In this episode, Rob Patterson of Parkins Lane and Paul Evans of Toro Digital are joined by Alistair Marshall, Director at Professional Services Business Development.
We discuss: Whether you’re an experienced practitioner or a lawyer starting out, how do you define your target market? As a starting point, Alistair recommends an audit on revenue and profit, work type, clients, sectors, geography, client issues. Passion and enjoyment should also be a factor as well as a drive to immerse yourself into your clients world, understand their business, industry, regulatory requirements, etc. The 3 pillars to promote yourself as an expert in your area: Speaking - including good speaker etiquette and a robust CTA/follow up plan Writing Networking (online and offline) Don’t be shy about putting your questions on the table with a client/prospect, literally. Alistair discusses the importance of being prepared when heading into a warm meeting: Do your homework and have questions prepared to guide/prompt the conversation. What’s the objective of the meeting? What’s your expectation? What’s your value-add? What are you offering that is unique, for example, research, insight, information, etc? Don’t give a history lesson about you/the firm. Let the client do most of the talking - this is a discovery meeting. How to build a BD routine into your week: 2 hours minimum Block out time on a Tuesday, Wednesday or Thursday Focus on and create strategy around: 5 existing clients 5 prospect clients that fit your ‘perfect’ client model 5 referrers Alistair’s top 3 poor uses of marketing & BD budget that have very poor ROI and engagement, especially for attracting new/prospective clients: Brand advertising Sponsorship Hospitality events (private rooms at football, cricket, etc)
Connect with Alistair
On LinkedIn
https://au.linkedin.com/in/alistairmarshall1967
Professional Service Business Development website
https://www.professionalservicesbd.com.au/
Email Alistair
apm@professionalservicesbd.com.au
Resources
To receive Alistair’ ebook, "10 immediate actions to generate revenue & cash," head to the footer on his website and sign up.
https://www.professionalservicesbd.com.au/
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