personal marketing plans for professionals
DESCRIPTION
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 ConferenceTRANSCRIPT
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)