In these turbulent times when client service is at all-time lows, a little effort can go a long way. One positive step your firm can take is to put a Client Bill of Rights in place.

What Is a Client Bill of Rights?

Simply defined, it is a document that outlines what clients will receive from your firm. Unlike a personalized engagement letter it contains specific deliverables for the client such as:

• You will always be treated in a professional and courteous manner.
• You will receive clear and timely answers to your questions.
• You will have access to a service team that will take a proactive approach to your situation.
• You will receive work on time.
• Your phone calls and e-mails will be returned by the end of the business day.
• You will be billed in a prompt manner.
• You will receive a clear explanation of how your fees are calculated.

Why Is This Important?

When you get right down to it, client service is at the core of the business. But it’s important to understand that excellent service can mean different things to different people.

“We put a Bill of Rights (BOR) in place to make sure the how and why of client service was documented for all staff. The command to ‘provide excellent client service’ can be interpreted many ways by people so the BOR makes it clear,” says Bill Cloppert, managing director at Cincinnati, Ohio-based accounting firm, Barnes Dennig.

Let’s face it, practitioners don’t intend to provide a poor client experience. It’s quite the contrary as most practitioners pride themselves on providing outstanding service. Unfortunately in this over-stimulated environment, in which we are forced to do more with less, marginal service can often result without intent.

“We talk client service all the time, but we wanted to give our staff something in writing to make sure they internalized what client service really meant,” said Anne Glass, chief operating officer at the Irvine, Calif.-based CPA firm Wertz & Company. “That’s exactly what the Client Bill of Rights allowed us to do.”

When you develop a clear picture of what great client service looks like, clients know what to expect before the relationship begins. That goes for each person in your firm too. The Client Bill of Rights just makes it easier for professionals to deliver on the promises that your firm makes to your clients.

“The BOR clarifies and makes tangible to clients what ‘great service’ means,” added Cloppert. “Not only does the BOR put some meat on the bone, but it gives clients a scorecard [to which] they can hold us accountable.”
What Are the Benefits?

There are a number of benefits that a BOR can provide to your organization and your clients including:

• Practitioners understanding what their expectations are in serving clients.
• Clients knowing what they can expect from your firm.
• Management having a scorecard that clients can use to hold the firm accountable.
• There is a baseline understanding of what must be delivered in the relationship, when transitions in the client service team must take place.

How to Get Started?

“We first introduced the Bill of Rights at a firm meeting where all received a copy of the document. We held a discussion to get the staff talking about what everyday actions our people could take to live the spirit of the BOR,” says Chris Perrino, business development director at Barnes Dennig. We then added it to the website and included it in the firm brochure.”

Here are some steps that your firm can take to develop a BOR for your clients:

• Define what outstanding client service means in your firm.
• Identify the goals that you expect your team to achieve when serving your clients.
• Outline assistance that the leadership team will provide to help employees put these new rules in place, such as training, coaching and mentoring.
• Present the BOR to everyone in your firm.
• Add it to your firm’s website and your brochures.
• Develop a regular training session to introduce it to new employees.
• Introduce it to all prospective clients during your meetings.
• Include the BOR in your proposals.

“We have a framed copy of the firm’s Bill of Rights in our lobby. We also include it in all of our engagement letters,” added Glass. “It creates accountability on everyone’s part.”

“New employees meet with the managing director their first week and he discusses the BOR with them,” remarked Perrino. “This assures that the BOR stands out in their mind that this is to be learned and lived. It’s not just another topic discussed during their welcome to the firm process.”

Keys to Success

“The key to success is ‘walking the talk’ every day. In other words, we must live up to the statements of the BOR in every interaction with clients,” says Cloppert. “It guides our thoughts and provides a path forward.”

Is it time for a Client Bill of Rights in your firm?

As practitioners look to build their practices in the new economy, many are going back to the basics to win new business. Telling tales or storytelling is the oldest form of marketing and communication and one of the basics that deserve a second look. I first wrote about this topic in 2008, and as one in three business clients is expected to consider a new CPA firm this year, it’s the perfect time to revisit it.

You may be thinking “Is she nuts? We’re numbers people. We’re all about bottom lines. Business leaders don’t have time for stories. They want facts and figures to earn our trust.”

Bad news! Numbers and facts without context can be confusing to many business people. They’re also transactional in nature and don’t easily lead to relationships. And worse, what your firm does is often perplexing to those outside the organization. No matter how striking your PowerPoint or website, most people don’t understand what you do, how you can help them or how you’re different from competitors.

State-of-the-Heart Technology

So what’s a professional to do to win more new business? Although facts and figures may seem like the right way to win a decision-maker’s trust and business, you must connect with one’s emotions if you want them to make a change. “If you can’t tell it, you can’t sell it,” says Peter Guber, CEO of Mandalay Entertainment Group and author of the new book Tell to Win. Buying isn’t a rational decision, but one that involves emotion. In this high-tech age, Guber calls storytelling “state-of-the-heart technology.” Simply put, “It’s important that you lead with your heart and not with your head.”

What does this mean for practitioners? You have to connect with people in ways in which they can relate. Today’s business leaders want more than meaningless jargon and service offerings when considering a new advisor including:

• Can we trust them?
• How will they enable us to operate more profitably?
• Will they be proactive and creative in their approach to help us succeed?
• Will they continue to learn what’s new with us?
• Are they worth the fees they charge?

Story Superpower

Good news. Stories allow you to answer prospects’ questions and more. Purposeful stories are one of the most powerful ways to build trust. Why? They have a number of business development superpowers including:

• Gaining attention that can lead to a conversation;
• Building relationships rather than conduct transactions;
• Putting facts and figures in emotional context;
• Explaining what you do and how you can help prospects;
• Opening prospects’ minds to new ideas;
• Learning how you’re different;
• Understanding what you’re like to work with;
• Remembering you; and
• Costing nothing — you’re already hardwired to tell them.

Three Stories to Tell

Chances are good that you already tell stories, but don’t realize it. To win, you must tell purposeful stories that connect with your audience. Are you simply repeating “the same old story” or telling something new that prospects want be a part of? For starters, there are three stories you should get comfortable telling.

Who am I Story. Whether a prospective client is deciding to meet with you or to listen to you, they need to know more than you’re a CPA. Help them understand who you are by sharing a simple experience that helps them feel like they know you, such as:

• Why you love what you do;
• Something you’re passionate about;
• Recent project you enjoyed working on and why; and
• Someone from your past who impacted you.

Firm Story. Tell a revered account about your firm that helps potential clients get to know your organization and why it is special. Replace talk of “we were founded in 1953” with narrative that resonates, such as:

• How did the firm get started?
• Why do you enjoy being a part of the firm?
• How does the firm make good on its promise?

Success Story. These are the stories that enable your audience to understand what you do and how you can help them. Great ones draw outsiders in by opening their eyes to new ways of achieving success.

• What struggle did a similar client face?
• How did you help them work through it?
• What were the results?

Essential Elements

There’s no one right way to tell a story, but there are a number of elements to keep in mind as you prepare to tell:

• Authentic. Be yourself. It’s your story so own it. Let your true self shine.
• Clear Message. Tell stories with clear messages that your audience can easily understand.
• Connects with the client. Help your client[s] step inside your story by offering an experience to which they can relate.
• Angst, Struggle, Triumph. We often gloss over angst, but it’s an essential part of the story that others want to hear. It’s the glue that helps win them over by hearing how you helped others succeed.
• Concise. Stories don’t have to be long to be effective. Get good at telling a tale in less than a minute or two.

Modern Day Campfires and Cave Walls

There are still campfires and cave walls in today’s business world, but they just look a little different. Let’s take a closer look at a few to consider. There are lots more out there, but the trick is to identify ones where your clients gather:

• Websites. This is one of the first places a prospective client or referral source will go before they consider a meeting with you. Welcome them with open arms with the gift of Who am I and Firm stories. Tell them with video on your home page. Tell them in your bios.
• YouTube. This can be an effective place to post your stories and link them to your firm’s web site or other campaigns. Any of the three stories will work well here.
• Speeches. What an infectious way to connect with your clients. Ask the person introducing you to tell a story that connects them to you. Include a Who am I story as you get started.
• Social networks. Use your LinkedIn, Facebook and Twitter connections to tell your stories regularly.
• Lobby and conference rooms. Your office is a great place to tell your stories. Consider a video in the lobby. Photographs are also powerful storytellers too. Show-and-tell of your community involvement and your industry experience.

If you’re serious about winning new business it’s essential to help your audience understand who you are and how you can help them. That starts with a tale. Whoever tells the best story that helps prospective clients make sense of their situation is going to win their trust and their business. So dust off your stories. Tell tales your prospects want to be a part of.

It’s also no secret that the stakes to win big in the fragile business environment are higher than ever. Just consider the latest odds revealed in the 2010 CCH Accounting Firm Client Survey. One in three business clients will consider a new CPA firm this year, and over half of them have already been contacted by another firm. It’s becoming clear that retaining clients is no longer a game of chance. As a result, many practitioners and their firms are rethinking their sales strategies by working smarter to claim substantial payouts that can result from earning more targeted business.

Cash in on Five Winning Strategies

With the busy season finish line clearly in sight, now is the time to build a winning hand that you can count on by taking greater control of your business-development initiatives. As you get started, here are five strategies to help you and your firm win all the new business you want.

1. Stack the Deck in Your Favor With a Game Plan. To win the new business jackpot in this highly competitive marketplace, it is essential to create and follow a sound game plan. Think about it this way. You have a plan for the audits you conduct and the tax returns you prepare, so why shouldn’t you have one for your sales endeavors? Here are the essentials: 

• Clear, measurable goals
• Well-defined targeted audience 
• Carefully planned strategies and tactics to reach your audience
• Consistent on-going initiatives
• Clearly defined expectations and roles for each professional
• Specific timelines 
• Regular systems for accountability and tracking

2. Prepare to Win. Today’s clients are more demanding than ever. That means crafting your sales strategy on the way to the meeting is no longer an option. Chances are high that they will have done their homework on you and your firm well in advance of your initial meeting, and they’ll expect you to do the same and more. Bottom line? They want to see big things from you, and that is going to take thoughtful preparation. Here is a sample checklist to get started:  

• If your firm doesn’t hold a pre-call planning session prior to each sales call, it’s time to start.  
• Research the company and its decision makers.  
• Learn what’s happening with the organization and the industry. 
• Find out whether there have been any recent changes in top management. 
• Determine similar clients you serve and their key issues.  
• Identify potential opportunities to score points with the prospect, i.e., new services for problem resolution, new processes for operational improvement. 
• Identify who in your firm is best suited for the call. 
• Determine what role each member of your team should play on the call (i.e. leader, moderator, industry or subject expert, scribe).  
• Develop an agenda for the call based on the talking points you want to cover. 
• Debrief each call upon your return:  
  • Do you want to pursue the prospect? 
  • Can you win the business? If so, what will be required? 
  • Is the investment of time worth the payoff? 
  • Are there other decision-makers you will need to impress? 
  • What are your competitive advantages? Short comings? 
  • What are the next steps? 

3. Build a Winning Hand by Understanding Their Changing Needs. If you want to win and keep a client these days, it’s essential to understand their changing needs. According to the CCH study, the top reason clients consider leaving their CPA is when the firm does not check with them regularly on their changing needs. Today’s busy client is looking for an advisor who not only understands their business environment, but can provide new ideas and guidance to meet their evolving needs. It’s about providing insight into where the business is heading and how to help them along the way.

Asking questions is the single most effective way to understand your prospect’s changing needs. Keep in mind that no two businesses are alike. Just because you understand one doesn’t mean you know what is on the minds of those you are presently courting or serving. Posing questions regularly is also the best way to demonstrate how much you care about their evolving needs. Consider adding these questions to your regular lineup:

• What’s new with you and your organization since our last meeting? 
• What impact do these developments have on your goals? 
• Will these developments change your present course? If so, how? 
• In what ways has the economic crisis impacted your organization’s objectives? 
• What are the top priorities that you are working toward? What are the time frames for each? 
• As the economy starts to rebound are there goals you identified prior to the economic downturn that you are considering once again? If so, can you help me understand them?

4. Double Down With Essential Value Questions. Next it is critical to understand what your prospects value in the way of deliverables from their trusted advisors. If you are unable to learn what is truly important to them, how can you possibly deliver them? Consider these questions as you meet with potential clients:

• What deliverables are essential for your advisor to provide regularly?
• Help me understand the type of guidance you want from an advisor like me.
• What do you value most in your current relationship with your advisory firm?
• Are there areas in which you are not receiving the value that you are looking for from your current advisors? If so, please explain.

5. Show Them the Money. Who can forget the infamous phone conversation from the movie Jerry McGuirein which Cuba Gooding Jr. wanted Tom Cruise to show him the money? Although it was a scene from a Hollywood script, nothing could be more true to winning and keeping a client these days. Not only do business leaders want to achieve greater profitability and bottom-line results, they want to see other benefits for operational improvement. Whether its quicker turnarounds or better efficiency to name a couple, it is essential that you help them understand how you can deliver the goods. One of the most effective ways to do this is through the use of success stories and examples. Help them understand the types of results you can bring by using simple terms they can understand. Don’t fret, no client names are required. Once they learn how you can help them achieve greater results, you will be well on your way to landing their business.

Isn’t it time to build a winning hand that you can count on? With some purposeful action in the business-development area now, you will be well on your way to hitting the new business jackpot!

“It’s like Christmas” she exclaimed trying to contain her excitement as she opened the big red box. “At long last I will finally be able to connect to the Internet and send emails. I am probably one of the last people to get connected, but it sure does feel good.”      

I don’t know which one of us was more excited. It was amazing to walk her through the computer setup realizing that she had never used a tool that I could not remember what it was like not to use. I am happy to report that she picked it up rather quickly as we moved through the process. 

Once we were through with the setup, she stopped and smiled. “I can’t believe it. The first thing I want to do is go online and find all there is about the upcoming royal wedding of Prince William and Kate Middleton. Then I want to send some emails.  Oh and we need to figure out what my email address should be too.”

How exciting it was to see my mom giddy over something new. It just goes to show you that it’s never too late to learn. It’s also an important reminder to take the time to help others learn a new skill like technology that we often take for granted. The best part is that you will gain so much by simply giving a little of yourself in order to help someone else. 

If you know a special someone who might need a little technology 101, find the time to help them. I hope that you experience the same sense of wonderment that we did yesterday!

Business may be anything but normal this year, as clients demand more due to recent economic woes. More, more, more! Clients want it all these days. More attention, greater value, more information, greater efficiency, better use of technology and more tax breaks.

Wow, that’s a lot of pressure, as many feel stretched to their limits. So what’s an overworked professional to do at this critical juncture?

 Show Some Love Before It’s Too Late

For starters, a little TLC can go a long way in an environment where client service is at all-time lows. More than just technical expertise, clients want to know they’re important to you and your firm. Many organizations brag about their excellent client service. Unfortunately many fall short. Going forward, client loyalty will require more than lip service. It’s about demonstrating how much you care in ways that are meaningful to the client.

Seven Proven Tactics to Lasting Loyalty

Just as in any relationship, retaining devoted clients requires an ongoing commitment of time and focused effort. To gain their lasting loyalty, use these seven proven tactics. You’ll be glad to know they’re inexpensive and easy to implement.

1. Make Client Service and Retention a Top Priority in Your Firm Every Day. Although this philosophy is likely a given in your firm, revisit your commitment. Talk with your staff about it. Let them know that everyone on the team plays an important role in your clients’ satisfaction. Ensure each person on your team knows exactly what they’re expected to do take care of your precious clients.
2. Say the “L” Word. Don’t assume your clients know how important they are to you. Especially the ones who have been with you the longest. Tell them. Deliver the message with authenticity and sincerity. Canned messages are often forced. For example, you could say, “John, I want to let you know how important you and your business are to me and my firm. We value our relationship. Please know that we’re here to serve you and your continued needs.”
3. Be Curiously Interested in Them. Check with them regularly on their changing needs. If not, it screams YOU DON’T REALLY CARE ABOUT ME. You’ll also miss out on critical insight that can impact the guidance you provide. The best way to do this is simple, be curious. My doctor does this at the start of every visit – “Tracy, is there anything new we should discuss since our last visit?” Make it a part of every client meeting to find out what’s new.  
4. Have Regular Dates With Key Clients. It’s easy to get swept up in your daily routine and miss the opportunity to get face-to-face with your clients throughout the year. To overcome this, have regular standing dates with your key clients.  Whether it’s monthly, quarterly or semi-annually, find a time and a place that’s convenient to meet. If you’re a morning person, consider breakfast. No time for a meal, how about mid-morning or afternoon coffee? If you’re both fitness buffs, invite them to join you for a run or a workout.
5. Touch Them Often. It’s important to stay in touch between client meetings. Each touch lets them know you’re thinking of them. Share information that affects them such as regulatory changes, industry trends, thought leadership and new firm services. Change your touches. Use articles, newsletters, white papers and blog posts. Touch them on Facebook, Twitter and LinkedIn. Drop them a note to let you know you saw their name, their business or a family member or name in the news. Share items of personal interest, too. Today’s technology provides you with countless ways to stay in touch. Make sure they’re on your social media networks and distribution lists.
6. Don’t Miss Important Deadlines. Efficiency and timeliness are essential to maintain strong client relationships. It says to your clients:“I care about you and I’m true to my word.” Early deliveries demonstrate an even stronger commitment. Let them know in advance in the rare occasion you find yourself unable to meet a critical deadline, then, do everything in your power to meet the new deadline.  Never wait until the last minute.
7. A Penny for Their Thoughts. Developing loyalty also requires you to know how you’re doing in your client relationships. Are you providing the care and experienced guidance they’re looking for? Are you delivering the value they’re seeking? Are you meeting their changing needs? Whether you measure client success with a formal survey or simply poll clients at the end of each engagement, it’s important to gauge whether you’re measuring up to their expectations. Many professionals shy away from this step due to fear of what they might learn. Isn’t it better to know the score, so you can do something about it before it’s too late?

Make sure to remember your beloved clients. Let them know how important they are to you and your firm throughout the year. Start now. They’re counting on you. If not, they may be counting on someone else soon.

Play to Your Strengths – Scrap the “one size fits all” marketing approach.  Identify areas that you and the professionals on your team enjoy.  Match firm growth goals with individual strengths.  If you like to write, for example, pen an article for a trade association, start blogging, or write a column for the firm’s e-newsletter.   

Eliminate the Expectation Gap – Everyone wants to be on a winning team.  But practitioners are not always clear on what part they should play in the overall growth agenda.  Big gaps often exist between firm growth goals and what is expected at an individual level.  To maximize ROI, work with individuals to clearly outline how each should contribute.        

Adopt a Litmus Test – As marketing gains momentum, it’s easy to lose focus by piling on unplanned initiatives along the way.  To eliminate the temptation, use this simple tool – a Litmus Test.  Here’s how it works.  If someone proposes a change of plans, ask 5 questions to keep you on track:

• Why are we considering this initiative?
• How will it help us achieve our growth goals?
• Do we have a champion committed to it?
• Will we follow up after the initiative?
• If we take on this new initiative, what others will take a backseat?

Capitalize on Thought Leadership – Innovation and information are power tools in today’s economy.  Use your smarts to gain traction with your target market.  Try these winning strategies to provide new insight:

• Blog or contribute to other thought leader’s blogs
• Speak at targeted conferences and seminars  
• Write a guest column for an industry or business publication
• Develop regular articles for your firm’s e-newsletters
• Use social media channels such as LinkedIn, Twitter and Facebook to help others find you

Cross Serve – For years, selling additional services to existing clients has been commonly referred to as “cross selling.”  Just the mention of the “s-word” has given this important function a bad rap.  To make matters worse, it has caused many firms to leave valuable profits on the table.  It’s time to start thinking of it in a whole new way.  For starters, remove selling altogether.  Rename it “cross serving.”  Now use it to help you meet the changing demands of your clients.  Consider this function as an extension of the advice you provide to existing clients.      

Look Them in the Eyes – Winning new business requires more face time.  Start with your clients.  Find ways to get in front of them outside the engagement.  Meet them for breakfast, lunch or coffee.  Find out what’s new.  Don’t stop there.  The same goes for your referral sources, and prospects too.  Conduct a lunch and learn session, host an open house, invite them to attend a function with you.  Get face-to-face in 2011.  

Recycle – Recycling has become a big part of our lives.  Why not recycle your marketing?  In other words reuse, repackage, or repurpose contents from existing marketing initiatives in ways that enable you to expand its reach.   Try these ideas to start your recycling program:        

• Retool a recent seminar into a webinar  
• Use the seminar/webinar content to write an article 
• Post the article on the firm’s newly created blog 
• Include the article in the firm’s e-newsletter
• Share the article or blog link through Twitter, LinkedIn and Facebook
• Take a copy of the article on upcoming sales calls

Add Social Media to the Mix – If you are not already using social media, it’s time to get aboard.  Explore ways to fit it into your existing initiatives.  It’s also a great way to pull your younger generation into the marketing mix.  Start slowly.  Pick one or two things that are right for your firm.  Check out Michelle Golden’s new book, Social Media Strategies for Professionals and Their Firms for some pointers. 

Link Marketing to Sales – Many successful marketing efforts fail to produce optimal results for one simple reason.  Practitioners don’t link marketing to sales.  Let’s say you met several potential prospects at your firm’s recent seminar.  Unfortunately, you didn’t follow up with them because “busy” got in the way.  Bad news! Chances are much of your recent marketing investment will be lost.  If you’re going to maximize marketing ROI, you or someone in your firm must take steps to reconnect with the prospect.   Try these tips:

• Debrief each marketing initiative
• Identify a follow up strategy for potential prospects
• Determine persons responsible and timeline
• Make calls, send letters or e-mails to reconnect
• Find ways to stay in touch – e-newsletters, blogs, LinkedIn, Twitter, Facebook

Track it – We operate in an environment that thrives on measuring results.  To achieve maximum marketing ROI, we must apply the same types of metrics we use in managing our practices to our marketing.  For starters, select 3-4 key areas to track in 2011 including:

• Referrals into and out of the firm
• Web and e-mail statistics
• Win and loss rates
• New business

Celebrate Success – People want to know their efforts are appreciated and contribute to firm success.  Celebrate marketing achievement in your firm by recognizing individuals and teams for their efforts.  For starters, do something special.  End the workday one a month with a “rainmaker hour.”  Have champagne or sparkling cider to toast the occasion.  Recognize people in front of their peers.  Tell stories so others can learn and get amped about what is happening in the firm. 

If you want to make 2011 the best year ever, you can’t afford to leave marketing success to chance.  Take purposeful action to boost your marketing ROI.  Start now. 

He still chuckles over that chat that brought together two complete strangers. 

So why am I writing about all of this now?   

I know many of you dread going to holiday gatherings.  It never fails, you get stuck with someone and the conversation just seems to go nowhere. 

The next time you find yourself in this situation, try food as a conversation starter.  

Let’s face it, most people just feel comfortable around food.   If you want some proof, just think about where people like to congregate at parties.  That’s right, in the kitchen!

To get things started, you might try something like this.  “One of my favorite things about the holidays is all the wonderful food.” 

Then share a story about a favorite holiday goodie. ”I can still remember being in the kitchen and baking cookies with my Mom and Grandfather…”  Next, ask them to share one with you.  You might just be amazed at where that conversation takes you. 

If that doesn’t work, suggest getting a bite of the food that the host has provided.  If nothing else, it gives you a chance to escape, and get a tasty treat too!

Now I can’t promise that all this will lead to an hour long discussion of collards or another of your culinary favorites, but you just never know. 

 Happy greeting and eating this holiday season!

Hooking the Big One

I just returned from a rejuvenating vacation in the mountains of North Carolina.  There is nothing more invigorating than being out in the crisp fall air to witness one of nature’s finest art shows as the leaves explode with color. 

Fly fishing in all this glory was one of the highlights of the trip.  “Landing the big fish” definitely takes on a whole new meaning for me now. 

Reflecting on my fishing adventure, I realize there are many similarities to selling.  Hopefully some of the lessons I learned will help you and your firm win more new business. 

Seven Tips to Winning More New Business

Here are seven practical tips to help you achieve success in your upcoming sales pursuits.   

• Seek the voice of experienced – Whether you are fishing or selling, there is nothing more valuable to hooking the “big one” than the voice of experience.  J.E.B. Hall, my guide from Davidson River Outfitters in Pisgah Forest, was no exception.  This accomplished fly fishing authority brought a tremendous amount of know-how that helped make the adventure a success.  The same rule applies to your sales pursuits.  Look to the seasoned rainmakers in your firm when you are going after a big opportunity.  Seek their wisdom and guidance as you move through the process.  If your track record is a little shy of where you would like it to be, consider bringing in an outside advisor.  There are plenty of accomplished sales coaches out there to show you and your team the way.  Experience can definitely make a significant impact on your results.   
• Be prepared – Sales, like fishing requires advanced preparation.  You don’t just put your hook in the water and pull out a big fish.  It starts with a game plan for the expedition.  Essential elements for the plan include the following:
  • Be prepared before you arrive on the scene
  • Learn all you can about the prospect
    • Research them on the web
    • Talk to people who are familiar with them, such as referral sources
  • Determine who is best suited for the call
  • Develop 10-15 sound questions to ask on the call
  • Identify potential problems that the prospect might be facing
  • Outline success stories that demonstrate how you have helped clients in similar situations
• Think like the fish – It is important to remember that success comes in helping the “fish” get what they want.  Whether it is the fly, the solution to a problem, or the achievement of a goal, you must get inside the mind of your target.  When on the hunt for a new client, this step generally requires you to ask purposeful questions to your prospects.  These can include:
  • What are your top priorities?
  • Have your goals changed in the new economy?
  • What projects are consuming the majority of your time?
• Don’t be so anxious to make the sale – It’s easy to be so focused on making the sale that you scare away the fish.  Prospective clients, like trout can sense danger ahead.  It is important to relax and not be over anxious.  There is a fine line between turning your game plan into reality, and letting things take their course.  You will be amazed with the results when you relax a little.    
• Don’t copy your competition – It is human nature to do what everyone does.  To fish where everyone else fishes.  To use the same flies that everyone uses.  To use the same types of presentations, to have the same types of collateral and blah, blah, blah.  STOP!  The key to success here lies in doing things different.  Have the courage to be bold.  Try something new.  Copying the competition will produce nothing but heartache, will often lead to nothing but the lowest price or worse, nothing at all.  Dare to be different.     
• Realize the value of small fish too – Everyone always talks about landing the big fish.  But when I reeled in a relatively small brook trout, I must admit it was pretty exciting too.  I felt the same adrenaline rush that I felt when I landed the large rainbow trout earlier in the day.  The same goes for winning new clients.  Sure, making a sale to a huge company is incredibly exciting.  But making a sale to a small- or mid-sized company can be just as important.  So don’t discount those opportunities.  Make sure you are just as amped up as for the larger ones.  In the end, several good small- to mid-sized clients can be just as important in building your practice.  You never know what one of these smaller clients can lead you to over time. 
• Enjoy the experience – From the start, I decided that I was going to have fun on the fishing excursion whether I caught a fish or not.  I’ll admit, it is always more exciting to “hook one!” But if you don’t, there are still lessons to be learned that can make an impact down the road.  These lessons can include learning a new technique, seeing things from a new perspective, or spending well needed time with others who are important to you and your practice.  So enjoy the ride and take away something that can help you or others in the future.       

The next time you have a new business opportunity remember - when you can help a prospective client get what they want, you too will get what you want.  Now go catch that big fish! viagra

So what is a professional services firm to do to gain the attention of its target audience in this noisy marketplace?  

“It’s a tough battle to win attention these days.” said Alan Vitberg, director of marketing for Rochester, New York-based The Bonadio Group.  “For starters you must keep your message fresh, and that requires regular marketing makeovers.” 

In fact, The Bonadio Group just unveiled the results of its latest marketing makeover with the launch of Bonadio & You.  It’s filled with lots of new features such as videos, success stories and more.  Check out it out for yourself.

Take the Litmus Test

When was the last time your firm had a marketing makeover?  Here’s a quick test to gauge whether your firm is ready for a change:  

• Have you been using the same message in the marketplace for more than three years?
• Does your marketing contain vague messages such as “we provide quality service” that fail to differentiate you, or offer solutions?
• Does your message touch any emotional nerves, or just stick to the facts?
• If you removed your firm’s name from your marketing messages would the reader, viewer, or listener know it was you? 
• Does your marketing contain compelling messages that cause the phone to ring due to its attention-grabbing power?

If the answer is “no” to any of these, it’s probably time for something new.   

Don’t fret.  Simply click here for six essentials to a break-through makeover. 

Soon you will be well on your way to creating a message with sticking power like Speedy’s.

Networking at Age 3

My mom recently gave me some childhood pictures she found tucked away. We realized that there was an interesting theme going on in each of them. I was meeting new friends and talking to strangers. It was something she said I did (and still do) all the time. Imagine that?!

The first was a visit to the Memphis Zoo where I met a new friend while eating ice cream. And here I go again in this visit with Santa. (BTW Do I still have the same haircut?)

It dawned on me that I started to network at a very early age. No, it was not a skill that anyone taught me. It just came naturally. Guess it was in my DNA.

It wasn’t until I started being asked to lead workshops for young professionals on how to network, that I realized striking up a conversation with a stranger does not come naturally to most people! So if you feel that way, you are not alone.

In looking more closely at these pictures, I was reminded of some of my networking principles that I want to share with you.

1. Be yourself – As a 3 year old you don’t know how to be anyone but you. So, just be you.
2. Be specific about your objectives – If you don’t tell others about what you want, how will they ever be able to help you get it? Most people want to help.
3. Food is a great connector – When you are alone and looking for an easy way to strike up a conversation, head for the food. Unlike networking, food is one of those basic requirements. Heck, I once talked to one of my husband’s colleagues about collards for almost an entire hour (but that is another blog post).

Now that you know my secrets, go network like a 3 year old – I dare you!