Organised marketing is still relatively new to Australian professional service firms. There is growing recognition that you simply can't leave it to the marketing manager.
Same marketing campaigns make firms feel good; some make the firms look good; some help produce sales.
Marketing delivers opportunities to professionals and provides collateral to assist in winning business.
For any marketing program to work properly, it needs to be supported by an appropriate "personal marketing" or "sales" program - call it what you will.
If a prospective client is to be converted into a new client, if a potential matter is to be converted into an actual matter, it will involve some degree of selling.
Most professional services marketing programmes will be vastly more effective if accompanied by appropriate practical sales programmes.
Sales is the process of converting a business opportunity into real business - a prospective client into an established client - possible matter into a real, live, matter.
"The moment of truth" - it is finally the professional who must be the personal marketer or salesperson, of the practice. It is the on-the-ground professional who has to show the client how s/he can add value and solve a problem.
Personal marketing skills become a natural extension of delivering high quality service for most professionals.
Learning to do the "right" things to persuade the client to proceed is extremely useful. Properly applied, consultative selling techniques will save professional time and money, and improve client satisfaction.
Making contacts and networking is a good starting point. This should be developed and encouraged at all levels of the firm, not just at partner level.
Identifying opportunities comes naturally to some, while others have to learn. With coaching, the ability of almost every professional to identify a business opportunity can be improved.
Techniques to establish credibility, including learning to use the right terminology, and looking and behaving as though one fits with the client, can be taught. Establishing credibility is one skill area which must be rehearsed. Almost all professionals can benefit from working on this area.
Skills in building consensus can also be developed, and are eminently useful to professionals in practice.
Effective questioning techniques is another area worthy of development. Developing listening skills to understand what potential clients and clients have to say, and to gain a close understanding of their requirements in invariably useful.
Harnessing analytical skills to define the problem, and demonstrate how the professional can satisfy client needs, is another area waiting for work for many professionals.
Methods to identify and overcome obstacles must be grasped by those who want to succeed in business development.
Through workshops and coaching, presentation skills can be vastly improved. Despite their reputations as wordsmiths, many professionals need to improve their capacity to write persuasively.
Another key skill area to be developed is assessing progress with a prospective client.
Cementing relationships and communicating client care and service orientation are other consultative selling techniques which can be developed. Training professionals in how to add value to their relationships, and to be seen as "more than a mere lawyer" will often make a huge difference in the marketing performance of a firm.
Success means converting opportunities into clients, converting possible matters into real live matters, and having a healthy, thriving workplace which can provide professionals reward, enjoyment, and recognition.
Effective personal marketing or sales skill will ensure your professionals win business and satisfy clients.
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