Cormac o kelly train the trainer
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Marketing for Professional Services Firms Marketing For Professional Services Firms ooo
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Marketing for Professional Services Firms
Marketing For
Professional ServicesFirms
ooo
Marketing for Professional Services Firms
Introduction
&
Agenda
Marketing for Professional Services Firms
Two CoreMarketing Strategies
Marketing to existing clients
Marketing to new clients6 Tactics
David Maister
Marketing for Professional Services Firms
New Clients Existing Clients
Courting
Broadcasting
Listening
Nurturing
Superpleasing
6 TacticsBrand
Brand
Brand
Brand
Brand
Marketing for Professional Services Firms
“The solution is to choose a small number of the most effective
activities and do them consistently”
CJ Hayden
Marketing for Professional Services Firms
Listening
Nurturing
Superpleasing
6 Tactics
New Clients
Courting
Broadcasting
Brand
Brand
Brand
Brand
BrandExisting Clients
Marketing for Professional Services Firms
What is‘Superpleasing’?
Exceeding existing clients expectations so that they will go out of their way to recommend
you to others.
‘Ouzos’ Parking Angels
Marketing for Professional Services Firms
“So did you get good service?’
Two Concepts
Car Service
Technical Service
Customer Service
Spark Plugs, Oil ChangeFilters, Tyres Checked
Conversation,CommunicationDrop Off, Coffee
Doctors
Availability, Affability, Ability (in that order!!)
Marketing for Professional Services Firms
Avis ‘LoveBombs’ - 98% Repeat business
The carpenter and the rabbit
The barman - Take a seat I’ll drop it down to you
The mechanic - I’ll drop you to the dart.
Marketing for Professional Services Firms
“It ain’t what you do it’s the way that you do it - that’s what gets results!”
Clients experience a professional service.
Good Technical Work and Customer Service yield a positive Experience
Good (or even excellent) technical work is a given!
The opportunity is ……..?
Marketing for Professional Services Firms
Finding a winning additional business from existing clients
outside the current remit.
What is‘Nurturing’?
Marketing for Professional Services Firms
Benefits of Nurturing
• Higher Probability Prospects
• Acquisition cost is lower
• More Profitable
Marketing for Professional Services Firms
Nurturing Activities
• Run a reverse seminar
• Attend client internal meetings
• Desk Research / Competitor Analysis
“There’s money in them thar hills”
Marketing for Professional Services Firms
Questions
Cormac O’Kelly
Social Media Management
www.socialmediamanagement.ie
