If your staff seem reluctant to promote your practice to clients and prospects send them a link to this blog and follow up with a staff meeting focussed on this topic.
Why is marketing activity critical to practice development?
Most fish will not jump out of the water and take a hook held two foot above the water, even if there is bait attached. Similarly, why should clients and prospects approach our firm with its problems if they have no idea that we can help them?
Marketing lowers the hook – it lets people know that you are available, have an interest in, want to help them solve their problems.
Marketing is critical. Without an engaging marketing programme we will not catch enough fish!
Sourcing new prospects for the firm:
Winning new clients is a time consuming process – it’s a numbers game. The more businesses and individuals we are communicating with on a regular basis, the more likely we will convert increasing numbers to be our clients. New clients are the life blood of a thriving practice. Even if we provide a five star service we will lose clients due to natural wastage; retirement, mergers, insolvencies and so on.
These clients must be replaced. If we are to grow, we need to win more than we lose.
Here’s a few ideas how you can help:
- Find us new names for our practice newsletter. This is a free service. It’s an easy ask – just let everyone you meet know that you work for us and request their business card. Tell them you will add their name to our free newsletter list. Don’t discriminate. Don’t assume that we only want substantial businesses on our contact list. When we add a new name to our list we also, potentially, may get access to their contacts. Every new contact is a potential referral source.
- If you feel that you would like to develop your marketing skills, you may be able to participate in marketing activities, seminars or other networking events.
- Be an ambassador for us.
The payoff’s for you include:
- An opportunity to demonstrate that you are making a positive contribution to the growth of the firm.
- Increasing your job satisfaction.
- Making a difference to clients.
- Taking on and developing new skills, skills that will enable you to empathise with clients’ efforts to market and sell their businesses.
We are not suggesting that you need to sell to clients. We just need you keep an eye open for opportunities to provide clients and indeed new prospects with the services that we provide – and communicate this in such a way that action can be taken.