Cormac o kelly train the trainer

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  • 1. Marketing for Professional Services Firms Marketing For Professional Services Firms ooo
  • 2. Marketing for Professional Services Firms Introduction & Agenda
  • 3. Marketing for Professional Services Firms Two Core Marketing Strategies Marketing to existing clients 6 Tactics Marketing to new clients David Maister
  • 4. Marketing for Professional Services Firms 6 Tactics Brand Brand Superpleasing Courting Nurturing New Clients Existing Clients Broadcasting Brand Listening Brand Brand
  • 5. Marketing for Professional Services Firms “The solution is to choose a small number of the most effective activities and do them consistently” CJ Hayden
  • 6. Marketing for Professional Services Firms 6 Tactics Brand Brand Superpleasing Courting New Clients Existing Clients Nurturing Broadcasting Brand Listening Brand Brand
  • 7. Marketing for Professional Services Firms What is ‘Superpleasing’? Exceeding existing clients expectations so that they will go out of their way to recommend you to others. ‘Ouzos’ Parking Angels
  • 8. Marketing for Professional Services Firms Two Concepts Technical Service Customer Service Car Service Conversation, Communication Drop Off, Coffee Spark Plugs, Oil Change Filters, Tyres Checked Doctors Availability, Affability, Ability (in that order!!) “So did you get good service?’
  • 9. Marketing for Professional Services Firms Avis ‘LoveBombs’ - 98% Repeat business The carpenter and the rabbit The barman - Take a seat I’ll drop it down to you The mechanic - I’ll drop you to the dart.
  • 10. Marketing for Professional Services Firms “It ain’t what you do it’s the way that you do it - that’s what gets results!” Clients experience a professional service. Good Technical Work and Customer Service yield a positive Experience Good (or even excellent) technical work is a given! The opportunity is ……..?
  • 11. Marketing for Professional Services Firms What is ‘Nurturing’? Finding a winning additional business from existing clients outside the current remit.
  • 12. Marketing for Professional Services Firms Benefits of Nurturing • Higher Probability Prospects • Acquisition cost is lower • More Profitable
  • 13. Marketing for Professional Services Firms Nurturing Activities • Run a reverse seminar • Attend client internal meetings • Desk Research / Competitor Analysis “There’s money in them thar hills”
  • 14. Marketing for Professional Services Firms Questions Cormac O’Kelly Social Media Management www.socialmediamanagement.ie