Personal Marketing Plans for Professionals

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

From AICPA PS/Tech & Assoc for Accounting Marketing Combined 2012 Conference

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Personal Marketing Plans for Professionals

  1. 1. Personal  Marke,ng  Plans   for  Professionals   h1p://slidesha.re/pmp-­‐pstech     By  Michelle  Golden  #PSTECH      #AAMKT      @michellegolden  
  2. 2. 5  Keys  to  a  Doable  Plan  1.  Understand  what  you  (or  your  professionals)   will/won’t  do  &  why,  before  you  start  2.  Be  realis,c,  don’t  overcommit  3.  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  
  3. 3. Marke,ng  is…    the  on-­‐going  process  of     1)  ensuring  repeat  business  from            exis,ng  clients   2)  appealing  to  poten,al  clients     Michelle Goldengoldenprac,ces.com   3  
  4. 4. How…   VISIBILITY   +     CREDIBILTY     +     REASSURANCE  
  5. 5. Why  Clients  Leave  Firms  68%      Individual  Treatment  15%      Technical  Quality        7%      Price  is  Too  High  10%      Other   Wall Street Journalgoldenprac,ces.com   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,ces.com   6  
  7. 7. Percep,on  of  Performance   Time  goldenprac,ces.com   7  
  8. 8. 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   8  
  9. 9. Indiv   PG   Indiv   Firm   Indiv   PG   Indiv   Indiv  goldenprac,ces.com   9  
  10. 10. Marke,ng  Plan  Approach   Filling  the  5  Buckets.  
  11. 11. Energy  alloca,on  
  12. 12. Energy  alloca,on  
  13. 13. Golden  Ac,on  Wheel   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   Current (studies,  surveys,     R&D Succession/Transi(on   Clients Service  Grid   ID  KPIs/sector)  Worthiness  of  Trust     Credibility Referrers (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  
  14. 14. Golden  Ac,on  Wheel   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   Current (studies,  surveys,     R&D Succession/Transi(on   Clients Service  Grid   ID  KPIs/sector)  Worthiness  of  Trust     Credibility Referrers (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  
  15. 15. _______________’s  Personal  Marke,ng  Ac,ons   Current R&D Clients Credibility Referrers New Bizgoldenprac,ces.com   19  
  16. 16. Marke,ng  Plan  Framework  1.  Clarify  your  purpose  2.  Ar,culate  the  details  in  your  approach  3.  Document  your  expecta,ons  
  17. 17. Purpose:  Clarify  •  Who/Where   •  Specify  company,  person,  or  audience  at  core  of  the   ini,a,ve     •  For  credibility  or  R&D:  this  might  be  a  publica,on  or  an   associa,on  •  So  That   •  Clarifies  short-­‐  or  long-­‐term  objec,ve  that  is  the  purpose— the  desired  “effect”—of  interac,ng  with  the  Who/Where    •  By  When   •  When  will  objec,ve  be  complete  or  goal  reached     •  If  unclear,  your  Who/Where  and  So  That  need  more  work;   try  breaking  into  smaller  pieces  
  18. 18. Approach:  Detail  •  How/Steps   •  Define  each  step  and  resource  involved  in   ini,a,ve—these  are  the  “tac,cs”  •  When/Steps   •  Represent  the  chronology  of  the  steps  in   implemen,ng  the  tac,cs  
  19. 19. Approach:  Detail  (a  seminar)  1.  Month  6:  “speak”   Don’t  forget  postevent:  Back  up  from  event…   6.  Month  6:  “follow  up  2.  Month  5:  “finalize  &   with  no-­‐shows  &  key   rehearse”   a1endees”  3.  Month  4:  “draw”   7.  Month  7:  “turn  speech  4.  Month  3:  “research   into  an  ar,cle  (SEE)”   topic”     8.  Month  8,  9,  10:  5.  Month  2:  “plan  venue   “personal  interac,ons   with  key  a1endees”     &  promote  event”   (add  them  as  new  6.  Month  1:  “choose   prospects  or  RSs)   topic  &  audience”  
  20. 20. Expecta,ons:  Set/Manage  •  How/Assess   •  Document  exactly  how  you’ll  know  that  your  objec,ve  or  goal  is   met   •  Ties  back  to  your  “So  That”     •  Some,mes  sta,s,cally  measurable,  some,mes  subjec,ve   •  Subjec,ve  is  okay  IF  agreed  in  advance  that  subjec,ve  measure   will  be  sufficient     •  Indicate  how  periodic  “progress”  might  be  assessed  if  the   objec,ve  spans  many  months  or  years  •  When/Assess   •  Clarify  at  what  points  it  will  be  appropriate  to  gauge  progress   and  when  to  perform  a  final  assessment  of  your  outcome  
  21. 21. Plan  Doc    
  22. 22. 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,  referrers,   &  prospects  •  Break  down  into  small  steps  (don’t  skip   planning  the  follow-­‐ups!)  •  Think  now  because  you  won’t  later  goldenprac,ces.com   21  
  23. 23. Sample  1  Year  PMP   Yeah,  I  know  you  totally  can’t  read  this.  It’s  just  for  big-­‐picture  perspec,ve.    goldenprac,ces.com   22  
  24. 24. 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)    Coordinate  w/other  people  as  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  
  25. 25. 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  
  26. 26. 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  
  27. 27. Thank  you.  michelle@goldenprac,ces.com  goldenprac,cesinc.com  goldenprac,ces.com  (blog)  @michellegolden  (twi1er)  

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