The Challenge
Too often, professional services firms:
- Do marketing “by accident” or don’t do outbound marketing effectively
- Hope that “prospects will call us when they need us”
- Never know where their next lead is coming from
- Don’t market using their best asset – thought leadership
- Throw too many dollars into a “marketing black hole”
The Opportunity
Independent research with over 700 professional services firms proves that the #1 source of new business is “Making warm calls to existing clients” – and #2 and #3 are “Speaking at conferences and trade shows” and “Running our own seminars and events” yet if yours is like the majority of firms, you haven’t yet cracked the code on how to make this work for YOUR people to attract YOUR clients.
More research shows that 52-72% of B2B professional services BUYERS are willing to switch to new service providers across a spectrum of specialties. (Wellesley Hills Group, 2009 What’s Working in Lead Generation professional services market study)
Meaning: You’re always ONE good presentation away from closing new business.
The Payoff
Professional services firms and thought leaders within large companies can often do a MUCH better job in the following areas:
• Design and deliver a client-magnet presentation
• Generate leads without being salesy
• Use Before-During-After marketing to stay top of mind
• Maximize profits on a shoestring marketing budget
• Generate more leads, better prospects and bigger sales using irresistible offers and high-integrity techniques
...and in my experience working with clients like this, it does NOT take huge amounts of work; small, targeted shifts in your packaging, promotion, messaging, and followup makes all the difference (which we usually nail down over the course of 1 or 2 days together and then the floodgates open!)
Last Word: Marketing Skills vs. Presentation Skills
A decent presentation built for marketing and sales results will outperform a brilliant presentation built for a “standing ovation” or praise from your local Toastmaster’s club or high marks from a presentation skills coach.
Bottom line: I don’t care if you become a great speaker. I do very much care that you become a good speaker who consistently generates more leads, better prospects, and bigger sales each time you present in front of a roomful of potential buyers.
What do you think? Fire off some thoughts, comments, or questions in the COMMENTS section below. Let's talk about this one...
As a
motivational speaker in the area of marketing and business development, I'm often asked by CEOs and business owners about how they can be better leaders of their internal marketing efforts.
My answer is you can't be a great marketing leader unless you're first a great leader.
Here are some guidelines that the best leaders across all disciplines have come to recognize as foundational to their leadership success and that I share with you for the benefit of your own marketing success:
- Expect the best from people you lead.
- Become fully aware of others' needs.
- Establish high standards of excellence; communicate them
clearly and often. - Create an environment where failure is not fatal.
- Climb on other people's bandwagons if they're going
anywhere near the neighborhood you want to go. - Employ stories, examples, analogies, and models to
encourage success.
- Use a balanced mix of positive and negative feedback in
a constructive spirit and with specific substance.
- Appeal sparingly (or not at all) to competitive or
aggressive impulses.
- Encourage and reward collaboration.
- Build into the group an allowance for healthy conflict
and "fights" around issues, not around personalities.
- Recognize and celebrate achievement.
- Take steps to keep your own level of motivation genuine
and high
You could pay a marketing coach or ad agency or brand consultant BIG bucks to create (or recreate) your brand. A word of advice: DON'T!
You need a snappy name. Something sharp, clever, clear, and concise. Something you’d be proud to have your fans and customers display on a t-shirt, coffee mug or bumper sticker. You want to be the go-to resource – no – you want to be the rock star in your profession or industry. And you’re just one strong branding step away – you can almost TASTE it!!!
But you’re not smart enough to do it yourself.
Oops, wait a minute… yes you are.
Fact is, a lot of advertising agency types and “branding gurus” are simply overpriced hacks. Shocking, I know… you’re stunned that coming up with a cool name for your new services, programs, and products could be simple, straightforward, and easy.
Well, sit down with a nice hot cup of your favorite caffeinated beverage and strap in – ‘cuz you’re getting my secret stash of branding whoop-ass.
Take your topic or product or service (Leadership or Cookies or HVAC or Recruiting or Plastics) and add one or more of these brand building blocks. Some stand alone – some work in combination with others. Sometimes you’ll want to put the building block BEFORE your service/product and sometimes it will sound better AFTER. Play with these – they’re my gift to you.
Instant Branding Toolkit
Market
Exchange
Zip
Zap
Focus
Momentum
Fun
Power
Professional
Savvy
Smarts
Sense
Action
Pyramid
Dive
Redline
RPM
GPS
Roundtable
Summit
Slide
Swing
Sandbox
Playground
Monkey
Chimp
Rhino
Hippo
Gazelle
Tiger
Lion
Shark
Dolphin
Insights
Forum
Café
Center
Storm
Success
Life
Mojo
Club
Hub
Lounge
Launchpad
Library
Archive
Free ____ tips
Free ____ tools
Tips
Tools
Toolbox
Toolkit
Club
Network
Posse
Bakery
Mashup
Focus
Resource
Queen
King
Flyer
Circle
Gameplan
Blueprint
Treasure chest
Strategies
Tactics
Secrets
Profits
Revealed
Disco
Party
Pantry
Bakeshop
Factory
Foundry
Vortex
Nexus
Universe
Galaxy
World
Planet
Star
Done right
Made easy
Cocktail
Bar
Game
Advise
Monitor
Puppy
Daddy
Mama
Baby
Zoom
Boom
Direct
Show
Thunder
Undercover
After hours
After dark
Agent
Sauce
Juice
Jazz
Page
Letter
Book
Cruise
Action
Roadmap
Max
Navigator
Gps
Master
Accelerator
Advisor
Lightning
Bullseye
Profits
Revenues
Hang out
Shout
Scream
Bam
Mall
Feast
Meal
Lunch
Zone
Poop
Scoop
Machine
Force
Onramp
Route
Highway
Express
Check
Box
Square
Speed
Accelerate
Compass
University
U
College
Academy
Institute
First
Prime
One
I'm looking forward to buying from the following businesses in the very near future... maybe one of these will be yours:
- The Cookie Machine
- The Video Advisor
- CareerNavigator
- SalesGPS
- Coffee Hangout
- Guitars After Dark
- The Fitness Foundry
And if you end up using something you create with this list as your new brand, do me a favor – please make a generous donation to your favorite charity. Even a tiny fraction of what you would have paid the “ad agency” will make a BIG difference to the non-profit of your choice. If you don’t have any particular good cause in mind, here are three I recommend:
http://www.acumenfund.org
http://www.roomtoread.org
http://nsafoundation.org
Rock on, you do-it-yourself brander, you!!
Do you like this list? Want to Tweet it? Quote it? Add to it? Use the comments area below and let's hear what's in YOUR can of branding whoop-ass!!
As you know, the LAST thing I ever want to be called is a "social media expert" or social media marketing coach. Yech. That ain't what I do and it aint' who I am. Ain't. Ain't. Ain't.
There, that feels better... now what I AM is a social media enthusiast. I love it and I think it's a great tool to add to your internet marketing game plan.
Is it perfect for everyone? No.
Is it useful for some? Yes.
Is it vital for a few? Certainly.
So... to help you ramp up the effectiveness of your social media efforts, you need to know what to say and how to say it.
And most outreach "templates" that these social media tools offer you are pretty weak. Things like the standard LinkedIn connection invite, the Facebook friend connection, and others. No worries, you're about to get hooked up.
LinkedIn: 
Quick Marketing 101 review - Do people care about YOU or do they care about themselves? Yes - that's right! 5 points. They don't give a rat's tushie about you and they care 100% about themselves.
Now look at the standard LinkedIn connection invite:
===
I'd like to add you to my professional network on LinkedIn.
===
Hmmmm... how do you feel about being "added"? And who cares about "my professional network"? This is all wrong.
Here's your new template - notice the switch in focus and benefit. Plus I added a new line with even more value. Finally, I prevented someone from clicking the "I don't know them" button which LinkedIn penalizes you for:
===
I'd like to put my professional network on LinkedIn at your disposal. After we connect, if there's someone to whom you'd like a personal introduction, just let me know.
If you prefer not to connect at this time, please archive this message now. Thanks in advance.
===
Facebook:
You can't really go wrong here but I still have a useful connection "script" for you.
Let's say you notice that through your Facebook "Suggestions" (currently on the right side of your home page immediately below the section labelled "Requests"), there are people listed with labels like "37 mutual friends," "51 mutual friends" and so on.
You can connect with these folks, but chances are excellent that they might not know you from Adam - or Eve. Thus, you need a fun, approachable, and appealing script to drop in when you want to click on them to connect. After you click "Add as Friend" you'll want to click the link in the dialog box that says "Add a personal message" and type:
===
Vanessa - Wow! We have 37 mutual friends. We GOTTA connect simply so we can talk about all these people!
===
Twitter:
First rule, don't use automatic Direct Messaging (DM). People hate 'em. I hate 'em. Most savvy Twitter users hate 'em too.
They're used by spammers, affiliate marketers, and MLM salespeople. Just awful.
Not sure how to set that up? Good. You don't need to know. Didn't I just specifically ask you NOT to do it? No matter how "cool, valuable, friendly" you think they are - DON'T do it.
This next bit isn't a script, it's more of a practice. It's called ENGAGEMENT. Rather than simply pumping out clever tweets and retweeting others, build relationships. My formula for social media success (as a social media enthusiast, remember!) is the 3 R's formula:
Resources - Yes, certainly share your blog posts, your micro-ideas, and retweets of cool links and thoughts from others. Your first week on Twitter, this is fine if it's all you do. The second week, though, you better get busy with...
Relationships - Build relationships with other users you follow, admire, or resonate with. Use public @ messages or private DMs to connect with them, comment on their latest contributions, or thank them for an idea. Be detailed - so don't just tweet "@dnewman Hey - Cool!" Instead tweet this: "@dnewman David, awesome ideas on your blog about those social media scripts. Thanks!!!"
Reciprocity - Once you get the Twitter thing going, you've built some good relationships and you're seen as a valuable resource and contributor, it's only natural that people will start to promote you with some reciprocal love. They'll respond to your ideas, they'll Retweet you, they'll promote you in their #followfriday recommendations, and they'll scratch your back as you scratch theirs.
Your Email Signature: 
This is where I see all kinds of stupid stuff. For example:
====
Joe Shmoe
Profession - Email - Phone
Feel free to subscribe to my newsletter / read my blog / check out my articles - Web link
====
What's wrong with this signature file? 2 little letters - MY. MY. MY. Remember marketing 101, nobody gives a hoot about YOU.
Consider my new signature file - and one that you should feel free to copy, emulate, or steal:
====
_____________________________
David Newman :: Tel 610.716.5984
Helping professional services firms do a better job of
marketing themselves
to
get MORE focus, MORE momentum, MORE clients, and MORE fun!
Three resources you
can grab right now:
1. Fat-free marketing ideas for the brave, fast, and smart:
http://www.doitmarketing.com/blog
2. Follow me on Twitter to get cool
micro-ideas to grow your business:
http://twitter.com/dnewman
3. Connect with me on LinkedIn so you can
tap into my 800+ connections:
http://www.linkedin.com/in/davidjnewman
====
What's the lesson? Appeal to VALUE, appeal to EGO, and make it worthwhile for people to click on your links, follow you in social media, and join your Tribe.
Have some other cool ideas on this topic? Leave a comment below and let's hear what you think... go on... DO IT!
Kindly donated by Mr Robin Sharma, World Class Business Coach
1. Remember that leadership isn't about your position. It's about your influence.
2. Get fit like a pro athlete.
3. Lift people up versus tearing people down.
4. Protect your good name. An impeccable reputation takes a lifetime to build. And 60 seconds to lose.
5. Surround yourself with positive, ethical people who are committed to excellence.
6. Remember that even a 1% daily innovation rate amounts to at least a 100% rate of innovation in 100 days.
7. Believe in your dreams (even when others laugh at them).
8. Measure your success, not by your net worth but by your self worth (and how happy you feel).
9. Take an intelligent risk every 24 hours. No try-No Win.
10. Read "Buffett: The Making of an American Capitalist".
11. Watch "Man on Wire".
12. Regardless of your title at work, be a team builder.
13. Remember that business is all about relationships and human connections.
14. Say "please" more.
15. Say "thank you" more.
16. Know your Big 5: the five things that need to happen by the end of this year for you to feel its been your best year yet.
17. Read your Big 5 every morning while the rest of the world is asleep.
18. Read "As You Think". At least twice this year.
19. Be willing to fail. It's the price of greatness.
20. Focus less on making money and more on creating value.
21. Spend less, save more.
22. Leave everything you touch better than you found it.
23. Be the most positive person in every room you're in.
24. Run your own race.
24. Stay true to your deepest values and best ideals.
25. Write a handwritten thank you note to a customer/friend/loved one every day.
26.
When you travel, send love letters to your kids on hotel stationary. In
time, they'll have a rich collection to remember your travels by.
27. Read "Atlas Shrugged".
28. Be a problem solver versus a trouble maker.
29. Rather than doing many things at mediocrity do just a few things-but at mastery.
30. Honor your parents.
31. Commit to doing great work-whether anyone notices it or not. It's one of life's best sources of happiness.
32. Give more than you receive (another of the truths of happiness).
33. Have your 1/3/5/10/25 years goals recorded on paper and review them weekly.
34.
Be patient. Slow and steady wins the race. The only reason businesses
that went from zero to a billion in a year or two get featured in
magazines is because 99% of businesses require a lot more time to win.
34. Underpromise and then overdeliver.
35. See part of your job as "a developer of people" (whether you work in the boardroom or the mailroom).
36. Wear your heart on your sleeve. When people see you're real, they'll fall in love with you.
37. Be authentic versus plastic.
38. Read "The Alchemist".
39. Remember that life wants you to win. So get out of your own way.
40. Consider that behind every fear lives your next level of growth (and power).
41. Eat less food.
42. Drink more water.
43. Rest when you need to.
44. Read "SUCCESS" magazine.
45. Write your eulogy and then live your life backwards.
46. Demand the best from yourself.
47. Remember that the more you go to your limits, the more your limits will expand.
48. See everything that happens to you as an opportunity to grow (and therefore, as a precious gift).
49. Be obsessed with learning and self-development.
50. Become comfortable alone (you are the only person you get to be with your whole life).
51. Smile. It's a stunningly effective way to win in business and life.
52. Reflect on the shortness of life.
53. Be bold when it comes to your dreams but gentle with those you love.
54.
Remember that success is dangerous because it can kill
drive/innovation/passion and going the extra mile. Be successful yet
stay hungry.
55. Read "The Autobiography of Benjamin Franklin".
56. Be of deep value to this world.
57. Own beautiful things but don't let them own you.
58. Use excellent words.
59. Laugh more.
60. Don't complain, gossip or be negative.
61. Plan as if you'll live forever but live as if you'll die tomorrow.
62. Feel free to pass these lessons on to those you want to help.
If Stupidity got us into this mess, then why can't it get us out?
-- Will Rogers
To forget one's purpose is the commonest form of stupidity.
-- Friedrich Nietzsche
Trying to solve problems or find answers with the same set of information that got us "into this mess" in the first place indicates one of several things:
1. We are dangerously insane.
2. We are incredibly irresponsible.
3. We are sadly unaware of our own trailblazing and "off the charts" navigation capabilities.
What only a handful of very successful individuals realize is that, in fact, the current landscape, as perceived by others, is irrelevant as far as you're concerned.
One of the most powerful tools you have is self-knowledge. In the simplest terms, this comes down to answering these basic questions:
* Who am I?
* What am I all about?
* What do I love to do?
* Who do I want to be?
* What's the best way for me to get there?
* Where would I like the journey to take me?
Spend a few moments completing the following. Yes, you! Yes, right now.
Find a pencil. I'll wait...
Good. Here we go... 
Exercise: List 10 things you LOVE to do. Any context is fine. Use your personal life, professional life, with your family, friends, civic and church groups, anything:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Now review your list and summarize each of these ten items
into a 1-word VERB, such as "communicate" or "connect" or
"share."
These are ten of your core action words that define you at
your best.
How can you bring more opportunities to use these actions
into your life? In answering this question, please remember
that even a small change can have a huge impact.
You don't need to quit your job in an office in New York
and move to a kibbutz in Israel if one of your key words
turned out to be "share."
Why don't you share some of what you know with your
colleagues? Teach a class, write an article, start a
discussion group, create a lunchtime seminar series, or
start an interactive message board on your corporate
intranet?
So many people are unhappy because the opportunities to use these core actions have evaporated from their lives or have become blocked by schedules filled with "too much to do" and "never enough time."
But stop and ask yourself, "How effective is my mind if my heart and soul are starving?" And if you don't take care of them, who will?
THIS is your real work for 2010 - enjoy the ride!
I got a phone call a few days ago from my friend Steve who is a fellow independent professional. He said to me at the beginning of the call, "David, I'm calling you as a reference."
So I'm thinking, "OK, he wants to hire someone I've worked with or someone I know - perhaps even a client of mine whose testimonial he saw on my website."
I say, "Steve, what can I do for you?"
And then he mentions someone's name. Let's call this person Larry. Now I like Larry and he's a good guy - perhaps a little confused about his marketing and messaging... and frankly that's OK because Larry is NOT a client of mine (although I've given him plenty of chances!)
Steve stops me and says, "No, no... I don't want to hire Larry. Larry wants to hire me. I'm calling you to ask you what kind of client do you think he would be?"
Wow. It's not a consultant reference, speaker reference, or service provider reference - Steve was asking me (essentially) "Would this guy be a good client?" FYI Steve saw me connected to Larry through LinkedIn and some other social media sites.
Lessons for YOU:
- We live in a hyper-connected world
- People DO read your social media profiles
- People DO judge you on the "company you keep" both online and off
- If you're a pain in the ass - as a consultant, speaker, vendor, partner, OR client... word will spread faster than you can imagine
- The top people in their field (ahem, YOU) do not have the bandwidth nor the interest to work with folks who are a pain in the butt
- YOU can't afford to be a pain in the butt on EITHER side of the professional services buying equation
Comments? What do you think? Have you had some experiences to share along these lines? Would love to hear from you in the Comments section below...
"Keep your mind on the hole you're playing."
-- Tom Kite
I'm a marketing speaker - I am not a golfer, but the following bits of wisdom from former US Open champion Tom Kite contain value for you that you can apply way beyond the links...
- You can only play one hole at a time. That's the first step toward how to think like a pro. An important key to a successful game is staying in the present.
- Resist the urge to add it up. If you anticipate your score, you'll be distracted from the task at hand.
- Focus. Concentrate on hitting great shots rather than worrying about bad ones or what others will think.
- Visualize the ball going to your target. If your mind wanders, refocus and start over again.
- Don't worry about the shot you just missed, or how you're going to play the 18th. Taking care of the present lets the future take care of itself.
Brilliant advice from marketing expert Maria Marsala. Maria is a Business Builder and former Wall Street Trader. With her motto of "Powering-UP service businesses and their owners," she provides articles, tips, classes, and resources to do just that. Learn more at www.ElevatingYourBusiness.com
1. My charge for an initial consultation is "x." If we turn out to be a good match, and you hire me, I'll apply 1/2 of "x" towards your commitment.
2. I'm happy to give you 5 minutes or less of free time, however, most issues are more quickly & effectively resolved in an undisturbed session(s). May we schedule a meeting so I can give you my undivided attention?
3. If someone is very persistent, whip out a stopwatch & say "For $2 a minute I'd be happy to go into this now. May I start the clock & do you prefer to pay with cash or check?"
4. What I can do is refer you to a free resource on "_______."
5. I do work with two pro-bono clients, who are in desperate need financially. I'll take your card and add you to the waiting list.
6. Yes, I do work with clients on "name the issue." Would you like to set up a consultation?
7. That will cost "x" per hour.
8. There's a lot I can do for you that's similar to the work I did for "xyz" client. Would you like to get together and build a marketing plan? (And then charge for those services.)
9. Well, I'd love to suggest something; however, my fees are "xxx" per hour.
10. Are you looking to hire me?
11. Are you looking to hire _____? Well, I'd love to talk to you about that; my fees are "x" per hour."
12. You may call me for a 15-minute talk, very focused, on that issue.
13. "Well, the answer to that question depends" and then spend a few minutes explaining some of the options and considerations. For example, I may explain that the best way to identify the "solution" is to work backward from the desired end result and process. That provides a natural lead-in to: "If I were to work with you on this project, here's how we would do it..."
14. Sorry, I can't answer that unless you pay my fee (or hire me).
15. A complete answer to your question is going to take more than 15 minutes over the phone. Would you like me to send you a proposal on this?
16. I have really enjoyed talking with you and would like to help more. May I send you one of my brochures and a rate card?
17. Do you have a time line and/or budget in mind for solving this problem?
18. Have you looked at cost estimates from others who would like to help you solve this problem or complete this project?
19. It's not a good time for me to begin a session right this minute. Would you like to briefly discuss session times and fees?
20. Are you seeking generic free information on "the topic" or to work with a "your profession here" to address your specific situation? [If I have a free resource, I'll ask for their email address and send it to them.]
21. I provide a general 3-4 sentence overview of how I would address their concern with them. Then I say that I've found that the sorting of the information available and subsequent application of that information is so specific to each individual that I always recommend hiring a "your profession here" for getting that one project completed.
22. Well what I can offer you on that subject is an ebook (CD, audio, etc) called ________. I'll email you the link.
23. Refer them to these "free" or "almost free" resources:
- The library has books/tapes/audios/CD/reference librarians.
- To an outsider, your local SBA and SCORE Offices "look" free. They're really not "free" either. Their classes "cost $" and their advice is paid for by all of us as part of our taxes.
- Find a professional who needs your services and see about some sort of in-kind exchange or barter. Again, this isn't totally free, as you do need to report it on your taxes, but in most cases, there isn't any money exchanged.
- Join lots of ezines by experts in the area you're looking to learn about, but do it quickly while they are still free. And know that the 'best of the best' contain ads and affiliate programs, too.