JANUARY
2005********************
IN THIS ISSUE
Welcome
Article: The Secrets to Effective Follow Up.
News and Announcements
Contact Information
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WELCOME
Happy 2005! I can’t believe we’re already 1/12 of
the way through the year. To say time flies is an
understatement! To me, the fleetness of time
underscores how important it is to identify goals
and create a plan to achieve them.
Are you setting business development goals? Are
you writing them down and systematically imple-
menting the strategies necessary to reach your
goals? It is well understood that the most successful
people don’t just dream about what they want in life
and wait around hoping it will happen. First, they
write it down and then they make it happen in a
structured, strategic manner. This month’s article
looks at the components of an effective marketing plan.
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THE SECRETS TO EFFECTIVE FOLLOW UP
Rainmakers often create an annual marketing plan to
help them define measurable goals, create action steps
and incorporate accountability into their business
development efforts. The best marketing plans include
activities such as joining organizations, speaking,
and writing. They also include business development
activities geared toward client development and
retention, as well as new business development and
professional and personal development. Let’s look at
the possibilities…
Organizations and Associations. An effective
marketing plan includes involvement in professional, industry,
civic and community organizations. Don’t join too many –
no more than three to five - and be sure to become active in those
that you join. Go to meetings. Join committees and become known.
Also, be sure to work into a leadership position in the organizations
you join. Become chair of a committee or seek a position on the
board of directors. Write or edit the group’s newsletter
or get involved with the organization’s annual education
conference.
Presentations and Articles. Give presentations
to your target market on topics of interest to them. Write articles
on those same topics and publish them in industry publications.
Seminars. Participate in the planning and imple-
mentation of a seminar. The seminar may be put on by your firm,
or together with another company that focuses on the same target
market as you. Be creative but be sure to develop a budget and
plan for your seminar, possibly including a survey of your target
market for topic ideas and interest prior to embarking on such
an endeavor. And, don’t forget to have your attendees complete
evaluations following the seminar. You’ll not only be able
to fine-tune for the next one, you’ll be able to garner
additional ideas for future seminar topics.
Promotional Materials. Promotional materials,
such as brochures, newsletters and web sites, can boost a good
marketing plan by providing something tangible to give to prospects
you have met through being active in organizations, writing articles,
and giving presentations and seminars. That being said, do not
hold off on moving ahead with proactive marketing efforts if you
don’t have promotional materials. They can support your
marketing efforts, but do not take the place of getting out there
and “doing” marketing.
Client Development/Retention. Spending time
nurturing relationships with existing clients is time well spent.
Many a client has commented that although their service professional
began the relationship by being extremely attentive to the client’s
needs and desires, within a very short time working together it
appeared that the professional became complacent and no longer
went that extra mile. In fact, clients often reported that it
felt as though they had NO real relationship with the professional
they once thought would become an important part of their business.
If there is no relationship there is no loyalty, it’s that
simple.
New Business Development. Not surprisingly,
a good marketing plan incorporates strategies to develop business
from new clients. Create a chart upon which you enter the names
of several targets for 2005. These can be potential clients or
potential referral sources, and can be names of individuals or
companies. Next to the target name, list the type of work you
envision doing for this potential client. Then, write down proposed
activities that can bring you closer to the target. These activities
may include joining a specific organization or determining whom
in your network may be able to provide an intro- duction..
Personal Development. The final component of
your individual marketing plan should be personal development.
Continual development of one’s skills and self is an important
part of becoming your best and being able to give your best to
your clients. You may wish to teach at a local university or other
institution. You can also attend classes or listen to audio courses
to further your development, or join Toastmasters (or get a coach!)
to help polish up your presentation skills.
Once you have identified an activity or activities you
would like to include in your marketing plan, note
any resources you may require and the names of any
individuals whose assistance you may need. In order
to really get things going, give yourself a deadline
and make yourself accountable to someone to ensure
you follow through.
As you can see, the best marketing plans include
powerful activities such as joining organizations,
speaking, and writing. The magic is in “going deep”
into your target market so that your marketing is
consistent and focused. Your marketing plan should
also include activities geared toward developing
yourself as a professional and a person, as well as
efforts in client development and retention, and
acquiring new business. Put together, these
activities comprise an excellent marketing plan,
and by putting it in writing you are half way to
accomplishing your business development goals.
Now, all you have to do is execute your plan!
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NEWS AND ANNOUNCEMENTS
I’m currently booking speaking engagements and workshops
for 2005 and 2006. If you would like me to come speak to your
organization or business on a topic related to business development,
contact me via email at Barbara@Rainmaker-Strategies.com
or phone at (858.566.5585). Also, if you’d like to look
at a list of possible presentation topics, please visit my web
site at www.rainmaker-strategies.com.
To purchase your copy of my booklet, Business Development: 97
Quick & Easy Tips For Lawyers, go to my web site at www.rainmaker-strategies.com
or send me an email at Barbara@Rainmaker-Strategies.com
and I’ll be happy to process your order. Cost is $5.00 for
a single copy (plus tax where applicable and shipping).
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CONTACT INFORMATION
Barbara Nichols Mencer
Rainmaker Strategies
Barbara@Rainmaker-Strategies.com
www.rainmaker-strategies.com
If you’ve enjoyed this article and learned a valuable
business-building tip, please feel free to forward
this newsletter to your friends and colleagues.
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Copyright 2003, All Rights Reserved. Reproduction
in whole or in part without permission is prohibited.
