crafting your personal marketing plan for 2007 february 15th, 2007 web seminar with larry bodine,...

Crafting Your Crafting Your Personal Marketing Personal Marketing

Plan For 2007Plan For 2007 February 15th, 2007 Web Seminar

WithLarry Bodine, Esq.

Michael C. Cummings

SAGE Professional Development Institute

630.942.0977

[email protected]

630.572.4798

[email protected]

InstructorsInstructors

Larry Bodine, Esq. Larry Bodine, Esq.

Strategic Marketing Consultant Strategic Marketing Consultant who has advised more than 50 who has advised more than 50 firms on getting more businessfirms on getting more businessBusiness development Business development speaker at partner retreatsspeaker at partner retreatsPersonal marketing coachPersonal marketing coachWeb site redesign plannerWeb site redesign planner2004 Technolawyer Consultant 2004 Technolawyer Consultant of the Year, and 2003 ABA of the Year, and 2003 ABA Edge Award winnerEdge Award winner

630.942.0977

[email protected]

Michael G. Cummings Michael G. Cummings

Trainer For Partners and Trainer For Partners and Associates:Associates:– SalesSales– NetworkingNetworking– Client Account TeamsClient Account Teams– Practice GroupsPractice Groups

Business development speaker at Business development speaker at partner retreatspartner retreatsPersonal marketing coachPersonal marketing coachAuthor: Best Practices OfAuthor: Best Practices OfPersonal Marketing ForPersonal Marketing ForAttorneys Attorneys (www.lawmarketing.com)(www.lawmarketing.com)

630.572.4798

[email protected]

Objectives For YouObjectives For You

Clear Personal Marketing PlanClear Personal Marketing Plan

Think and Act Like Rainmakers DoThink and Act Like Rainmakers Do

Put Your Success Under Your Own Put Your Success Under Your Own ControlControl

The conventional The conventional approachapproach

Typical Practice Group Typical Practice Group marketingmarketing

What’s wrong with this?What’s wrong with this?

What is the cost?What is the cost?

How clients see themselvesHow clients see themselves

• How Can You Help Our Business Results?• How Can You Make Me (The Client) More Successful?

8 Steps to Develop Your Marketing Plan8 Steps to Develop Your Marketing Plan

1.1. Focus on Your Ideal Prospective ClientsFocus on Your Ideal Prospective Clients2.2. Define Your Personal Value Proposition Define Your Personal Value Proposition

for These Ideal Target Clientsfor These Ideal Target Clients3.3. Market to Your Best Existing ClientsMarket to Your Best Existing Clients4.4. Turn Your Clients into Your Sales ForceTurn Your Clients into Your Sales Force5.5. Market Yourself Inside Your Own FirmMarket Yourself Inside Your Own Firm6.6. Co-Market with High Power Professional Co-Market with High Power Professional

AlliesAllies7.7. Build Your Network with a PurposeBuild Your Network with a Purpose8.8. Build Your Professional ReputationBuild Your Professional Reputation

Step 1: Focus On Your Ideal ClientsStep 1: Focus On Your Ideal Clients

Your Best Clients

Your Value To Them

Clients Clients Clients

Target TargetTarget

Niche 2 Niche 3Niche 1 “Clone Your Client Relationships”

Defining Ideal Client FocusDefining Ideal Client Focus

Ideal ClientIdeal ClientSegment 1Segment 1



DescriptionDescription

Construction Construction Companies Serving Companies Serving Health Care Health Care InstitutionsInstitutions

Government Government EntitiesEntitiesDeveloping Large Developing Large Scale Economic Scale Economic DevelopmentDevelopmentProjectsProjects

Fast Growing, Fast Growing, Family Owned Family Owned Construction Construction CompaniesCompanies

Current Clients Current Clients in Segment with in Segment with

High Potential for High Potential for ServicesServices

Turner Turner Construction;Construction;Walsh ConstructionWalsh Construction

City Airport Auth; City Airport Auth; United Center;United Center;

Casino Casino Development ;Development ;Millenium ParkMillenium Park

Lizzadro Lizzadro Enterprises;Enterprises;

Tony Bennett Tony Bennett ConstructionConstruction

Prospective Prospective Clients who Fit Clients who Fit

the Profilethe Profile

Pepper Pepper ConstructionConstruction

State UniversityState University

Research CenterResearch Center

Cartwright Cartwright ConstructionConstruction

Brady ConstructionBrady Construction

Step 2: Define Your Value PropositionStep 2: Define Your Value Proposition

Your Ideal

Clients

The BusinessProblem

ThatYou Solve

• Industry/type of business• Nature of the company• Executives/people• Functions• “Clones” of the best clients in your practice group

•“Pain” the problem causes the company & executives• Business result that clients desire

The Secret to Marketing The Secret to Marketing

Get the focus off the the firm, the practice group, yourself and what you

have to sell…

Defining Your Value PropositionDefining Your Value Proposition

Ideal ClientIdeal ClientDescriptionDescription

Their BusinessTheir Business““Pain”Pain”

Your Solution toYour Solution toTheir “Pain”Their “Pain”

(Rank)(Rank)

Target ClientTarget ClientSegment 1Segment 1

Construction Construction Companies Serving Companies Serving Health Care Health Care InstitutionsInstitutions

How to manage the How to manage the contract risk for contract risk for smaller, mixed use smaller, mixed use facilities built in facilities built in remote communitiesremote communities

Sample Of Terms and Sample Of Terms and Conditions Conditions Appropriate For These Appropriate For These Types of Types of DevelopmentsDevelopments


Government EntitiesGovernment EntitiesDeveloping Large Developing Large Scale Economic Scale Economic DevelopmentDevelopmentProjectsProjects

Shifting Contract Risk Shifting Contract Risk To General Contractor To General Contractor For Delays and Cost For Delays and Cost OverrunsOverruns

Lessons Learned Lessons Learned From United Center From United Center and Recent Litigationand Recent Litigation


Fast Growing, Family Fast Growing, Family Owned Construction Owned Construction CompaniesCompanies

Plan To Transition Plan To Transition Ownership To Next Ownership To Next GenerationGeneration

Aligning the estate Aligning the estate plan of the owner and plan of the owner and changing ownership changing ownership structure of thestructure of thecorporationcorporation

Step 3: Marketing to Existing ClientsStep 3: Marketing to Existing Clients

PersonalCounselor

(Chemistry)

Trusted Business Advisor

(Business Outcome)

Craftsman(Interpersonal/Project Manager)

Technical Specialist(Expert)

Best Practices Of Client MarketingBest Practices Of Client Marketing

Stay in touch with all people you know and Stay in touch with all people you know and have worked with at the clienthave worked with at the client

Know all the relationships/connectionsKnow all the relationships/connections

Conduct “how’s business” dialoguesConduct “how’s business” dialogues

Turn your client into your sales consultantTurn your client into your sales consultant

Meet regularly with other professionals Meet regularly with other professionals serving this clientserving this client

How To Market To ClientsHow To Market To Clients

Matter follow up reviewMatter follow up review

Bring to association meetingsBring to association meetings

Market to their personal Market to their personal interestsinterests

Send personal, handwritten Send personal, handwritten notesnotes

PersonalCounselor

Business Advisor

Craftsman

Technical Specialist

Steps to Develop Your Marketing StrategySteps to Develop Your Marketing Strategy

1.1. Market to Your Best Existing ClientsMarket to Your Best Existing Clients2.2. Focus on Your Ideal Prospective ClientsFocus on Your Ideal Prospective Clients3.3. Define Your Personal Value Proposition Define Your Personal Value Proposition

for These Ideal Target Clientsfor These Ideal Target Clients4.4. Turn Your Clients into Your Sales ForceTurn Your Clients into Your Sales Force5.5. Market Yourself Inside Your Own FirmMarket Yourself Inside Your Own Firm6.6. Co-Market with High Power Professional Co-Market with High Power Professional


Introductions vs. ReferralsIntroductions vs. Referrals

Introduction

Referral

• Warm Hand Off• Comfortable Process• Think about a Picnic

• Impersonal • May or may not be

real lead with right target market

• Can be uncom-fortable for all parties

Step 4: Turn Your Clients Into Your Sales ForceStep 4: Turn Your Clients Into Your Sales Force

Rule:Rule:– People Like Helping Other PeoplePeople Like Helping Other People

How to activate:How to activate: – Ask ONLY The Right ClientsAsk ONLY The Right Clients– Be Specific About Your Ideal ClientBe Specific About Your Ideal Client– Follow UpFollow Up– ReciprocateReciprocate– Make Referrals Part Of Your Contract With Your ClientsMake Referrals Part Of Your Contract With Your Clients

Step 5: Market Yourself Inside Your Own FirmStep 5: Market Yourself Inside Your Own Firm

Nobody succeeds aloneNobody succeeds alone

LeverageLeverage

Complementary strengthsComplementary strengths

Mastermind groupMastermind group

Interlocking networksInterlocking networks

AccountabilityAccountability

Goal: Create Your Marketing and Selling Team with Internal Allies

Be An InnovatorBe An Innovator

Recruit the “right” mentor Recruit the “right” mentor

Pick your nichePick your niche

Join a teamJoin a team

Propose your own marketing plan: a way Propose your own marketing plan: a way to get funding/reimbursementto get funding/reimbursement

Focus on “new” clients, leads and contactsFocus on “new” clients, leads and contacts

Be the technologist: blog, podcast, Be the technologist: blog, podcast, WebinarWebinar

Step 6: Co-Marketing With Professional AlliesStep 6: Co-Marketing With Professional Allies

Your Own Personal Marketing &

Sales Force

Source of YourProfessionalReputation

Mastermind Group

in Growing Your Practice

Eyes and Ears InThe Market

Case ExampleCase Example

Target Women Target Women EntrepreneursEntrepreneurs

Partner with Women atPartner with Women atFinancial Planning FirmFinancial Planning Firm

6 Programs6 Programs

10-25 Attendees10-25 Attendees

Personal InvitationsPersonal Invitations

700 Local Targets700 Local Targets

All Star Marketing Ideas with AlliesAll Star Marketing Ideas with Allies

Set an upfront contract Set an upfront contract – IntroductionsIntroductions– To do’sTo do’s

Conduct monthly Conduct monthly meetingsmeetings

Share marketing Share marketing materials (i.e. carry materials (i.e. carry each other’s business each other’s business cards)cards)

Share contact Share contact listslistsEstablish roundtables Establish roundtables and briefings togetherand briefings togetherDouble-team Double-team associationsassociationsJoint case studiesJoint case studiesJoint mailingsJoint mailingsCommon account plansCommon account plans

Step 7: Network Building With A PurposeStep 7: Network Building With A Purpose

Your Ideal Client’s

Network

Your Network

References/endorsements by References/endorsements by people who know you “pre-people who know you “pre-sells” to your prospective sells” to your prospective clientsclients

You want to build a network of You want to build a network of strong business relationships strong business relationships with people who also know with people who also know your ideal clientsyour ideal clients

It’s Who You Know, Not What You Know

Inventory of Current RelationshipsInventory of Current Relationships

““A” ContactsA” Contacts ““B” ContactsB” Contacts ““C” ContactsC” Contacts

Contacts Who Can Contacts Who Can

Introduce Or HelpIntroduce Or HelpMarket You To A ClientsMarket You To A Clients

Have Made High QualityHave Made High QualityReferrals For You In The Referrals For You In The PastPast

Have The Potential To Have The Potential To Be A Strong Ally, But You Be A Strong Ally, But You Need To Build YourNeed To Build YourRelationshipRelationship

Contacts Who Can:Contacts Who Can:

Connect You To Connect You To Potential A ContactsPotential A Contacts

Can Turn Into An A Can Turn Into An A Contact Over TimeContact Over Time

Be A Source Of Ideas Or Be A Source Of Ideas Or Market KnowledgeMarket Knowledge

Will Become Future Will Become Future “Mover and Shaker” “Mover and Shaker”

Contacts Who CanContacts Who Can

Spread The Word About Spread The Word About Your CapabilitiesYour Capabilities

Attendees At YourAttendees At YourSpeaking EngagementsSpeaking Engagements

New Networking New Networking ContactsContactsYou Meet CasuallyYou Meet Casually

Leveraging Top RelationshipsLeveraging Top Relationships

Contact Name (& Priority)Contact Name (& Priority) GoalGoalDateDate

Who They CanWho They CanIntroduce You ToIntroduce You To

(Their value to you)(Their value to you)

Interests/Ways You Can Interests/Ways You Can Help ThemHelp Them

(Your value to them)(Your value to them)

Bob BankerBob Banker 1/31/071/31/07 J. Carter: Carter J. Carter: Carter ConstructionConstruction

Introduce Bob To JoeIntroduce Bob To JoeLizzadroLizzadro

Other AlliesOther AlliesIntroduce To Introduce To

Allies/ContactsAllies/Contacts

Invite To Association Invite To Association ProgramProgram

Promote A Seminar Promote A Seminar They Are They Are SponsoringSponsoring

Support A CauseSupport A Cause

Help A Family Member Help A Family Member Or Business Or Business ColleagueColleague

Defining Gaps in Your NetworkDefining Gaps in Your Network

People/Types/NodesPeople/Types/Nodes

to Target to Target

Concrete Steps to Make Progress inConcrete Steps to Make Progress in

Meeting These PeopleMeeting These People

Retired ExecutivesRetired Executives

Head Of AssociationsHead Of Associations

Executive RecruitersExecutive Recruiters

Law ProfessorsLaw Professors

ConsultantsConsultants

AccountantsAccountants

Bankers; Financial ProfessionalsBankers; Financial Professionals

Private Equity/Venture CapitalPrivate Equity/Venture Capital

LobbyistsLobbyists

Political/Community LeadersPolitical/Community Leaders

Call, Write Or E-mail ThemCall, Write Or E-mail Them

Get An IntroductionGet An Introduction

Run into ThemRun into Them

Attend A Speech/Seminar They Are Attend A Speech/Seminar They Are SponsoringSponsoring

Getting the Most from Organizations Getting the Most from Organizations

Focus

Pick 1-2 Pick 1-2 & commit & commit

Involve yourInvolve your mentor, allies & mentor, allies & clients clients

Commit to allCommit to all meetings meetings– Build into yourBuild into your calendar calendar

Meet activeMeet active members members

Become Prominent

Be a leader Be a leader

– PresidentPresident– Program/MembershipProgram/Membership

Join special interestJoin special interest groups/ listservs groups/ listservs

Showcase yourShowcase your capabilities capabilities– FacilitateFacilitate– SpeakSpeak– WriteWrite

Organizational Action PlanOrganizational Action Plan

Organization Name & Organization Name & Membership ProfileMembership Profile Women In Commercial Real EstateWomen In Commercial Real Estate

Current Clients And Allies Current Clients And Allies Actively InvolvedActively Involved

Diana RossDiana Ross

Mary WilsonMary Wilson

Tina TurnerTina Turner

Target ClientsTarget ClientsWho Are MembersWho Are Members

Betty FordBetty Ford

Hillary ClintonHillary Clinton

Laura BushLaura Bush

How to BecomeHow to Becomea Visible Leadera Visible Leader

Volunteer for the program committeeVolunteer for the program committee

Co-sponsor program with an allyCo-sponsor program with an ally

Lead special interest groupLead special interest group

How to Highlight How to Highlight Specific ServicesSpecific Services

Organize panel of clients for Spring programOrganize panel of clients for Spring program

Submit an articleSubmit an article

Step 8 Building Your Personal Step 8 Building Your Personal ReputationReputation Use Multiplication Marketing

ClientSolution

2

ClientSolution 1

ClientSolution

3

AprilApril AugustAugust

MarchMarch AprilApril

AprilApril

May/May/Sept.Sept.

OctOct..

DirectMail

E-MailNewsletter

Make ASpeech

PublishArticle

Employee Benefit LawEmployee Benefit Law

Developed Core Speech onDeveloped Core Speech onAttention-Grabbing TopicAttention-Grabbing TopicSpoke to Multiple AudiencesSpoke to Multiple Audiences– Insurance consulting firm clientInsurance consulting firm client

updatesupdates– Human Resource associationsHuman Resource associations– Small BusinessesSmall Businesses

Developed Checklist Developed Checklist Registered for NewsletterRegistered for Newsletter

Developing a Case Study Developing a Case Study

RulesRulesStories sellStories sellCase studies are “paper Case studies are “paper based” introductions and based” introductions and endorsementsendorsementsShows brief, practical Shows brief, practical solutionsolutionMakes you the heroMakes you the hero

Structure Structure 1.1.SituationSituation2.2.TraumaTrauma3.3.Here is what we Here is what we

did did 4.4.Benefits for clientBenefits for client5.5.Your credentialsYour credentials6.6.Close for next Close for next

stepstep

Example: Dennis CrouchExample: Dennis Crouchhttp://patentlaw.typepad.com/patenthttp://patentlaw.typepad.com/patent

Objectives For YouObjectives For You

Clear Personal Marketing PlanClear Personal Marketing Plan

Think and Act Like Rainmakers DoThink and Act Like Rainmakers Do

Put Your Success Under Your Own Put Your Success Under Your Own ControlControl

Larry Bodine

630.942.0977

[email protected]

Michael Cummings

630.572.4798

[email protected]

QuestionsQuestions

crafting your personal marketing plan for 2007 february 15th, 2007 web seminar with larry bodine,...

Documents

marketing planfocus

strategic marketing

personal value proposition

ideal target clientsmarket

clients desirethe secret

best existing clientsturn

client relationships

company executives business