The Process
- Goal Setting –– establishes your real objectives, relative to your ability and desire to change/adjust how you operate in your marketplace
- Relationship Analysis — determines your best existing opportunities for raising average case size and lowering the cost of acquiring new business
- Personal Testing — identifies patterns of attitudes, interests and temperament, and how yours match segments of the marketplace available to you
- Marketplace Analysis — how you can uncover and begin to develop suitable opportunities in your marketing area
- Market Selection — choosing the target(s) most suitable and appropriate to you
- Market Plan Development
- Devising the messages to deliver to each market
- Selecting the most suitable media for delivering those messages
- Coordinating marketing activities in a schedule, calendar and
tracking mechanism
- Deselecting certain unprofitable clients
- Marketing Plan Implementation –– building and using promotion and related collateral; doing the right activities to develop target market business
- Periodic Review — of the overall effectiveness of the marketing plan’s implementation and coaching
Your Professional Services Marketing
- Mission — Answers the question, What do I do?
- Benefits Statement — What's in it for your prospect?
- Situational Expertise — Shows in what types of client situations you are knowledgeable and experienced at solving client problems
- Client Profile(s) — Set(s) your criteria for accepting clients; enables you to seek specific introductions your clients want to make
- Process — The steps through which you lead your clients to achieve the success they seek
- Resume — In two parts. Your credentials show ability; background shows credibility (to do that process you describe with people in that group you profile and seek introductions to)
- Costs — A regular statement you repeat often regarding how your clients pay for your services
Sample Collateral You Might Use
- Brochure (or equivalent promotion/image piece)
- Initial Interview Presentation
- Resume
- Ideal Client Profile
- Due Care Checklist
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