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!

1. Personal
Marke,ng
Plans
for
Professionals
By
Michelle
Golden

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

3. Purpose
in
Marke,ng
What
we
should
do.

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

7. Percep,on
of
Performance
Time
goldenprac,ces.com
7

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
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11. Classic
Marke,ng
Cycle
goldenprac,ces.com
11

12. Classic
Marke,ng
Cycle
✓
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13. Why
Firms
Do
What
They
Do
Be
aware
of
opera,onal
reali,es.
Plan
accordingly.

14. Growth
Pressure
Points
OINTS
GROWTH
PRESSURE
P
Infrastructure
Compensa,on
Products
&
Growth
Services
Criteria
Capacity
goldenprac,ces.com
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15. Marke,ng
Plan
Approach
Filling
the
5
Buckets.

16. Indiv
PG
Indiv
Firm
Indiv
PG
Indiv
Indiv
goldenprac,ces.com
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17. Personal
Marke,ng
Ac,vi,es
Skill/Svc
Clients
Dev
Credibility
COIs
New
Biz
goldenprac,ces.com
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18. Personal
Marke,ng
Ac,vi,es
Expecta(on
Management
Innova(on
(new
solu,ons/
Conversa(ons/Listening
products,
dev
processes,
Debriefs
(BARs/AARs)
improve
effec,veness)
Delega(on
Con(nuing
Ed
(new,
Face
Time
advanced)
Industry/Org
Par(cipa(on
Apply
Industry
Knowledge
Skill/Svc
Current
Succession/Transi(on
(id
KPIs/sector,
studies,
surveys)
Dev
Clients
Service
Grid
Worthiness
of
Trust
Credibility
COIs
(behavior,
impression,
Conversa(ons/Listening
respectable
ext/int)
Clarify
Messages
(educate)
Competence
Face
Time/Follow-­‐up
(write,
speak,
lead)
Reciprocity/Reward
(track)
Capability
Evidence
New
Biz
Target
(case
studies,
Align
tes,monials,
representa,ve
clients,)
Involvement
(visible
in
core
markets)
ID/Study/Refine
Conversa(ons/Listening
Face
Time/Follow-­‐up
Demonstrate
Relevance,
Credibility,
Trustworthiness
goldenprac,ces.com
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19. _______________’s
Personal
Marke,ng
Ac,vi,es
Skill/Svc
Dev
Clients
(or
R&D!)
Credibility
COIs
New
Biz
goldenprac,ces.com
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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
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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
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22. Sample
1
Year
PMP
goldenprac,ces.com
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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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26. Thank
you.
michelle@goldenprac,ces.com
goldenprac,cesinc.com
goldenprac,ces.com
(blog)
@michellegolden
(twiver)