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

goldenprac,ces.com 2

the on-‐going process of

1) ensuring repeat business from

exis,ng clients

2) appealing to poten,al clients

Michelle Golden

Marke,ng is…


How…

VISIBILITY +

CREDIBILTY +

REASSURANCE

68% Individual Treatment

15% Technical Quality

7% Price is Too High

10% Other

Wall Street Journal

Why Clients Leave Firms


What They Really Mean (the“Ps”)

•  “Poor communica,on”

•  “Patchy service”

•  “Piecemeal advice”

•  “Poor follow-‐through”

•  “People aren’t a fit” •  “Persuasive compe,,on”


Percep,on of Performance

Time


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


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


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


_______________’s Personal Marke,ng Ac,ons


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


Sample 1 Year PMP


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!


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


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


Thank you.

michelle@goldenprac,ces.com goldenprac,cesinc.com goldenprac,ces.com (blog) @michellegolden (twi1er)

Personal Marketing Plans for Professionals

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