Maximizing Profitability - Essentials of Solo PR Client Management
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Inefficient client management is a slow leak on profitability for all independent consultants. From Kellye Crane of Solo PR Pro, make sure you're doing these five things so you can build the foundation of a successful business with effective client management– one brick at a time.
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Maximizing Profitability - Essentials of Solo PR Client Management
- 2. Clients can always find ways to stump us!
- 3. Inefficient client management is a slow leak on profitability
- 4. Build the foundation of a successful business with effective client management– one brick at a time Pre-Qualify Onboarding Control Scope Reporting Growing the Business
- 5. Pre-Qualify Prospects First - is the business worth being won?
- 6. Pre-Qualify Before you produce a proposal: Evaluate if there is a real opportunity Determine fit Identify if there is a defined budget
- 7. Sample Pre-Qualification Questions What challenge led you to seek out PR/Communication services? Do you have a defined budget? Who will have internal ownership of this project / engagement? Have you ever used a PR / Communications Agency/Specialist? What were the results? If the engagement did not go as expected, what do you think should be done differently? Describe what success would look like for you What is your timeline? When will you be making a decision? What date would you like to begin, and what is the duration of the project / engagement?
- 9. Start Your Partnership Right
- 10. Sample Onboarding Questions Who are the primary and secondary contacts for document approvals? What has been the single most successful action in your communications strategy? What has been the least effective action in your communications strategy? What milestones or other timeline-related activities should we know about? Have any components of the initial goals discussed changed? If yes, how? What is your internal project reporting process? How often do you require updates or status meetings?
- 11. Take Your Time
- 13. Your clients aren’t helpless
- 14. Clearly Define Scope in the Contract Free 45 page ebook, co- written with Jenny Schmitt Sign up: Soloprpro.com/newsletter Retainer of $X,XXX per month includes a minimum of XX hours a month and a maximum of XX hours per month of senior level communication services. If at any time a project or opportunity requires more than the maximum of XX hours within one month, a review of additional compensation on a per hour basis will be discussed and agreed to by both parties. Out of Scope – List activities not included as part of the fees outlined
- 15. These aren’t your only choices…
- 16. Tips for Difficult Conversations 1. When possible, plan ahead for what you’ll say 2. Don’t be afraid of silence! 3. Stay firm – win more respect 4. “Active listening”– reflect what they’re saying back to them 5. Backup your position in writing 6. Make recommendations/suggest alternatives 7. Keep in mind most people are responding to pressures within their own jobs
- 17. Remember: You’re In Charge!
- 19. Strategy
- 21. Overview Report Executive Summary Note the areas of focus for the month, and highlight any key wins/results. Objective 1 (from your Plan) Result/Progress: Bulleted List of metrics Next Steps: Bulleted List Additional Recommendations: Bulleted List Identify/recommend additional programs here, if appropriate
- 26. Thank You! Solo PR Pro Free Resources: Sign-up for our free bi-weekly newsletter with PR tips, tools and news: http://soloprpro.com/newsletter Blog: soloprpro.com/blog Twitter: @SoloPR Facebook: https://www.facebook.com/SoloPRpro LinkedIn Group: http://linkd.in/SoloPR Learn more about Solo PR PRO Premium: http://soloprpro.com/join Kellye Crane Email: kellye@cranecom.com Twitter: @KellyeCrane LI: linkedin.com/in/kellyecrane/
Editor's Notes
- When a prospective client requests a proposal, do you excitedly hop right on it? Most veteran Solo PR Pros have learned that the best course of action is to take a deep breath and carefully probe for additional information first. Evaluate if there is a real opportunity (Are they trying to leverage information to get a better rate from a current provider? Are they gathering information to determine if this is something they may have interest in implementing?) Determine fit (Does the company culture align with yours? Are the expectations realistic?) Identify if there is a defined budget (Budget signals a commitment and allows you to determine the scope of work)
- A pre-proposal interview also ensures that the written proposal is simply a validation of what has already been discussed.
- Now the contract is signed – congrats!
- There’s usually a honeymoon phase – but don’t let it overshadow the groundwork you need to do
- Clients are often raring to go! Put the brakes on and don’t dive in too quickly – you’re still getting to know each other, and mistakes can be made at this stage.
- Avoid the disease to please
- This is business. We’re all professionals, and clients should respect your need to run your business profitably.
- No one can make you do anything you don’t want to do. Even if the client is disappointed, remember it’s highly unlikely anyone else would do what they’re asking either!
- All month long, pay attention to your metrics and think about what you’ll be putting in your reports. If things are slow, look at neglected areas to shore up.
- Identified as part of your measurement and reporting – look at easy-to-add projects and programs to suggest.
- Often – because you’re close to the data, you’re on the outside, etc. - you have a more strategic, big picture view than your client. Highlight issues and opportunities coming down the road, get new business and be the hero!
- Happiness when your business is built atop this solid client management foundation!