Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Personal Marketing Plans for Professionals


Published on

Why and how to go about setting up personal or individual marketing plans for professionals plus tips to help ensure plans are achievable.

Newer version uploaded June 2012!

Published in: Self Improvement
  • Be the first to comment

Personal Marketing Plans for Professionals

  1. 1. Personal  Marke,ng  Plans   for  Professionals   By  Michelle  Golden  
  2. 2. 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,   2  
  3. 3. Purpose  in  Marke,ng   What  we  should  do.  
  4. 4. 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,   4  
  5. 5. Why  Clients  Leave  Firms   68%      Individual  Treatment   15%      Technical  Quality        7%      Price  is  Too  High   10%      Other   Wall Street Journal goldenprac,   5  
  6. 6. 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,   6  
  7. 7. Percep,on  of  Performance   Time   goldenprac,   7  
  8. 8. 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,   8  
  9. 9. 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,   9  
  10. 10. 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,   10  
  11. 11. Classic  Marke,ng  Cycle   goldenprac,   11  
  12. 12. Classic  Marke,ng  Cycle   ✓ goldenprac,   12  
  13. 13. Why  Firms  Do  What  They  Do   Be  aware  of  opera,onal  reali,es.   Plan  accordingly.  
  14. 14. Growth  Pressure  Points  OINTS   GROWTH  PRESSURE  P Infrastructure   Compensa,on   Products  &   Growth   Services   Criteria   Capacity   goldenprac,   14  
  15. 15. Marke,ng  Plan  Approach   Filling  the  5  Buckets.  
  16. 16. Indiv   PG   Indiv   Firm   Indiv   PG   Indiv   Indiv   goldenprac,   16  
  17. 17. Personal  Marke,ng  Ac,vi,es   Skill/Svc   Clients   Dev   Credibility   COIs   New  Biz   goldenprac,   17  
  18. 18. 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,   18  
  19. 19. _______________’s  Personal  Marke,ng  Ac,vi,es   Skill/Svc  Dev   Clients   (or  R&D!)   Credibility   COIs   New  Biz   goldenprac,   19  
  20. 20. 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,   20  
  21. 21. 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,   21  
  22. 22. Sample  1  Year  PMP   goldenprac,   22  
  23. 23. 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,   23  
  24. 24. 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,   24  
  25. 25. 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,   25  
  26. 26. Thank  you.   michelle@goldenprac,   goldenprac,   goldenprac,  (blog)   @michellegolden  (twiver)