,sfied, the client reten,on level was only 20% percent. Customers will stray the instant: 1.  They’re no longer completely sa,sfied AND 2.  They have a new op,on available Harvard Business Review Study goldenprac,ces.com 8

What Do Clients Want? •  Understand my business •  Variety of services •  Convenience •  Certainty in price •  Relate to me well •  Don’t just iden5fy a problem, help me solve it Wall Street Journal, Golden Practices goldenprac,ces.com 9

Keeping Clients How to Keep Companies from Switching •  Expecta,ons managed well (no nega,ve surprises) •  Responsiveness (feel like they’re your only client) •  Quick to no,ce when something is amiss (create an early warning system!) •  Insights and ideas •  Posi,ve interac,ons (rela,onships) •  Refer business TO them goldenprac,ces.com 10

Classic Marke,ng Cycle goldenprac,ces.com 11

Classic Marke,ng Cycle ✓ goldenprac,ces.com 12

Why Firms Do What They Do Be aware of opera,onal reali,es. Plan accordingly.

Growth Pressure Points OINTS GROWTH PRESSURE P Infrastructure Compensa,on Products & Growth Services Criteria Capacity goldenprac,ces.com 14

Marke,ng Plan Approach Filling the 5 Buckets.

Indiv PG Indiv Firm Indiv PG Indiv Indiv goldenprac,ces.com 16

Personal Marke,ng Ac,vi,es Skill/Svc Clients Dev Credibility COIs New Biz goldenprac,ces.com 17

Personal Marke,ng Ac,vi,es Expecta(on Management Innova(on (new solu,ons/ Conversa(ons/Listening products, dev processes, Debriefs (BARs/AARs) improve eﬀec,veness) Delega(on Con(nuing Ed (new, Face Time advanced) Industry/Org Par(cipa(on Apply Industry Knowledge Skill/Svc Current Succession/Transi(on (id KPIs/sector, studies, surveys) Dev Clients Service Grid Worthiness of Trust Credibility COIs (behavior, impression, Conversa(ons/Listening respectable ext/int) Clarify Messages (educate) Competence Face Time/Follow-‐up (write, speak, lead) Reciprocity/Reward (track) Capability Evidence New Biz Target (case studies, Align tes,monials, representa,ve clients,) Involvement (visible in core markets) ID/Study/Reﬁne Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness goldenprac,ces.com 18

_______________’s Personal Marke,ng Ac,vi,es Skill/Svc Dev Clients (or R&D!) Credibility COIs New Biz goldenprac,ces.com 19

PMP – Grid Format Who/ So That… By When Where (or “un,l”) Jan Feb Mar actual short-‐ or long-‐ date or measure task task task human’s name term objec,ve + co, org, assoc, or pub BILL @ BANK KNOW BETTER 4 TOUCHES 2010 INVITE LUNCH THANK ORG SPEAK FOR 2x BY DEC 2011 ATTEND CTTE CALL ESTATE LEARN COLLEGE 2 COURSES in 2010 LOCATE BOOK ATTEND PLANNING GRP PLAN METHODS goldenprac,ces.com 20

Devil’s in the Details •  Org, person, or when & how you’ll ID the persons (Hint: early!) •  Phone numbers & or email in ﬁelds •  4 touches minimum/yr for all clients, COIs, & prospects •  Break down into small steps (don’t miss follow-‐ups) •  Think now because you won’t later goldenprac,ces.com 21

Sample 1 Year PMP goldenprac,ces.com 22

Reasonableness: Revise as Needed!   Time expenditure and ,ming reasonable?   % of “wins” (1 in 3 qualified opportuni,es is avg)   # items reasonable by month? (start small)   Make every task count (First Research, LinkedIn, etc)   Other resources available/needed   75% in comfort zone, 25% “stretch”   Tasks complete enough to be calendared – if not, fix Can combine all PMP goals, check against firm goals goldenprac,ces.com 23

Follow up & support •  Structure accountability •  No repor,ng mechanism = minimal progress •  Monthly or bi-‐monthly check-‐ins are usually enough •  Plan coaching •  Plan evalua,on/grading (self & by others) •  Lots of recogni,on & praise •  Consider a “marke,ng milestones” report goldenprac,ces.com 24

Measurable Marke,ng Results If executed well, •  Client reten,on and longevity •  Recrui,ng, reten,on and morale •  Increasingly excellent customer service •  Increased revenue from exis,ng clientele •  New business of the RIGHT type goldenprac,ces.com 25

Thank you. michelle@goldenprac,ces.com goldenprac,cesinc.com goldenprac,ces.com (blog) @michellegolden (twiver)

http://goldenmarketing.typepad.com	752
http://www.stemlegal.com	248
http://www.slideshare.net	61
http://www.goldenmarketing.typepad.com	17
http://www.lmodules.com	7
http://translate.googleusercontent.com	7
http://www.ishade.com	7
http://www.e-presentations.us	2
file://	1
http://webcache.googleusercontent.com	1
http://promeditor.com	1

Personal Marketing Plans for Professionals

by Michelle Golden on May 13, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

11 Embeds 1,104

Statistics

Personal Marketing Plans for Professionals — Presentation Transcript