Upload
kathlyn-harper
View
216
Download
1
Tags:
Embed Size (px)
Citation preview
Crafting Your Crafting Your Personal Marketing Personal Marketing
Plan For 2007Plan For 2007 February 15th, 2007 Web Seminar
WithLarry Bodine, Esq.
Michael C. Cummings
SAGE Professional Development Institute
Larry Bodine, Esq. Larry Bodine, Esq.
Strategic Marketing Consultant Strategic Marketing Consultant who has advised more than 50 who has advised more than 50 firms on getting more businessfirms on getting more businessBusiness development Business development speaker at partner retreatsspeaker at partner retreatsPersonal marketing coachPersonal marketing coachWeb site redesign plannerWeb site redesign planner2004 Technolawyer Consultant 2004 Technolawyer Consultant of the Year, and 2003 ABA of the Year, and 2003 ABA Edge Award winnerEdge Award winner
630.942.0977
Michael G. Cummings Michael G. Cummings
Trainer For Partners and Trainer For Partners and Associates:Associates:– SalesSales– NetworkingNetworking– Client Account TeamsClient Account Teams– Practice GroupsPractice Groups
Business development speaker at Business development speaker at partner retreatspartner retreatsPersonal marketing coachPersonal marketing coachAuthor: Best Practices OfAuthor: Best Practices OfPersonal Marketing ForPersonal Marketing ForAttorneys Attorneys (www.lawmarketing.com)(www.lawmarketing.com)
630.572.4798
Objectives For YouObjectives For You
Clear Personal Marketing PlanClear Personal Marketing Plan
Think and Act Like Rainmakers DoThink and Act Like Rainmakers Do
Put Your Success Under Your Own Put Your Success Under Your Own ControlControl
The conventional The conventional approachapproach
Typical Practice Group Typical Practice Group marketingmarketing
What’s wrong with this?What’s wrong with this?
What is the cost?What is the cost?
How clients see themselvesHow clients see themselves
• How Can You Help Our Business Results?• How Can You Make Me (The Client) More Successful?
8 Steps to Develop Your Marketing Plan8 Steps to Develop Your Marketing Plan
1.1. Focus on Your Ideal Prospective ClientsFocus on Your Ideal Prospective Clients2.2. Define Your Personal Value Proposition Define Your Personal Value Proposition
for These Ideal Target Clientsfor These Ideal Target Clients3.3. Market to Your Best Existing ClientsMarket to Your Best Existing Clients4.4. Turn Your Clients into Your Sales ForceTurn Your Clients into Your Sales Force5.5. Market Yourself Inside Your Own FirmMarket Yourself Inside Your Own Firm6.6. Co-Market with High Power Professional Co-Market with High Power Professional
AlliesAllies7.7. Build Your Network with a PurposeBuild Your Network with a Purpose8.8. Build Your Professional ReputationBuild Your Professional Reputation
Step 1: Focus On Your Ideal ClientsStep 1: Focus On Your Ideal Clients
Your Best Clients
Your Value To Them
Clients Clients Clients
Target TargetTarget
Niche 2 Niche 3Niche 1 “Clone Your Client Relationships”
Defining Ideal Client FocusDefining Ideal Client Focus
Ideal ClientIdeal ClientSegment 1Segment 1
Ideal ClientIdeal ClientSegment 2Segment 2
Ideal ClientIdeal ClientSegment 3Segment 3
DescriptionDescription
Construction Construction Companies Serving Companies Serving Health Care Health Care InstitutionsInstitutions
Government Government EntitiesEntitiesDeveloping Large Developing Large Scale Economic Scale Economic DevelopmentDevelopmentProjectsProjects
Fast Growing, Fast Growing, Family Owned Family Owned Construction Construction CompaniesCompanies
Current Clients Current Clients in Segment with in Segment with
High Potential for High Potential for ServicesServices
Turner Turner Construction;Construction;Walsh ConstructionWalsh Construction
City Airport Auth; City Airport Auth; United Center;United Center;
Casino Casino Development ;Development ;Millenium ParkMillenium Park
Lizzadro Lizzadro Enterprises;Enterprises;
Tony Bennett Tony Bennett ConstructionConstruction
Prospective Prospective Clients who Fit Clients who Fit
the Profilethe Profile
Pepper Pepper ConstructionConstruction
State UniversityState University
Research CenterResearch Center
Cartwright Cartwright ConstructionConstruction
Brady ConstructionBrady Construction
Step 2: Define Your Value PropositionStep 2: Define Your Value Proposition
Your Ideal
Clients
The BusinessProblem
ThatYou Solve
• Industry/type of business• Nature of the company• Executives/people• Functions• “Clones” of the best clients in your practice group
•“Pain” the problem causes the company & executives• Business result that clients desire
The Secret to Marketing The Secret to Marketing
Get the focus off the the firm, the practice group, yourself and what you
have to sell…
Defining Your Value PropositionDefining Your Value Proposition
Ideal ClientIdeal ClientDescriptionDescription
Their BusinessTheir Business““Pain”Pain”
Your Solution toYour Solution toTheir “Pain”Their “Pain”
(Rank)(Rank)
Target ClientTarget ClientSegment 1Segment 1
Construction Construction Companies Serving Companies Serving Health Care Health Care InstitutionsInstitutions
How to manage the How to manage the contract risk for contract risk for smaller, mixed use smaller, mixed use facilities built in facilities built in remote communitiesremote communities
Sample Of Terms and Sample Of Terms and Conditions Conditions Appropriate For These Appropriate For These Types of Types of DevelopmentsDevelopments
Target ClientTarget ClientSegment 2Segment 2
Government EntitiesGovernment EntitiesDeveloping Large Developing Large Scale Economic Scale Economic DevelopmentDevelopmentProjectsProjects
Shifting Contract Risk Shifting Contract Risk To General Contractor To General Contractor For Delays and Cost For Delays and Cost OverrunsOverruns
Lessons Learned Lessons Learned From United Center From United Center and Recent Litigationand Recent Litigation
Target ClientTarget ClientSegment 3Segment 3
Fast Growing, Family Fast Growing, Family Owned Construction Owned Construction CompaniesCompanies
Plan To Transition Plan To Transition Ownership To Next Ownership To Next GenerationGeneration
Aligning the estate Aligning the estate plan of the owner and plan of the owner and changing ownership changing ownership structure of thestructure of thecorporationcorporation
Step 3: Marketing to Existing ClientsStep 3: Marketing to Existing Clients
PersonalCounselor
(Chemistry)
Trusted Business Advisor
(Business Outcome)
Craftsman(Interpersonal/Project Manager)
Technical Specialist(Expert)
Best Practices Of Client MarketingBest Practices Of Client Marketing
Stay in touch with all people you know and Stay in touch with all people you know and have worked with at the clienthave worked with at the client
Know all the relationships/connectionsKnow all the relationships/connections
Conduct “how’s business” dialoguesConduct “how’s business” dialogues
Turn your client into your sales consultantTurn your client into your sales consultant
Meet regularly with other professionals Meet regularly with other professionals serving this clientserving this client
How To Market To ClientsHow To Market To Clients
Matter follow up reviewMatter follow up review
Bring to association meetingsBring to association meetings
Market to their personal Market to their personal interestsinterests
Send personal, handwritten Send personal, handwritten notesnotes
PersonalCounselor
Business Advisor
Craftsman
Technical Specialist
Steps to Develop Your Marketing StrategySteps to Develop Your Marketing Strategy
1.1. Market to Your Best Existing ClientsMarket to Your Best Existing Clients2.2. Focus on Your Ideal Prospective ClientsFocus on Your Ideal Prospective Clients3.3. Define Your Personal Value Proposition Define Your Personal Value Proposition
for These Ideal Target Clientsfor These Ideal Target Clients4.4. Turn Your Clients into Your Sales ForceTurn Your Clients into Your Sales Force5.5. Market Yourself Inside Your Own FirmMarket Yourself Inside Your Own Firm6.6. Co-Market with High Power Professional Co-Market with High Power Professional
AlliesAllies7.7. Build Your Network with a PurposeBuild Your Network with a Purpose8.8. Build Your Professional ReputationBuild Your Professional Reputation
Introductions vs. ReferralsIntroductions vs. Referrals
Introduction
Referral
• Warm Hand Off• Comfortable Process• Think about a Picnic
• Impersonal • May or may not be
real lead with right target market
• Can be uncom-fortable for all parties
Step 4: Turn Your Clients Into Your Sales ForceStep 4: Turn Your Clients Into Your Sales Force
Rule:Rule:– People Like Helping Other PeoplePeople Like Helping Other People
How to activate:How to activate: – Ask ONLY The Right ClientsAsk ONLY The Right Clients– Be Specific About Your Ideal ClientBe Specific About Your Ideal Client– Follow UpFollow Up– ReciprocateReciprocate– Make Referrals Part Of Your Contract With Your ClientsMake Referrals Part Of Your Contract With Your Clients
Step 5: Market Yourself Inside Your Own FirmStep 5: Market Yourself Inside Your Own Firm
Nobody succeeds aloneNobody succeeds alone
LeverageLeverage
Complementary strengthsComplementary strengths
Mastermind groupMastermind group
Interlocking networksInterlocking networks
AccountabilityAccountability
Goal: Create Your Marketing and Selling Team with Internal Allies
Be An InnovatorBe An Innovator
Recruit the “right” mentor Recruit the “right” mentor
Pick your nichePick your niche
Join a teamJoin a team
Propose your own marketing plan: a way Propose your own marketing plan: a way to get funding/reimbursementto get funding/reimbursement
Focus on “new” clients, leads and contactsFocus on “new” clients, leads and contacts
Be the technologist: blog, podcast, Be the technologist: blog, podcast, WebinarWebinar
Step 6: Co-Marketing With Professional AlliesStep 6: Co-Marketing With Professional Allies
Your Own Personal Marketing &
Sales Force
Source of YourProfessionalReputation
Mastermind Group
in Growing Your Practice
Eyes and Ears InThe Market
Case ExampleCase Example
Target Women Target Women EntrepreneursEntrepreneurs
Partner with Women atPartner with Women atFinancial Planning FirmFinancial Planning Firm
6 Programs6 Programs
10-25 Attendees10-25 Attendees
Personal InvitationsPersonal Invitations
700 Local Targets700 Local Targets
All Star Marketing Ideas with AlliesAll Star Marketing Ideas with Allies
Set an upfront contract Set an upfront contract – IntroductionsIntroductions– To do’sTo do’s
Conduct monthly Conduct monthly meetingsmeetings
Share marketing Share marketing materials (i.e. carry materials (i.e. carry each other’s business each other’s business cards)cards)
Share contact Share contact listslistsEstablish roundtables Establish roundtables and briefings togetherand briefings togetherDouble-team Double-team associationsassociationsJoint case studiesJoint case studiesJoint mailingsJoint mailingsCommon account plansCommon account plans
Steps to Develop Your Marketing StrategySteps to Develop Your Marketing Strategy
1.1. Market to Your Best Existing ClientsMarket to Your Best Existing Clients2.2. Focus on Your Ideal Prospective ClientsFocus on Your Ideal Prospective Clients3.3. Define Your Personal Value Proposition Define Your Personal Value Proposition
for These Ideal Target Clientsfor These Ideal Target Clients4.4. Turn Your Clients into Your Sales ForceTurn Your Clients into Your Sales Force5.5. Market Yourself Inside Your Own FirmMarket Yourself Inside Your Own Firm6.6. Co-Market with High Power Professional Co-Market with High Power Professional
AlliesAllies7.7. Build Your Network with a PurposeBuild Your Network with a Purpose8.8. Build Your Professional ReputationBuild Your Professional Reputation
Step 7: Network Building With A PurposeStep 7: Network Building With A Purpose
Your Ideal Client’s
Network
Your Network
References/endorsements by References/endorsements by people who know you “pre-people who know you “pre-sells” to your prospective sells” to your prospective clientsclients
You want to build a network of You want to build a network of strong business relationships strong business relationships with people who also know with people who also know your ideal clientsyour ideal clients
It’s Who You Know, Not What You Know
Inventory of Current RelationshipsInventory of Current Relationships
““A” ContactsA” Contacts ““B” ContactsB” Contacts ““C” ContactsC” Contacts
Contacts Who Can Contacts Who Can
Introduce Or HelpIntroduce Or HelpMarket You To A ClientsMarket You To A Clients
Have Made High QualityHave Made High QualityReferrals For You In The Referrals For You In The PastPast
Have The Potential To Have The Potential To Be A Strong Ally, But You Be A Strong Ally, But You Need To Build YourNeed To Build YourRelationshipRelationship
Contacts Who Can:Contacts Who Can:
Connect You To Connect You To Potential A ContactsPotential A Contacts
Can Turn Into An A Can Turn Into An A Contact Over TimeContact Over Time
Be A Source Of Ideas Or Be A Source Of Ideas Or Market KnowledgeMarket Knowledge
Will Become Future Will Become Future “Mover and Shaker” “Mover and Shaker”
Contacts Who CanContacts Who Can
Spread The Word About Spread The Word About Your CapabilitiesYour Capabilities
Attendees At YourAttendees At YourSpeaking EngagementsSpeaking Engagements
New Networking New Networking ContactsContactsYou Meet CasuallyYou Meet Casually
Leveraging Top RelationshipsLeveraging Top Relationships
Contact Name (& Priority)Contact Name (& Priority) GoalGoalDateDate
Who They CanWho They CanIntroduce You ToIntroduce You To
(Their value to you)(Their value to you)
Interests/Ways You Can Interests/Ways You Can Help ThemHelp Them
(Your value to them)(Your value to them)
Bob BankerBob Banker 1/31/071/31/07 J. Carter: Carter J. Carter: Carter ConstructionConstruction
Introduce Bob To JoeIntroduce Bob To JoeLizzadroLizzadro
Other AlliesOther AlliesIntroduce To Introduce To
Allies/ContactsAllies/Contacts
Invite To Association Invite To Association ProgramProgram
Promote A Seminar Promote A Seminar They Are They Are SponsoringSponsoring
Support A CauseSupport A Cause
Help A Family Member Help A Family Member Or Business Or Business ColleagueColleague
Defining Gaps in Your NetworkDefining Gaps in Your Network
People/Types/NodesPeople/Types/Nodes
to Target to Target
Concrete Steps to Make Progress inConcrete Steps to Make Progress in
Meeting These PeopleMeeting These People
Retired ExecutivesRetired Executives
Head Of AssociationsHead Of Associations
Executive RecruitersExecutive Recruiters
Law ProfessorsLaw Professors
ConsultantsConsultants
AccountantsAccountants
Bankers; Financial ProfessionalsBankers; Financial Professionals
Private Equity/Venture CapitalPrivate Equity/Venture Capital
LobbyistsLobbyists
Political/Community LeadersPolitical/Community Leaders
Call, Write Or E-mail ThemCall, Write Or E-mail Them
Get An IntroductionGet An Introduction
Run into ThemRun into Them
Attend A Speech/Seminar They Are Attend A Speech/Seminar They Are SponsoringSponsoring
Getting the Most from Organizations Getting the Most from Organizations
Focus
Pick 1-2 Pick 1-2 & commit & commit
Involve yourInvolve your mentor, allies & mentor, allies & clients clients
Commit to allCommit to all meetings meetings– Build into yourBuild into your calendar calendar
Meet activeMeet active members members
Become Prominent
Be a leader Be a leader
– PresidentPresident– Program/MembershipProgram/Membership
Join special interestJoin special interest groups/ listservs groups/ listservs
Showcase yourShowcase your capabilities capabilities– FacilitateFacilitate– SpeakSpeak– WriteWrite
Organizational Action PlanOrganizational Action Plan
Organization Name & Organization Name & Membership ProfileMembership Profile Women In Commercial Real EstateWomen In Commercial Real Estate
Current Clients And Allies Current Clients And Allies Actively InvolvedActively Involved
Diana RossDiana Ross
Mary WilsonMary Wilson
Tina TurnerTina Turner
Target ClientsTarget ClientsWho Are MembersWho Are Members
Betty FordBetty Ford
Hillary ClintonHillary Clinton
Laura BushLaura Bush
How to BecomeHow to Becomea Visible Leadera Visible Leader
Volunteer for the program committeeVolunteer for the program committee
Co-sponsor program with an allyCo-sponsor program with an ally
Lead special interest groupLead special interest group
How to Highlight How to Highlight Specific ServicesSpecific Services
Organize panel of clients for Spring programOrganize panel of clients for Spring program
Submit an articleSubmit an article
Step 8 Building Your Personal Step 8 Building Your Personal ReputationReputation Use Multiplication Marketing
ClientSolution
2
ClientSolution 1
ClientSolution
3
AprilApril AugustAugust
MarchMarch AprilApril
AprilApril
May/May/Sept.Sept.
OctOct..
DirectMail
E-MailNewsletter
Make ASpeech
PublishArticle
Employee Benefit LawEmployee Benefit Law
Developed Core Speech onDeveloped Core Speech onAttention-Grabbing TopicAttention-Grabbing TopicSpoke to Multiple AudiencesSpoke to Multiple Audiences– Insurance consulting firm clientInsurance consulting firm client
updatesupdates– Human Resource associationsHuman Resource associations– Small BusinessesSmall Businesses
Developed Checklist Developed Checklist Registered for NewsletterRegistered for Newsletter
Developing a Case Study Developing a Case Study
RulesRulesStories sellStories sellCase studies are “paper Case studies are “paper based” introductions and based” introductions and endorsementsendorsementsShows brief, practical Shows brief, practical solutionsolutionMakes you the heroMakes you the hero
Structure Structure 1.1.SituationSituation2.2.TraumaTrauma3.3.Here is what we Here is what we
did did 4.4.Benefits for clientBenefits for client5.5.Your credentialsYour credentials6.6.Close for next Close for next
stepstep
Example: Dennis CrouchExample: Dennis Crouchhttp://patentlaw.typepad.com/patenthttp://patentlaw.typepad.com/patent
Steps to Develop Your Marketing StrategySteps to Develop Your Marketing Strategy
1.1. Market to Your Best Existing ClientsMarket to Your Best Existing Clients2.2. Focus on Your Ideal Prospective ClientsFocus on Your Ideal Prospective Clients3.3. Define Your Personal Value Proposition Define Your Personal Value Proposition
for These Ideal Target Clientsfor These Ideal Target Clients4.4. Turn Your Clients into Your Sales ForceTurn Your Clients into Your Sales Force5.5. Market Yourself Inside Your Own FirmMarket Yourself Inside Your Own Firm6.6. Co-Market with High Power Professional Co-Market with High Power Professional
AlliesAllies7.7. Build Your Network with a PurposeBuild Your Network with a Purpose8.8. Build Your Professional ReputationBuild Your Professional Reputation
Objectives For YouObjectives For You
Clear Personal Marketing PlanClear Personal Marketing Plan
Think and Act Like Rainmakers DoThink and Act Like Rainmakers Do
Put Your Success Under Your Own Put Your Success Under Your Own ControlControl
Larry Bodine
630.942.0977
Michael Cummings
630.572.4798
QuestionsQuestions