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!
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,ces.com
2
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,ces.com
4
5. Why
Clients
Leave
Firms
68%
Individual
Treatment
15%
Technical
Quality
7%
Price
is
Too
High
10%
Other
Wall Street Journal
goldenprac,ces.com
5
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
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,ces.com
8
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,ces.com
9
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,ces.com
10
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,ces.com
20
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,ces.com
21
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,ces.com
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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,ces.com
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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,ces.com
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