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Professional Marketing Proposals - PowerPoint

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					Delaware Valley Law Firm
Marketing Group


  Sally Schmidt, Schmidt Marketing,
  Inc.
  November 28, 2006
Selling vs. Marketing
 Identifying targets
 Researching targets
 Developing the sales strategy
 Drafting boilerplate proposals or
  pitches
 Drafting customized proposals or
  pitches
 Going on business development calls
Marketing vs. Sales
 Two schools of thought…
Marketing: Strategic Umbrella
                        Marketing



    External Communications         Planning and Strategy
          and Relations

     Business Development               Research and
                                        Development

    Internal Communications             Support and
          and Relations                Accountability

                                      Management and
                                      Administration
Marketing and Sales: Separate but
Intertwined Functions




    Marketing            Sales
Positioning vs. Business
Development
 Positioning: Making the “short list”

 Business development/Sales:
  Relationships
Client Development Process
   Awareness
   Perception of Expertise
   Relationship
   Retention
   Expansion
The Disconnect
   Seminar
   Newsletter
   Client event
   Web site           Business in the door
   Materials
   Public relations
   Advertising
The Seminar: Marketing vs. Sales
 Develop concept       Determine the
 Issue invitations      target audience
 Make logistic         Engage them—pre-
  arrangements           survey
 Create materials      Engage them at
 Prepare                the meeting
  presentations and     Survey their
  PowerPoint slides      reactions/needs
 Prepare evaluation    Follow up in a
  form                   meaningful way
Seminar Follow Up—Business
Development Style
 Passive/ineffective:
   “Thank you for coming” letter
 Active/effective:
   Host follow-up roundtables
   Offer to give an on-site workshop
   Send follow-up information on the
    seminar topic
   Send a related form, worksheet or article
Moving from “Mass” to “One-on-
One”


                      Seminar



                     Roundtable




                     One-on-one
The Missing Link: Think SMALL
 Seminar           Roundtable
 Newsletter        Targeted advisory
 Client event      Client-specific
                     workshop
 Web site          Listserver
 Organizational    Board or
  membership         committee
What Law Firms Are Doing in
Business Development
Staffing
 Directors of Business Development
 Sales personnel
 Business Development Managers—
  linked to revenue-producing units
 Sales support functions
BD/Sales Support Functions
 Research and analysis/Competitive
  intelligence
 Proposal writing
 Database/CRM
 Pitch assistance
 Coaching
 Training
Improving Lawyers’ Skills
 Coaching: One-on-one coaching
  assistance
 Mentors: Partner assignments
 Training:
   Associates
   Partners
 Peer groups
Internal Organization
 Creating teams:
   Client teams
   Target or SWAT teams
 Tweaking the compensation system
 Establishing intranet pages for
  business development
Increasing Your Value to the Firm
through Business Development
 In the recent LMA compensation
  survey, those who listed “business
  development” as their primary
  function made, on average, $7,500
  more than “generalists”
Assist in Preparing Proposals/
Presentations
 Contact the prospective client
 Conduct research on the organization
 Talk through the strategy or pitch
 Put together drafts, gather up materials or
  review written materials (e.g., edit,
  reformat)
 Conduct a rehearsal/Videotape
 Follow up with the client
 Debrief the lawyers
Counsel the Professionals
Learn how business is developed for
 that practice
Talk through opportunities
Ask good questions
Present ideas or initiatives
Counsel on follow up
Support the Lawyers’ Business
Development Skills
Set up training programs:
   Preparing proposals
   Making presentations or pitches
   Contacts and networking
   Identifying needs/Listening skills
Set up marketing mentor programs
Establish dynamic programs to get
 people involved—involve, don’t
 educate
Identify and Follow Up with
Prospects
Identify good prospects:
   Clients—for cross selling
   New business opportunities
Establish good follow-up programs:
   Seminar attendees
   Get togethers with referral sources
   Web site inquiries
Sample: Gap Analysis
           Corporate       Litigation             Tax             Employment        Real Estate   Intellectual         Estate Plan
                                                                                                            Property

Client A        $570,000            $860,000            $60,000           $50,000       $37,000            $120,000         $25,000




Client B                          $1,200,000                                                                $50,000




Client C        $170,000                $30,000         $25,000           $35,000




Client D        $300,000            $100,000            $30,000                         $18,000             $60,000         $10,000
Contact Clients
Post mortems on projects:
   How did we do?
   What did we learn?
   What else can we do to help?
Client   surveys
Focus    groups
Client   panels
Client   teams
In short…
 More emphasis on:
   Strategy
   Client contact/Business development
   Follow up
 Less emphasis on:
   Tactics
   Communications
   Reacting
Focusing on Business
Development: 15 Ideas
 Make recommendations about who
  attends suites, golf outings, etc.
 Request and analyze the list of top
  clients each year
 Review new client reports
 Learn your “product”: Attend
  practice or industry group meetings,
  take your “clients” to lunch
Focusing on Business
Development: 15 Ideas
 Provide intelligence: markets,
  clients, opportunities, competitors
  (e.g., information feeds)
 Track ROI and business development
  contacts and successes (e.g.,
  proposals)
 Put people together—be the conduit
 Survey your clients (the lawyers)
Focusing on Business
Development: 15 Ideas
 Customize proposals—no more
  boilerplate
 Synthesize information for the
  lawyers
 Learn how to make effective
  presentations
 Network with marketing directors of
  other companies/clients
Focusing on Business
Development: 15 Ideas
 Engage the firm’s targets—surveys,
  blogs, offers, listservers, etc.
  (Permission Marketing)
 Be active personally (e.g., civic,
  professional associations, network)
 Learn the economics of the practice
Conclusion: Tips for Personal
Success
Tips for Personal Success
Help one partner develop one client
Be enthusiastic—it goes a long way
 toward success
Be realistic
Start with those who are interested
Start small—one target team
Start with low-hanging fruit
Tips for Personal Success
Be relentless with your follow up:
   Lists of follow-up tasks
   Lists of to do’s
   E-mail reminders
   Running lists of contacts or targets
Questions/Discussion

				
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