Ppt Files in Innovative Marketing Strategy - PDF by fhq89400

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									The Who What and Why of Marketing
       Yourself as a Coach

Facilitated by:
Arron McEwan – General Manager, Professional Services - Lee Hecht Harrison
Judi Pears – Principal - Alternatives Consulting Psychologists

• “Career Sense” Career Coaching Framework/Methodology
• What is Marketing?
• Developing a Marketing Plan
       • Professional Objective
       • Positioning Statement
       • Competencies (Features vs. Benefits)
       • Target Market
• Elevator Speech
• Networking
• Understand:
   - Who are your potential clients?
   - What are the key features of your services?
   - Why are your services of benefit to your clients?

• Improve and practise your elevator speech.

• Understand the power of a referral network.

• Build your coaching referral network.
                 What is Marketing?
• It’s not selling
• Matching solutions to problems
• Providing people with the data required to make an
informed decision
• A clear, simple message repeated again and again
       “Career Sense” Career Coaching Framework
Positioning your talents is essential in today’s competitive working world.
Career Sense Is a practical and results driven process that merges the
best features of the traditional plan and implement approach to career
coaching, with a new focus on having our own narrative and using action
and learning to gain clarity on what the best role/s are for us to feel
successful and fulfilled.

• Improved job satisfaction and engagement
• Improved self understanding
• Sense of ownership for Career Development
• Clarity of Career Direction
• Development of an actionable, realistic Career Strategy
Self Understanding and Identity: How do I view myself? How do I differentiate
myself from others?

External Image: How does the market perceive me? How am I perceived by my
(potential) clients/customers?

Environment: How is the world of work changing? What does the
external/internal landscape look like? Where are the emerging opportunities?
What internal and external resources do I have access to?

Financial Objectives: What are my financial objectives?

Action and Reflection: How viable are my career options/marketing plan?

Results: How can I plan and implement strategies to ensure
job satisfaction and marketability?
       Developing a Simple Marketing Plan
Business success is directly linked to having a sound, well
developed marketing plan.

   • Who are your potential clients/target market?
   • What is it that you do? What are the key features of
   your services?
   • Why are your services of benefit to your clients? Why
   are you unique? (Points of Difference)
       Refining Your Professional Objective
Your professional objective is a concise statement of what
you want to do. It helps you to keep focused and get results
from examining your:

   • Career Vision
   • Values
   • Skills and competencies (features and benefits)
   • Interests
   • Personal characteristics
                         Career Vision
• Long term personal Vision of your career
• Where would you (or your business) like to be in 5 years?
• Create a Vision Statement:

    “5 years from now coaching services represent 80% of my business
   revenue and I have a comfortable client load that allows me to spend
      more time working on my business and developing my 5 member
       team of consulting psychologists. My clients are predominantly
     senior executives from fortune 500 organisations who seek me out
     to assist them with improving performance and balancing their life
     and careers. My business is largely referral based and I am able to
      devote adequate time to my family, interests and charities whilst
                       maintaining a six figure income”
• Our individual and personal value system underlines the
choices we make about life and career
• Understanding your values will assist you in giving focus to
your professional objective and marketing plan
• What are your “Rocks”
      Independence and             Service
       Autonomy                     Friendship
      Power                        Security
      Leadership/management        Challenge
      Technical Expertise          Wealth
      Lifestyle                    Other(s)
                Skills and Competencies
• What are your key skills, quals, experience, areas of
knowledge, specialties, etc.?
    Registered Psych (Clinical,      Financial Management
     Org, Sports)                     Mediation
    MBA                              Analysis
    CBT                              Business Dev
    NLP                              Negotiation
    Psychometric Tools               Leadership Dev
    Positive Psychology              Team Building
    Communication skills             Change Management
                   Features vs Benefits
• Translate competencies (features) into benefits to your
  Feature:                       Benefit:
   Org Psych                     Code of Ethics, Org Beh,
                                   Methodology, behaviour
                                   change, psychometric tools,
                                   scientific approach
                                  Financial language, strategy
     MBA                          development, leadership theory
     Psychometric Tools          Objective data, measurable
                                   baselines, etc
     Hypnosis/NLP                Create
     Board Experience            Understand corporate context,
                                   requirements, governance
• What are your key areas of professional interest?

      Change Management
      Career Coaching
      Goal Setting
      Relationship Coaching
      Conflict Resolution
      Behaviour Management
                 Personal Characteristics
• What are your (or your business’) key characteristics that
add value to your clients?

      Creative                     Honest (integrity)
      Perfectionist                tenacious
      “Down to earth”              “Never say die”
      Values driven                Entertaining
      Goal focused                 Wealth
      Innovative                   Other(s)
      structured
          Understanding the Marketplace

• Where are the opportunities/emerging opportunities?
• Is there a niche market that you can fill?
• Competitor analysis: Who are your competitors? What do
they charge for similar services?
• What external resources are available to you?
            Unique Points of Difference

• What is unique about you or your business?
• Unique/rare combination of competencies, background,
experience, training, knowledge, etc.

 I.e.: Psychologist + L&D + Marketing + Performing Arts =
          Public Speaking/Performance Coaching
                         Target Market
•   Geographic location:        •   Client/Issue Focus: Execs,
    Where do you work, what         Middle Management,
                                    Women, Sports People, Line
    area do you cover, will I       Management, Blue Collar,
    travel?                         Professionals,
                                    Performance, Career,
                                    Change, etc

•   Industry/Organisational     •   Organisational
    Focus: Personal clients,        Culture/Values (optional):
    SME, Corporate,                 People focussed, +
    GOC/Public, Private,            Corporate Citizens,
                                    Progressive, etc.
    Military, Baking and
    Finance, Retail, etc.
              Your “elevator speech”

An elevator speech is a brief summary that describes who
you prefer to work with, your background/skills/abilities and
        the benefits you offer a prospective client.
             Examples of Elevator Speeches
1.   “I’m an Executive Coach with expertise in change management. I specialise in
     coaching senior management teams to introduce change. My clients tell me I help
     them sleep well at night.”

2.   I’m an Organisational Psychologist. I work with leaders of organisations to devise
     strategies to motivate, develop, change and inspire employees (COPS ‘elevator

3.   “I’m a Life Coach. I specialise in career change. I’m qualified in a range of career
     assessment tools & work mostly with clients who’ve a reached a cross-roads in their

4.   “I’m a Clinical Psychologist with expertise in assisting clients to make positive
     changes in their behaviour. I enjoy coaching clients who are looking to maximise their
        Adjusting your elevator speech
Check your Elevator Speech:

• Does it describe what makes you successful?

• Does it describe the attributes and characteristics that set
you apart?

• Does it use language appropriate to your client group?
           Using your elevator speech

Introduce yourself to several people, preferably people you
        don’t know, and use your elevator speech.

Comments / feedback?
                 The business card

• When you use your elevator speech, hand out your
business card.

• When you get a card from someone, write some key points
on the back to help you recall the person and their ‘unique
        Developing your referral network

• Use your elevator speech to find 3-4 people who specialise
in areas that are different to you.

• What do you need to know about these people so that you
would feel comfortable referring a client to them?

• Get their details / business card so that you can share
Happy marketing!

Arron McEwan & Judi Pears

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