January
2004
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IN THIS ISSUE
Welcome
Article: Creating an Individual Marketing Plan – Part 2
News
and Announcements
Contact Information
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WELCOME
I
just came back from speaking at the
New York State Bar Association’s
Career Fair. What a blast! I met such
wonderful people. Of course, being
born and raised in San Diego, the low
temperature and the snow was a little
daunting, but I actually ventured out
into the weather a little and even enjoyed
it!
Speaking
of the NYSBA’s Career Fair,
following this month’s feature article
find out who won the giveaways – two
enrollments in my 8-week business
building teleclass plus one hour of
coaching – absolutely free!
But
before we get to that announcement,
let’s talk about building your business.
Last month we looked at activities to
include in a well-rounded marketing plan.
High on the list is joining and becoming active
in professional, industry, civic and
community organizations. Other effective
marketing activities include giving
presentations and writing articles to be
read by those who heard your presentations.
And, of course, let’s not forget creating
dynamite promotional materials to give an
added boost to your marketing.
This
month we look at additional critical
components of a good marketing plan,
specifically, personal development, client
development and retention, and targeted
prospect development. Read on to find
out more.
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CREATING
AN INDIVIDUAL MARKETING
PLAN – Part 2
The
components of personal development, client
development/retention and new business devel-
opment are essential to a well-rounded and
thought out marketing plan. Let’s look at each
of these elements.
Personal
Development. Continual development
of one’s skills and level of professionalism 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 tapes 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,
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.
Client
Development/Retention. Spending time
nurturing relationships with existing clients is
time well spent. Many a client has commented
that although their service provider 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 provider
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. No relationship
= no client loyalty, it’s that simple.
So
how can you build those critical relationships
with clients? There are many ways but some of
the more obvious include taking the client out to
dine or to enjoy a sporting or theater event. Also,
look for ways to give added value to your clients,
perhaps sending a pertinent article or providing
an in-house seminar for members of the client’s
company.
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 2004. 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,
determining whom in your network may be
able to provide an introduction, or even cold
calling, if your professional code of ethics allows
for this type of marketing activity. Finally, jot
down any assistance/resources that you will need
to reach your targets. Include introductions, money
for dues, meetings or meals, and directories or
collateral pieces.
As you can see, the best marketing plans
include powerful activities such as joining
organizations, speaking, and writing. They
also include business development activities
geared toward developing yourself as a profess-
sional, as well as efforts in client development
and retention, and acquiring new business.
Put together, these activities comprise an
excellent marketing plan. Now, all you have
to do is execute it!
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NEWS
AND ANNOUNCEMENTS
Winners
of the New York State Bar Association’s
Career Fair Giveaways.
Okay. Here it is! The following two people won
a complimentary enrollment in my 8-week business
building program, “Practice Law & Prosper” and
1 hour of free coaching:
Brian
C. Laskiewicz, Esq.
Michael D. Shanabrook, Esq.
Congratulations
Brian and Michael! I’ll be contacting
you soon with all the details!
Free
Practice Building Teleseminar for Lawyers.
Would you like more clients? Unable to balance
“making rain” with practicing law? Then this
teleseminar is the place for you. Join my partner,
Michael Charest, and I for a complimentary
90-minute practice-building teleseminar. During
the teleseminar, you will learn a simple three-
part marketing system guaranteed to produce
clients. You will also see that the minute you
change your thinking, your business will explode.
You’ll also learn how to keep a steady stream
of potential clients … and more!
This
teleseminar will be held on February 9, 2004,
At 4:00 p.m. Pacific, 7:00 p.m. EST. If you are
interested in participating, simply email me at
Barbara@Rainmaker-Strategies.com or call me
at 858-566-5585. We will email you the simple
instructions on how to access the seminar.
Booklet
Details.
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 $5.50 for a single copy (which
includes tax and shipping).
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CONTACT
INFORMATION
Barbara
Nichols Mencer
Rainmaker Strategies
10606-8 Camino Ruiz, PMB 309
San Diego, CA 92126
858-566-5585
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 2004, All Rights Reserved. Reproduction
in whole or in part without permission is prohibited.
