personal marketing plans for professionals
DESCRIPTION
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!TRANSCRIPT
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Personal Marke,ng Plans for Professionals
By Michelle Golden
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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
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Purpose in Marke,ng
What we should do.
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the on-‐going process of
1) ensuring repeat business from
exis,ng clients
2) appealing to poten,al clients
Michelle Golden
Marke,ng is…
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68% Individual Treatment
15% Technical Quality
7% Price is Too High
10% Other
Wall Street Journal
Why Clients Leave Firms
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What They Really Mean (the“Ps”)
• “Poor communica,on”
• “Patchy service”
• “Piecemeal advice”
• “Poor follow-‐through”
• “People aren’t a fit” • “Persuasive compe,,on”
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Percep,on of Performance
Time
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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
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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
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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
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Classic Marke,ng Cycle
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Classic Marke,ng Cycle
✓
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Why Firms Do What They Do
Be aware of opera,onal reali,es. Plan accordingly.
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Growth Compensa,on Criteria
Products & Services
Capacity
Infrastructure
GROWTH PRESSURE POINTS Growth Pressure Points
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Marke,ng Plan Approach
Filling the 5 Buckets.
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Firm
PG Indiv
Indiv
PG
Indiv
Indiv
Indiv goldenprac,ces.com 16
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Clients
COIs
New Biz
Credibility
Skill/Svc Dev
Personal Marke,ng Ac,vi,es
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Current Clients
COIs
New Biz
Credibility
Skill/Svc Dev
Expecta(on Management Conversa(ons/Listening Debriefs (BARs/AARs) Delega(on Face Time Industry/Org Par(cipa(on Succession/Transi(on Service Grid
Conversa(ons/Listening Clarify Messages (educate) Face Time/Follow-‐up Reciprocity/Reward (track) Target Align
Innova(on (new solu,ons/ products, dev processes, improve effec,veness)
Con(nuing Ed (new, advanced)
Apply Industry Knowledge (id KPIs/sector, studies, surveys)
Worthiness of Trust (behavior, impression, respectable ext/int)
Competence (write, speak, lead)
Capability Evidence (case studies, tes,monials, representa,ve clients,)
Involvement (visible in core markets) ID/Study/Refine
Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness
Personal Marke,ng Ac,vi,es
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_______________’s Personal Marke,ng Ac,vi,es
Clients
COIs
New Biz
Credibility
Skill/Svc Dev (or R&D!)
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PMP – Grid Format
Who/Where
So That… By When (or “un,l”)
Jan Feb Mar
actual human’s name + co, org, assoc, or pub
short-‐ or long-‐ term objec,ve
date or measure task task task
BILL @ BANK KNOW BETTER 4 TOUCHES 2010 INVITE LUNCH THANK
ORG SPEAK FOR 2x BY DEC 2011 ATTEND CTTE CALL
ESTATE PLANNING GRP
LEARN COLLEGE PLAN METHODS
2 COURSES in 2010 LOCATE BOOK ATTEND
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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
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Sample 1 Year PMP
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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
Reasonableness: Revise as Needed!
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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
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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
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Thank you.
michelle@goldenprac,ces.com goldenprac,cesinc.com goldenprac,ces.com (blog) @michellegolden (twiver)