Download - Personal Marketing Plans for Professionals
Personal Marke,ng Plans for Professionals
h1p://slidesha.re/pmp-‐pstech
By Michelle Golden
#PSTECH #AAMKT @michellegolden
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
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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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How…
VISIBILITY +
CREDIBILTY +
REASSURANCE
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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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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Firm
PG Indiv
Indiv
PG
Indiv
Indiv
Indiv goldenprac,ces.com 9
Marke,ng Plan Approach
Filling the 5 Buckets.
Energy alloca,on
Energy alloca,on
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 (studies, surveys, ID KPIs/sector)
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
Golden Ac,on Wheel
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Current Clients
Referrers
New Biz
Credibility
R & D
Current Clients
Referrers
New Biz
Credibility
R & D
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 (studies, surveys, ID KPIs/sector)
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
Golden Ac,on Wheel
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_______________’s Personal Marke,ng Ac,ons
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Current Clients
Referrers
New Biz
Credibility
R & D
Marke,ng Plan Framework
1. Clarify your purpose
2. Ar,culate the details in your approach
3. Document your expecta,ons
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
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
Approach: Detail (a seminar)
1. Month 6: “speak” Back up from event… 2. Month 5: “finalize &
rehearse” 3. Month 4: “draw” 4. Month 3: “research
topic” 5. Month 2: “plan venue
& promote event” 6. Month 1: “choose
topic & audience”
Don’t forget postevent: 6. Month 6: “follow up
with no-‐shows & key a1endees”
7. Month 7: “turn speech into an ar,cle (SEE)”
8. Month 8, 9, 10: “personal interac,ons with key a1endees” (add them as new prospects or RSs)
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
Plan Doc
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
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Sample 1 Year PMP
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Yeah, I know you totally can’t read this. It’s just for big-‐picture perspec,ve.
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
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 (twi1er)