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Written and recorded by Mac Mackay, DAWLAW
Hello. Welcome to all of you listening and watching online to this program from Data law applying good business practice. My name is Matt Makai, and it's my pleasure. Teoh take you through this program and explore the subject from a number of different points of view. My background is in advising law firms on their marketing as a chartered marketer. So I'm helping people understand how to win more business on this program is very much about good business practice. In that respect, I'm also happen to be a chanted manager. What that means is that I helped law firms managing their people because, after all, at the end of the day, good business practices Emmy achieved through people. So this this jewel background on H that I got this enabled me to give a useful insight to number of different parts off this particular program. Now, the way we do things that data law Review unaware of this is provide you with online content such as you have. Now you watch this at any time at any pace that you like any place that you like, go through it in your speed, watch it from whatever device you feel most comfortable. You're waiting outside of court. Take 10 minutes and run through something very reasonable. Use it in different ways that suits you so reflecting on the fact that we've got different people listening different people watching different ways of learning. What I've done for this program is to provide a comprehensive workbook on. I have a copy in front of me here, some 30 or so pages, 38 pages on. I don't expect to produce a hard copy unless you really want to, but I will be directing you to various parts off it. Very sections. The presentation that you're looking at here mirrors that Andi. I aim to give you the work, but before those of you who want a particular area, I want to look at it in a bit more detail. If you happen to be suffering from sleep deprivation and by all means, take all 38 pages on life somewhere comfortable on the sofa and read it, and you're probably not off very quickly, it's there as a resource for you to dig deeper into it. It's there for you to share to work with your colleagues. There's a number of different exercises. I might invite you to stop the film, have a look, a particular area. But it could part of the workbook to turn this program not from a theoretical programme. Not from a interesting, quite amusing but not very helpful program toe, one that is actually going to make a difference to help you improve the business on for your practice. So you have control over the time and pace off program on, I will be inviting you to stop from time to time and take various sections off the particular work we're looking at. So you might want to take money, but opportunities print out. One or two key pages are referred to. The pages will fit very much with what we've got here to give you an opportunity to turn what we talked about into very practical application. So let's have a look what you're letting yourself in for on this particular program that says today's menu. It's today. I'm recording this in one session, but I expect you to look at it in various different times. So what want to do is to explore the modern marketing. Mixed marking of a business is not something that could be left marketing department. I want to make offer off more comprehensive marketing. Mix it you as an individual. Whatever role you have in your firm could make a difference to the marketing of your firm. If you are a fee earner on, most of you probably are, then you should be in firm control or that mix of things. There's various activities that will promote on secure business, both fourth and success of the client in terms of achieving outcomes for him or her, but also from the firm's point of view as a sustainable service for the community at large. So making it work for you as an individual and indeed for your firm. So, as I suggested, there's opportunity to share it with other people, to share it with your colleagues and to explore different ways of making it work in practice. So let's a key thing, I think when it comes to buying professional services, if we stop, look at the process off decision making the thoughts that clients go through before deciding to put their problem. That case they matter with you is a useful exercise because when you understand the process that clients go through, then we could begin to think about what is it you need to do that? Move people from a state. I never heard of your firm. Don't what you do right the way through to being a loyal client of yours on one that would bring end of stream of recommendations of other clients to door. So if we can man understand the process, manage the process. And then we look at tools and techniques that will bring more people along to your door, which suggests that we need to use the right communication strategies for the right phase off that particular process. So looking at targeting, making best use of your final marketing budgets, I think is gonna be very interesting. I'm very useful. Of course, on occasions you will want to convert clients from a buying One thing to buy mawr resources from you may be that complicated promotional video what you may have seen as you may sell, somebody will. But really, you want to sell them probate as well lasting power of attorney for family members, trusts and so forth. So you want to upscale? A bit upsetting? It's called good lawyer client then why not make sure that they have the services that you provide to make sure that you're protecting their interests in a variety way? So that's say, obviously gonna be important for you as an individual. But also, if you are in particular in a multi disciplinary practice, then why should a client go to somebody else to get something that one of your colleagues could provide? It makes a lot of sense. Both as well demonstrate from the client's point of view, as well as from your firm's point of you to make sure that your full range resources is made available. So if you happen to sell somebody conveyancing matter, then are you not also able to get them to produce, Get a will produce for them as well as they acquired or disposed to particular asset. Their situation may change so quite clearly, there's an opportunity if you happen to be in a multi disciplinary practice, but also going to be looking at networking not only from the point of view online it working, but particularly from the point of view of going out there and meeting people on engaging in conversations to explore a little bit about why that's so difficult on how we can make it so, so much easier for those getting out about particularly business to business environments and so forth. Winning new business with your meeting people, local chamber of commerce or a business enterprise or something like that, then so ideas that will help. Of course, there's going to be a need to explore some avenues to do with social media under some things. Got interesting area because course it is in its ascendance. So that's our menu. I think we better get on into the content. So the first thing I want to look at, which I think is really quite interesting when I first saw this, is to understand not what you do, how you do but why you do it, the core beliefs about you and your firm. And I think when we start to look at that, it begins to open up a few ideas, particularly in applying good business practice. There's been work done by a chap called Simon Cynic. You'll find him on YouTube, and he's been talking about getting to your why understanding why you do what you do enables clients to understand what you're about to engage with you. Most conventional firms behave in quite straightforward ways. On is presented in this sort of straight for target device on. Essentially, we know what you do. How you do it on then. Sometimes we understand why on he gives a very good example about I t companies producing computers. You take apple Well, what they do, they produce some pretty good phones. How did they do that? Well, they push the boundaries off difficulty in terms of design and application of that design to that on. Why did they do it? Well, they do because they do. That therefore, doesn't sound pretty attractive approach to why you might want to actually by one of their phones compared with any others. Except, of course, a lot of people do buy them. But maybe your lover of Androids or something like that on iPhones are not the only phones available to you. But that's what most firms do. I know what you do. You are a conveyance. You are legal aid, and therefore you do prison all I know. What do I know how you do it? Because you employ some of the best people there. But unless it's a distress purchase and legal aid situations can often be so. But for private firms doing private clients commercial, household, then knowing what you do sounds very well, good. But it's not really inspiring because we have to remember that people don't buy what you do. They buy why you do it. What passion do you have now? I know myself having run through a lot of data law. Legal aid agency programs management call stage one on running the theme interactive live Webinars. The discussion forums that are indeed life and everybody you talk to me and everybody talk to each other. I discover the very, very powerful why people do leave raid work. That why is, I think, very important, but often overlooked by many other businesses. So that little target, What is interesting is to turn it around a little bit so that talking is represented for you on page four. But turn it around. Look at it from a different point of view on looking it from your firm. If you are able to understand, explain to people on explain why why do you make life so easy when it comes to buying or selling health. Why is it you want to work in child care? Why is it you I want to work in matrimonial matters? Understand why people buy that thought, that idea as to why it's not why you practice law because you want to make a shed load of money. It's not why your firm is existence to make a profit, that you looking at your firm. It's not why your clients spend money with you. Kinds. Let's pay money view because they want you to make a profit. Beef out your pension. That's not the why that they buy into why I want to work with somebody that's committed to conveyancing. I wanna work with somebody that's committed to protecting the interests of my aging parents with lasting power of attorneys and so forth. I understand why you may, once you've explained that I know how you do it, but you should employ some best people around the qualified people who share this particular passion that they've got that experience on. You could do this in a number of ways. You may be running it online. Maybe doing a phone, you become a visit. Me, I may visit you coming through the nursing home. If it was lasting power of attorney or whatever, I want to know how. Then the bottom line is Well, okay. I understand that you're committed to protecting my parents interest. I understand, but you'll come and visit them. What you gonna do? Well, that's the end of that particular process. But the why turning around the other way is the most important. So the key thing, I think in this first opening session that we've looked at here are the takeaways for people like you. Okay, I'm Mac. You may not know I stand 634 So it's a big Mac. Well, what are the takeaways? Because I think it's useful to step back from what your business is about. For you as a profit making entity that happens to practice law is to think about your own firm on. Look at it from the external point of usedto. Why would clients want to come to you? Then you can turn that. Why? Into marketing copy. You see, because if you start with what we do, we do conveyancing because we make a show of money out of it. You're gonna get very far. But why do you want to help people with conveyancing? Well, you may recognize it's one of most stressful experiences that people have in life behind and bereavement and so forth. Right matrimonial strife. But it's right up there with the most stressful things and moving house never done. This will obviously know why it's difficult, so incorporate that into marketing. We know that it's a stressful. Why do we do it? What we want to make your life has a straightforward possible going through property transaction. That's why we do it. And then we can understand what sort of people we're dealing with. There is actually a subtle difference, not just in terms of the title use between customers and clients. This is summarized on page five of the notes for you, but essentially customers no best. Therefore, they will buy the cheapest price because, actually, do you know the best where they do all the research on cars? They want to buy the car cheapest price. They do with the research on who does P. I do with the research on who does convincing they deal with the research on producing wells on do so on and so forth. Or they'll do the ring round on those our customers and they're probably not people kinds. However, uh, I think that you know best, and they want to understand why you do what you do on. They will want to buy the best value they get. So demonstrating that sort of thinking may help you to explore how we approach the market of how the market, more importantly, approaches you. Because that is what marketing is all about. Anybody that has undertaken a particular course in marketing. Well, no off the four piece of marketing, the product price, the place, the promotion. Well, I'm gonna take another look at it from a different sort of angle on Explore how we could make the marketing mix come alive. But I think really wants that even further back from that. When you talk to people about marketing, what is it? Most people think that somebody was selling or advertising or publicity or promotion or something like that. Well, of course, marketing is that, but it is more than that. If we take the Chartered Institute of Marketing definition off, what is marketing its defined as the management process responsible for identifying it's a speaking and satisfying customer requirements profitably. Hahaha. Right, Well, what does this mean to you? What's most important words on the screen? And he thought so, that I expect you think maybe it's profitably well, clearly on organization needs to make a profit. We'll make best user off its money. This public sector organizations with me to make a profit to sustain it over the longer period. But profit is not what marketing's about. It is the product of it. It is not what it is marking something else. So maybe marketing is important from understanding customer requirements. But of course it is customer requirements, because without a customer you have no business. If you're a private NT sections that and even if you are, er, legal aid agency firm, then you have no business. If you have no clients, satisfying them is obviously important from a transactional point of view on being up to satisfy a customer, of course, is important business but isn't the most important words for they anyway. In marketing babies, anticipating stay one ahead of the curve, knowing what the customer wants, knowing what their situation is, what outcomes they can expect to understand that negotiate those sort of things with a client, obviously very important. But in terms of marketing made, that is, uh, marketing is about. It is important, of course, but it's not fine detail off. The definition of that, I think, is the most important. So maybe you think, well, it must be about identifying. I think good marketing people, which hope a bit like you bit like me. We have two eyes two is one mouth when we used them in the same proportion of those looking and listening and understanding what it needs and that able to identify what they want on being supply satisfactions to those particular needs. Well, very important. But I did ask what was the most important words up there? Well, of course, what is leftism management process? Because marketing is not a Siris of techniques, it is a management process responsible for all the rest, producing output output from a current. It's obviously important now from firm. My profit is also important as well, so with the understanding that if marketing is a man from process than what processes get managed, this is really where the marketing mix comes in because back in the sixties are probably before most of you were born marketing Waas being described as the way forward after the customer was king. Manufacturing post Second World War was important then, having manufacturer all those things we needed to sell themselves. Selling was important. Then in the sixties, the customers came Chap called Cotler. Peter Cotler came up with a very good approach to what marketing is all about. So this traditional marketing mix Waas looked at as the four piece What is our product? What is it? We're we are selling well, of course, in a law firm we're setting and get you out of jail card. We are selling a how to buy a house car. We are selling a how to get out of a business, a domestic relationship. It's a number of different things. Well, as products and those products are service products needing people to deliver services, there's the product. But then what price will it be? Will it be only additional thing agreement? Will it be on a fixed fee? Will it be on a hourly rate? What is the price that this is going to be charge that well that's what part the marketing mix. And then how do clients find it? Well, are you on the high straight? Are you online? What is your place of business or your hours of business on? How can I get to engage with a particular product? Then, of course, I put in italics marketing you seen as a serious of promotional techniques that publicize, uh, what you do, the price, your charge and how I could get access to it place of peers in High Street or in online on. Then that's the published. He said that in the sixties was going to be your first coloring book marketing, explaining what it's about. But even Cotler in his latter works very good works. They were to recognize that for service marketing there other things that quite important so from law firms, point of view and clearly is about people you've got all these senior partners Are they senior associates are the junior partners? Are there trainings are the paralegals and are they license? Compliance is very, very good people. ALS the above. Oh, so people, of course, is so important when it comes to the delivery off service, it serves extra p in the marketing mix. Then, of course, when it came to services, well, let's make a something more tangible services ethereal. But let's make it more tangible. How do we make it service tangible? Well, we maybe do the offices, nice offices, blush officers, officers on the high street, officers in every high street, officers across the country, the physical evidence. Maybe it will be your own appearance as a person, a sister, Africa, What you wear when you're in court representing your client, for example, the physical evidence, maybe many varied. It may be in the brochure, maybe in the letterhead. It may be a number of different ways, and then one of those other peas waas the process. Is there a process? But of course, this case management process that's hard processes, hardware, software processes. There's lex L accreditations defined processes. Investors in people processes the processes off, convincing the processes off, attending court. Now that is a very good way of looking at the marketing mix because it does cover all those key drivers. That's key things that are about business practice. And when I looked at this and having studied marketing all those years ago, I thought, Well, okay, that's what sounds very good. I understand that I don't know what to do under each of those headings, but when I met a former business colleague of mine, John Wilms Hurst, he's the W of D a W. By the way. Hey, and I looked at this and thought was one thing substantially wrong with this on. That is, where is the customer? Because marketing is anything. It starts and ends with a customer. So where is the customer on also, who is looking after these things? So it's a conveyancing product. It may be that it's something that is with the license complaints that the product is, therefore with post the price. While that may be decided by the finance people, the business managers, the competitive price that maybe somebody looks after the office is the place that work will be done and maybe look after the online presence. And that's everything. Marketing department. After the publicity's HR, senior partners are going to recruit people the people side of it. Somebody will paint the waiting room or make the Web page looks something from physical evidence there on. Then somebody will define what processes are. Maybe it's I t will define processes. Maybe it will be statute defined the processes, a case management system or whatever it might be on. The problem I have with this is firstly, where's the customer bill? But also that could be seven different parts of the organization looking. So where is the integration off this makes it is mixed up. So I miss is not only the customer, but it also missed mixes up each of these different components business. So what I do know notice about pirates is that by the output off off the integrated marketing mix, and this integration is really what it's all about, young bombs has tonight looked at this and thought, Well, OK, it's not the four peas or the seven piece marking, but it should be putting the customer first and foremost seven seas of marketing. So this is the more modern mix. The kitchen aid mix slightly more expensive than a hand whiskers, you probably imagine. So what is that all about? What? I don't think that people buy a product, they buy things that they value. Remember my comment about the difference between customers and clients? I am absolutely certain that I researched it. I could do my own conveyancing. But I do value Somebody's gonna take the headache away for me. So customer value, what is it that somebody values on? That, of course, is very, very important. People don't buy products. They buy solutions to problems. Is it a convincing problem? Visit a motoring traffic offence. Problem is a person injury problem. What am I gonna value? Um, I'm gonna value something done quickly. Emigrant value. Something done extremely well. What are the parameters of value in the client's eyes? On linked very closely to that is what is the cost off ownership, The cost of engagement. You see, I story against myself. Those convinces listening chocolate, this one. But I moved from the West Country to East Anglia. Change of job on. It wasn't a company move. I was moving. So I went to look at where I could find some convincing. Back in those days, there were things called libraries near those buildings with books in that we used to go to to find things. And I went along to the library down in bath on found something called Yellow Pages thes of these big yellow directories on the shelf, pages off yellow. And I looked up solicitors, firms and I saw an advertisement for the area of east angular is moving to on. I phoned up three numbers with the town address of where I was NATO wearers moving on there. I spoke to three people phone on. One chap there, called me dear boy. I think he was very much old school, I think probably were this original on his desk. It was a lovely person on. He was the cheapest, so I engaged him to do the conveyancing. I moved myself. Your family up to East Anglia moved in. Life was good. Got on with work. I found a job locally. She was very content on the new child came along and then, after a few years, moving to a different location expanding family, meeting himself, house we bring on by another one. All so far, so good again. We went over to look at the local sister to handle our purchase, and the same sister is handling our sale on. This is where we discovered that the fourth bedroom above the garage off the house that we were selling did not have planning permission for said bedroom on. Uh, I chuckled a bit and I said, Teoh, new convincing firm What doesn't matter? Because I did build it. Well, that may be the case. You didn't build it, but building definitely the planet mission to build it and it doesn't have it. So we would understood this was gonna be necessary, so had to retrospectively apply. When I dug out the box month of the stairs four years previously, I discovered that the person that had done the convincing hadn't noticed this. They were now retired on duh. The upshot of it was cutting this rather long story short lives that we lost the sale to the purchaser. We have Teoh, as a consequence, lost the purchase of the house we were trying to buy me, but renting for a year on so on so forth. So although I bought it cheaply, the cost of ownership was intimately related to the cost off customer value. So these to become very much related. So it's not where you're located. It's whether your convenient being to deal with somebody on the phone or online may be more convenient visiting the office. But if a visit to the officers necessary. The fact you've got car parking might be more convenient, then somebody else. It's, uh, somewhere in some other part of town where there is no parking. So convenience as it happened, they complain, sir, that I did use was actually open from seven AM to seven PM, not the headline office hours on the door from the High Street or on Web page. But once we engaged, Sylvia said, You want to come and sign those documents, then we could do that promptly on time in every morning from seven o'clock. So which day is good for you? And as a business user, I thought this was far more convenient than having to deal with things by taking some time off from my working day in order to get services I wanted. And I really value that are paying more for that a man. I don't like being promoted to any more than you do. I don't like people stopping me doing one thing. Tell me about what they are doing, whether that's watching a film on commercial television or reading a newspaper, whatever else. But I don't mind people listening to me on responding accordingly. So communication suggests that's a two way dialogue on that's far more powerful being promoted to that's therefore quite a useful mix. And then it's not about the people you employ is about what they can do on the competency. Actually focuses on what people can do and deliver for the client. The competency of people. Brother, Just having some person You been in retail situations and you are somebody behind the counter, a particular question on they've responded with I don't know on you think Well, this isn't helping me as a shopper in a particular situation says the ability to do something that's gonna be important on depending on the client. It's not so much about physical and evidence of what you do. If that was important, then I have a customer value. Uh, what I think is more report from a customer's point of view, is how view maintains that relationship of time customer relationship management. Now, if it's a conveyancing matter, maybe the relationship will be rented. Me modest matter burial, if it becomes particularly serial, could be much closer relations longer relationship, Children involved and so on and so forth. Those things if it's done remotely, if it's done commercially, where people visiting offices, the customer relationship will be quite important on it's how you manage that relationship during the period off the transaction that if you're doing immigration work, then you may have the kind for quite a long period of time as the matter takes its process through the various stages on. That relationship, of course, is very important, particularly how you, the professional, manage that relationship over time. So there's the sixth See now the 7th 1 I'm gonna use, uh, every day, uh, parallel here to explain. And it's all about the context. Clearly, in the context of moving house, it's stressful. But context off going through a matrimonial is a different context. Orbit, still a private client matter. The context off client that it's a private blind as opposed to the context of a client. It is a business owner could not be more different. And if it's the employees off that business so new, the context has changed again. Context is all about the client in their situation, the way it was presented to May. It was quite interesting when we worked for Scottish and Newcastle breweries, and they had estates which, you know I would understand to be pubs. Restaurants in the context of one person visiting at different times off the day on different days off a week changed the way in which they interacted with that particular bar restaurant. If somebody goes in for a Monday to Monday to Thursday lunch, then the contact is often business related. On occasion on a Friday lunchtime, it may be celebrate treat because of something going on during the week or that sort of thing. So somebody going in at lunchtime during the week we'll have quite a different context of their visit because they're going in there very often for business to business use in a particular pub restaurant. Then they would, at other times is that one individual goes in after work sometime between six and eight. Oclock. They're just popping in for a short period, but more likely if they go into the same place on a Friday or Saturday, they may be in the restaurant for a longer period if they're going to watch sky sports because they want to watch the Gulf for the tennis of the soccer or rugby the context is quite different again, that individual going in with his or her family at the weekend on a Saturday with the Children, the context is quite different again going in on Mother's Day to take mum out for lunch. The context has changed yet again. So a romantic dinner on a Saturday night again, the context off the reason for going has changed. Now what does this mean? It means that the three estates were changing the menus. Changing the facility is changing the music, changing the lighting and even changing the menus. Too much time menu, mid week evening menu weekend lunchtime menu, a weekend menu on using those subtleties change the context of the context off. The interaction off your client to the firm is quite important. So that's my explanation off the context. And it felt that if you want more depth on pages 78 But what is really interesting here when you look at the customer and also you, the person delivering professional services is which of the seven seas do you have an influence on as it affects the customer well, unlike the four p easily seven piece of marketing, which could be distributed different people at different times with firm. What we see here is that you, or indeed your support staff that kind facing will have a direct impact on the marketing mix because you are talking to the client, understanding what they value. You are ensuring that you providing good value for money on that because they're employing somebody as professionals. Units well qualified as you. You are doing a more professional job than some off the TV caseworker who's attached a telephone call center and you know that sort of thing. But I mean there. So the fact that you are in provide a broader service, the the engagement is simplified. Why are you more convenient to deal with than anybody else or any other type of organization? What makes you convenient? His books? Because you explain things in ways that they understand, not a load of legal jargon that's convenience. Do you manage the communications with, Of course, you manage the communications at what time anymore? Which way? What is a proactive called the benefit of that compared to une male response to chase up, it's the communication is very much in your control, and it's very personal to the customer. What is it you've got to be good at? Yes, you've got a big company law. But you've also got to be competent managing client expectations. You've got to be competent client service. You've got to be competent in interviewing and competent in listening, competent in writing and lots of other competencies. Negotiating with a client with the other part, representing clients, interested court lots and lots and lots of competences there. And you personally manage the clients relationship with you and the firm Overtime on That, of course, is very, very important. You know yourself if you're going through a particular matter and have to drop out and bring somebody of seeing how much the kind wavers a little bit when they keep having different people attending to their particular case on, you know the client and you'll understand the context and one person going through, as I say, a Patrimonio companion seeing own business matter on employees off a business. They are different contexts, and you do the joined up thinking. So there's the thoughts and ideas on marketing mix and demonstrating how you control it. What do we do now to make a practical use well, just turning a Russian a bit of paper. I'd like you to stop for a moment on. Have a look at page nine in the workbook Page nine has got of, like, cheap. There would be an interesting discussion you can have with colleagues who work in your department and say, OK, let's have a look at that defined customer or customer group. It's a divine customer, maybe Blocks and co chief executive. He or she is a named individual. It may be a client group. It may be a developer kind. It may be a purchaser. It may be a seller off a property defined individual or group. Then down the list off these seven seas, there's a black space for you to begin to write in that space what you think the customers thinking on needs and wants desires. Under each of those seven headings, I give some very broad brush examples within the form that's there to give you the opportunity to exploring beyond just the provisional legal services. But looks at some things that are going to be important to prompts and thoughts and ideas on the real value will come from having a discussion with other people in your department to have a look at these things that you believe are going on from the clients point of view. And then the real benefit will be to go and test where the watch you've written on that form on Page nine is indeed what that individual kind or that client group or representatives of that client group actually agree on. That dialogue will demonstrate the importance it's of the components off the marketing mix demonstrate the richness off approaches and also hope, demonstrate that you and your colleagues, as individual feelings, have a very intimate hands on control off the marking mix that applies very good business practice. So have a go see what you think on, then we'll move on to the next phase. Thanks for much.
00:39:54
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having provided with a comprehensive guide to the marketing mix. And now, recognizing that you, as an individual without having marketing in your top title, have end role to play in marketing the business, applying good business practice, let's turn our attention to the key issue with mark planning. Do you think that, uh, 20% of marking plan being delivered? There's a lot better than 80% of something made up along the way being delivered? Marking planning, I think very important to get the focus, the focus of the organization you got finite amount of time, finite amount of resources on a finite amount of money. And having a good plan means those efforts that you've got of people of time money are directed to those individuals that groups and individuals from which the future prosperity of your firm altered may relies. So, marketing, planning we're gonna have a look at the fundamental outline I put it in this stage of program first, so that gives you some sort of structure to not only your analysis but also through to your planning. So I'll take you through a sort of generic outline of what I'm a marketing plan should look like, so that you have that structure before going in to look at some of the finer tactics to do with up selling. We mentioned in the introduction cross selling on the use of the Internet and so forth. So this is where we give you some shape to it and then enables you then to build your own particular thoughts around it. So moving on from Page nine, when you looked at the what it is that there is target groups or individuals are looking for in the marking mix, then over page from the pages scared and onwards, I've got a marketing plan. I think that if you get your plan down to one sheet of paper two sides plus, then the activities follow from that you've got a plan that will be read, will be reviewed on with any luck will be implemented. So I think we should start with some fundamental questions about your business. I think it's, uh, knowing the questions is part of it, but I think finding the answers to them is going to be yet more fundamental. So the fundamentals need to be answered include these sorts of questions. So What is the objective of your organization? The why of your organization? What do you want to try and achieve? Unlocked Who? Why should clients follow you? Why would they want to buy into what you're doing? And then used the summary that you've used, uh, on page nine to understand the client value on understand the coordinated aspects off the marketing marketing mix? Where do they fit in? So what sort of strategy are you going to take? And I present here three difference or strategies. You may be quite a large entity and therefore can provide particular outcomes for clients at the lowest cost. And now what you got cost leadership. That doesn't mean lowers price. It does mean that you can't call station your high volume firm dealing with journalists to state one conveyancing or personal injury or something like that. You're trying to churn as much as you can as promptly as you can use a good case management systems. Good people on have that rendered Lee low cost per transaction basis to your business? Then that clear steals a march on the competition. Now there's not many firms out there that have cost leadership the lowest cost. What we may have is that your better or different from the competition your differentiation, Maybe the fact that you have some very experience people to provide client solutions, your differentiation Maybe that you're more accessible to clients Remember the convenience off seven seeds that we talked about. Are you different in that respect? Are you able to do open on a Saturday morning to you open earlier in the morning from work day? When you see clients in the evening? What is your differentiator that enables you to steal a march on your competition? Or do you have particular focus? Are you on expert in a given area on, uh, some clients like to know that this is a lie that you do on. Therefore you're not generalists. So different approaches that you have now dimensional three. Because sometimes clients clients of ours law firms could believe that they could dual three. Well, you can't be different. Breath, focus and cost leadership because you get stuck in the middle. You get drawn every which way. But identify what your strategy is. Your main approached. The market needs to be understood. Are you online? Only? Are you face to face type of high street firm. What is your strategy? No pressure. Then decide how you're going to break out of the market. And when you take personal injury, are you going to be at the high volume end of the market? The slips and trips that I mentioned? Are you going to be a catastrophic injury? Are you clinical negligence? A catastrophic injury road traffic accident? It's quite different from a clinical negligence matter on so on so forth. So what? How you segmenting the market is a geographically is it by small to medium size enterprises, Large corporate city centre. What is your segmentation? The reason for doing that is that your approach to the market is not gonna be the same each time your focused on that particular sector market. Yes, you're in conveyancing. Is that high net worth individuals in high value properties? Is it convincing for a property developer? Is your property work going to be landlord 10 10 and Tony, are you segmenting it in some other particular way? Then what makes you better? Not from your point of view, but from your kinds. Can you put that down in one line? Because that why you do what you do, maybe something that will highlight why you are different from the others. You seem to be a stack it high and sell it cheaper. Is it the people you employ? Is it something within the marketing mix that makes you better and different from the cards perspective? But then you can say, Well, OK, that's sort of business we've gotten. That's the sort of client we've got, where we gonna find them, both existing clients and our potential new clients. And how do we find us? Is it going to be as it situation with Theo? A. Credit card companies Are you? Or indeed, some retail loyalty schemes were all about customer get customer. Are you looking for referrals? Are they going to come from existing customers? Do they come from your referral sources? Can they come from the property agents in the town? Where is the work of becoming From on then you could say, OK, what are the objectives? How do we approach that particular can? I'll explore what we mean by smart if you have not met that before, a so what this means in the context of your business in order to approach the market in whatever timeframe your plan is due to cover, then we can decide what tools we need to reach clients. Now I'm gonna go through this and they're a little bit more detail, but you can see the sort of structure that's coming from these questions. But once you get an answer, the question then your focus in your marketing plan becomes much clearer for the people within your firm. We're going to read it the people that share your initiatives. Then, when we know all the above, we can decide what is a on appropriate amount of expenditure, enough to achieve what you're able to achieve now. Some firms, of course, we'll look at marketing budgets from organic growth point of view. What profit can we reserve from previous years and use it in subsequent years to stimulate business? Keep it going, some would say, Well, OK, we have an opportunity here to expand, in which case we may look for other sources of funds shareholder, capital, partner equity, banking, all those sorts of things that I put marketing budget down the bottom. Why? Because initials first question how much you can afford to spend will need to spend in order to achieve the objectives that you set out, I do know. And it's a common thing that so many would say. Well, our budget is X tens of thousands. Let's go spend back Well, if you do have a big budget to spend, do let me know because I can win awards for spending your money on your behalf. Oh, by the way, I don't know really want to be successful. If you start on answering the questions before the budget, then your budget when it gets spent is more likely to give you a better outcome than you might otherwise have achieved. So very important. Whole thing comes together. So many questions when you've got those questions answered, and there's nine very key questions there. You can then start to build those better plans that are going to be successful in that work for you. They work because people will follow the plan. People understand the plan. People come tribute, prepare plan, people get ownership plan. I understand what's required and indeed example. Giving in the given in my notice isn't is a plan that we prepared on behalf of firm on the South Coast happens to probated what year it is. But these the key headings that we need to identify thief aims and objectives summarizing there what the aim off the firm is, whether it is to increase market share by fighting new clients, whether you just get more money from existing clients with this trade up with a cross sell. What is the objective of the plan? Duration, which defined it may be obviously on an annual basis or three plan or whatever, so the aims and objectives. Then we turned to identify what makes the firm what it is. The why why clients would want to buy what another key benefits two kinds that engaging your firm will give them that they may not get if they engaged another firm. The key client benefits are obviously going to be very important to clarify on. This is where the seven C analysis is very helpful because it will help you identify what those benefits are, how you approach the market is going to be Internet based. Is it going to be people based? It's going to be through third party and introduction like estate agents or whatever or finance people where your markets going coming from, how you generally approach the market on be very clear about what it is you're trying to offer. That is your sustainable competitive advantage. What makes you better? This should give a bit of joined up sinking to the plan. With that we can I then identify the sort of client we're aiming to attract. That sort of kind would come beat a path to our door. They sort of profile where they may be where they're coming from, and you would have done some of this. But at least it clarifies its client that you're looking for and so forth. The examples of game, the commercial world, the big multinationals, the city center businesses, thes small to medium sized enterprises that sole practitioner, the property developer, the first time buyer, the senior citizen trying to downsize or release equity from their property in order to fund retirement. That's the sort of parity that needs to be there. Why? Because you've got finite amount of money on a finite amount of resources on the kind profiling tells you who is going to be the sort of plant you're looking for, and indeed who is not going to be the client that you're looking for, so that will be very important to define who they are, who those people are with that, then we could say, Well, what activity using going to use in order to approach that particular client group or profile that we've defined? And of course, if you got any activity, then alongside that must be a suggestion to who takes responsibility for that particular activity with networking, more seminars or online or whatever it might be or going out pressing the flesh, going to estate agents for property developers or wherever it might be banks, building societies, whatever line that you have to be involved with on then who has responsibility with what time frame To make sure there's activities followed alongside that. Of course, the budget then used for these particular activities, whether it happens to be publicity's e or paper kick, advertising or responsibility for getting involved in social media and what budgets may be involved for that particular activities. Unless we can see here that what this enables you to do is to have just seven key bullet points to define your plan, then attached that that is to say, should cover them or two sheets of paper and then attached to that will be the activities and responsibility. That's that. So they could be folded up on managed properly. Two pages. Example. I give in the notes. I think it's worth exploring on pages 10 11. This is generally a page and 1/2 for a firm on the South Coast looking at its during it's probate business on then whole long list, all second page and 1/2 all the activities and budget responsibilities. So there you have a business plan for sustain tive amount off work for a firm covers three sheets of paper. Now that focus, it's all the effort. Work that goes into this, of course, cannot be underestimated, but, of course, is very important. In order to make the document become a live document works on. It is plans that work because the rest of it is just meaningless rhetoric. Nice plans that sit on the shelf. People just walk away and get on with work, so I hope you found that useful on duh. See what's being put together. One little tool, I think, is worth exploring before leaving this particular subject and that is trying to identify the strategy, the approach to the market. There's different ways of doing it. What very simple tool. We use it here quite a lot. Using a whiteboard just to scribble on on the wall just behind me in the open sea gets people to engage on to talk about on add to on identify what the strategy is. So what we have in the purple box here is the whiteboard across the top. We've got products and services resisting things that we do, and there are some new services that we might do. And then we've got the markets or client groups that we may be aiming to tend to. This from Mr Ants, Off developed. This matrix, well known in marking world, is a useful tool to help you with that analysis on strategy development, because when you're going to spend money, whether it's your money or your boss's money or your the business owner and it is your profits, Children expending and you want to limit the risk of what you spent. So these four areas where the intersections off the products and services match the markets have bearing levels off risk. I hope you can see a slight shading down to the bottom right hand side as things get a little bit more complex. As with any matrix, the world doesn't fall into four boxes, but it gives some division on. We can see four core strategies. So which is the least risky for you? Well, I'm sure you'll agree that it is going to be existing products to existing market. So we might have a convincing product that we're going to use in the West Midlands, and that's market penetration. We're gonna advertise Maura, Maura, those off to clients getting beating apart or door get the recommendations going and get the estate agents to penetrate the market. We've worked for local phone here in the East Midlands that had six off about 18 or 20 estate agents in the town giving them recommendations, and they thought, no reason why they shouldn't penetrate the estate agent market. Get to know who's people are. Get some recommendations from not all 18 but certainly great from 6 to 8 to 10 to 12 over a particular period times and they'd be penetrating the local estate agent to get more and more recommendations, market penetration. So far, so simple. What's the next level of risk? Well, it run. It depends on who you are and what your situation is. So what I'm about to suggest it is not necessarily going perfectly right for you. But the key message here is that you take a strategic decision to get one way or another, and that is to move either move to your right to move down. And maybe you say, Well, we're convincing. Here in the West Midlands, Onder who hear these movements is doing very well. One of apartments lives over there. So let's open up another office moving from I don't know what Hampton, Teoh, carpentry or North Hampton or something like that. And that's a market extensions of existing products and services and moving them into a new market being geographical market. So we've got our existing, but here we're going for new particular clients, and it may be that if you're in convincing going to private plants, you may say, Well, we can't have your graphically that we could move from private client to property developers. So we're taking our convincing from the private clank into the property developer market and that's our new type of client. Don't have to reinvent what you do. You're just finding a different approach to the market Now that may be, uh, what suits you may also alternatively say Well, actually, if we take our house harbors, we know householders by and large may not have a will. But if they got a property of doing that transaction, they like the cut of our jib. They like what we're doing for them. They like the firm that maybe we could off of them some new services related to property ownership, for example. We could add a will writing service discounted for our compatriots clients. And we could bring in a locum to provide that until we can build the probate part of our business that we didn't have before on that clearly would be a service development without changing geography or client. It just is offering a new service on. So it's up to you to design whether you go with the which of these three particular strategies and you may say, Well, OK, if I get new products and new services to new clients, I may diversifying, but more. This is where the square boxes don't quite work. But that's why the shading is, as we get to Maura, more new type of products and services to more and more new type of clients, diversify away from the core of conveyancing into property services or moving people on I know firm in Milton Keane's. It was very much in residential advancing when the recession hit on. Life became very difficult within the convincing world that they decided to diversify into property search, they recognized lots of businesses were leaving the Southeast coming up. Two of McCain's onda, uh, were able to move their staff. So when big building societies and banks moved to Milk Akin's, they were able to do a turnkey operation to help people fought to properly search, do the conveyancing book the removal firms on. They diversified into property search company away from pure companions and convince was, well, part of it. But they did grow other services, moved themselves into a corporate market, and they've diversified so different strategies. Just explain the final illustrate that is there, But the key thing to remember and I like this is it's something called the raspberry jam rule. You can't believe you're sitting watching this program. Get this chapter transfer can. But what's the transfer jam wrong about? My fundamental Bernie business is that raspberry jam doesn't taste very good if you spread it too thinly. So if you're gonna be marketing your business and you see lots and lots of opportunities and you think well will penetrate the market by talking to the estate agents and will develop new services off from conveyancing to wills and probate, a lasting power returning or matrimonial or whatever it might be for private clients. And also we'll open up that other offices Northampton or what have you What do you remember? That your finite resources of people and of time and particularly money will not be effective if you were to spread yourself too thinly. And I think many of business makes the mistake of being rather too ambitious on trying these things, not putting resources there, not being able to be patient enough to find a result on been rather go down in flames. So the role for general hope it signaled something for you to remember to say. OK, what are we going to do and how we going to do it. And if you need help, of course, with your market planning beyond what we've covered here. And I'm sure if you get in touch with days, Law will come and help you. I didn't mention earlier. Of course, something about smart objectives writing proper objectives. What what do we mean by those will specific. I want to increase fees. What fees from home. So it needs to be much more specific. It must be measurable because it must be seen to be changed. It must be agreed by all involved. No point imposing my people. They must be realistic. Must be challenging but achievable. In order for these objectives in your marketing plan to work on, it's not just get on with it when you've got time, it's gotta be this month, this quarter, six months and so forth. So, um, look out any particular objectives that you write. Andi. Make sure that individuals given an objective can look at the Manero ISAT and debate it under the five key headings to clear what's meant by fi used from area. Are we measuring fees or profit or number of recommendations? Don't make your objective imposed to make sure that the job holder does accept that this is a reasonable, achievable objective. What is realistic? It can be challenging. It's with going for, but it must be achievable on also that it truly clear as to when it's expected that this will be particularly achieved. So there's my canter through the business off writing a good marketing plan on I hope you feel having gone through it some detail that you can might plan that is concise. That is, based on your understanding of the market has been tested out by talking to targets within that particular market sector. That it is going to be realistic on the bottom line is that it actually gets achieved by the people tasked with achieving it and make sure because that they do have time over above feeling in time. They're expected to put these particular plans interaction a patient, half your marketing plan on a page and 1/2 for your tactics to clarify what's going on. But of course we need to do is to work out what tactics are appropriate, depending on where people are in this process about buying professional services, we're gonna do here in this section is to have a look at what it feels like to buy professional services. Now it may be that one has corporate buyers for commercial matters. We have private kinds by pain fees for or private services. This doesn't naturally include those who are engaging with you for legal aid agency work, because that has quite different parameters as faras the buying inverted Commons process it. So this is very much focused on the private line. You've got a choice who have the opportunity to choose you or somebody else on will be putting money where their mouth is either their own because they're a private client or commercial purchase, which may, in fact, from the business in this point of view, might be his or her money as well. So it's those who are making a choice and parting with their own hard earned cash. So that's really what we're looking at here on, uh, try to understand what they feel like when they are engaging somebody to solve a particular problem for them on. Then we will explore a blind to that what the buying process is as a generic process so that we can model that process understand the sequence of events on, then work out what it might be to move somebody from one point to the next. So let us turn to the buyer off and professional services, commercial or private client. So we have a number of different emotions going on here, summarized on page. There's the 1st 1 of which is to recognize that, then unsure whether you are the one that they should be briefing or whether they should bring somebody else. The tender got a short list, so therefore they'll three feel threatened if their business is their area of responsibility. They know they've got a problem, but are they sure you're the best one? Therefore, by putting their own situation in your hands, there's some personal risk. Its employment matters, maybe private matters. They may have been thinking about it for some time, and therefore when they brief you, they want it done Now on, therefore, speedy response is going to be important. But also, of course, there gonna be worried, because there I worry that they've got a problem. I would be the best person to be on their side on. You may get hold of information that they weren't too happy about feel a little bit exposed. Putting matters in your hands, they may feel naked and they not a professional lawyer. They may be good, their own job, but not your job. So the pregnant that therefore this reputation professional that it could be. I'm sure your reputation sound. That's not saying everybody's is. Therefore they will be concerned that it'll take too long for you to understand or you never understand wouldn't get on their side. Which, of course, leaves them very suspicious that you may be one of those typical professionals and borrows their watch to tell them the time. So the WHO when, what? Why, where and how off their selection is so important. So in that very quick view, we've had a look. They're a 10 or so emotions that are going to go through because these emotional decisions that decision to engage you is not ways entirely rational. There will be left brain right brain thinking they will be very rational. Thoughts to it will be very emotional thoughts to it, and therefore understanding what it's like to engage use is a very, very important step to enable you to engage with a perspective client in the way lays them off. A lot of that concern risk so worth exploring on understanding the dynamics off the market. And I have mentioned three sorts. One is the family member. One is the employee. The other is the business over the context. Remember, the marketing mix is quite different. Uh, when what? We're looking at the buying process we look at who was involved in that buying process. If it's an individual for him or her, then there's one person in that buying decision. But it becomes corporate. It becomes an organization. It becomes chief executive. It becomes the board of directors. It becomes the firm, the whole uneven. With domestic purchases. It may be a family purchase as opposed to a soul individual. When my wife is buying a car for herself, that's a two seater Roadster. Then she's concerned about herself. But when I was buying a sentence, Ito people carrying Children the Labrador, then they got involved in that decision making process. So they're very focused here very much on the individual buyers emotion. Don't forget that there may be a group in there. Buying decision on the group may also have different expressions of exactly these emotions on screen, so it's worth stopping to think what's going on on being able to track that. But it's also interesting to to track the process or buying something the buying process and it doesn't matter what you're buying. Then there is a process, and the process could be modelled on. This, as we shall see will not be dissimilar for a small capital item, like a tube of toothpaste, which will be a couple of pounds supermarket. It doesn't matter whether it's a a pair of shoes, 50 £100 whatever it might be, or indeed, five or £10,000 on a domestic vehicle for the household, the process is very similar. So let's see if we could model the process of customers buying something on Duh. I wouldn't want to be gender specific here, suggesting that we couldn't analyse the way that men by shoes and why not Men do buy shoes. So let's see if we can understand what's going on in the process off deciding to buy something on weevil been in retail situations, so we can all probably relate to this. So let's sketch out hope that sketch out the process. Imagine Man here wants to buy himself a new casual shears, and he's walking in the high street. But first of all, it goes past a new shop. Every time I go into my local town, there always seems to be new shops popping up here in their old ones disappearing. But that's changing retail. See, So walking past a shop for Oh, this is new on where, as I approached the shop, I do not know what they do and they do. Lady shoes, Children, shoes or shoes. Male shoes. Are they going to be shoes for Outward Bound events Ever going to be High Street normal Usual shoes. What sort of shoes again today? So whatever state ones in is being unaware off you or what it is you do on, that is what it will be like. If you're opening up a new firm, you've never run off firm before. Decide to rent some space and get SRE approval used to date a little program to understand how completely the FAA one forms form application number one gone through that process. Mackin you set yourself up Well, everybody in the whole wide world off your immediate family did not know that you exist. We must move people from this stage being unaware through to stage of aware. So our shopper is now aware that indeed is a shoe shop aware of that. But does that meet my particular needs? It I've got a particular type of shoe or particular price of shoe. Do find some shoe stores will have a high volume, low budget, low cost shoes. Just others would have very specialized shoes on, uh, my budget maybe not sufficient to cover those high end price of leather shoes and some shops. So I now become aware. I know what you do, but so what does that mean? That it's going to meet what I want. So I will move from the stage of being unaware off existence to being aware of existence. So as we recognize, this is bottom process. Now, where on then I said, OK, yes, you are a shoe shop. That is interesting. Fine. What would I do at that point? What's the next stage? In the process of interested, you are a shoe shop and you look from the shop window to be providing the sorts of shoes I might want to buy. You are not a child, she specialist. You are not a lady's shoe shop. You are not a high end and hand stitched yak lever. Sure, it's going to cost me four times my budget. Yes, I am interested in what you do, but I'm not sure So what I do? I need to go into the shop in trials shoes. So moving from interested in what you're offering to saying yes, this seems like the sort of thing that I might want to move to a different phase of saying Yes, I try the shoes on. I walk up and down. I will move my feet around in a shoe shop in ways in which I would never move them around in my usual walking events. But I feel as if I need to do that when I'm walking on. Then I would look in a mirror and I have to say it. I only ever aware of my shoes looking from above. I rarely look at my shoes from behind or from the side in all the years that I wearing. But I'll get through this process of conviction. I'm moving from interest to conviction on when I'm convinced. Do I really need it? Yes, I do There. That is the price that I want. It's sort of shoe that I want. It looks like it's going to be robust enough for me to walk. The distances are great. Walk. I want it. I now need to buy that. How do I do that I give to thee till with my MasterCard on due to the debt on the MasterCard on. Like it's good now this very, very simple process I've described here, taking a few moments to go through it as you will see Eisenhower generic process. But it's important to understand this process in a generic way and then to say, Okay, if I was buying conveyancing, if I was buying person injury, if I was by corporate, if I was buying something, then I would have to go through exactly the same process. I'm unaware of your firm. I do not know what you do. I am aware of what you do, But do I need it? Oh, that's interesting. I do need that, but are you the best one for me? Could I go somewhere else that I know better, convinced that you are the one that I want to work with. Yes, I do desire to work with you. How do I engage you? That process and there's six steps. They're pretty universal for buying concepts, ideas, professional services to paste or high value items. You buy a house you could buy Professional services by Jupiter based on what you will discover is, but the process is the same. But the speed with which one goes from unaware through to action on the number of people engaged in the buying decision is dependent on the value off the item being purchased when I would buy toothpaste. And I have a generic need for toothpaste because there is none in the cup cabinets. So I'm now aware off needing toothpaste and I'll go into the supermarket and I'm walking down the aisle, Pass the toothpastes. I'm unaware, and I here offer a product. I see it on a gondola on the shelf, something called arm and hammer toothpaste. Armand Hammer sounds like a dentist to put in entertained then implants. So Armand Hammer, I'm unaware off, but I'm now aware of arm and hammer, but that's an old name for ticket placed. It's interesting. Is it to think? Oh, yes, it is. That's interesting. It is a toothpaste. That's interesting, but I sure well, it has British Dental Association logo on the side of it, and it contains bicarbonate, which is a little thing. Yes, I want it. I put it into my trolley on. I'll move on to and the aftershave or whatever else is on that particular oil Now this process I'm describing here is very straightforward, but it will take a few seconds. And indeed, when people designing packs from MacLean's with Colgate or Akra fresh or whatever your favorite brand is, they will put people's heads in stereotyped frames, holding very still shine lights of their aetna on. Then flash pictures of the packs on a gondola being pressed, flattened when they seen the pack, and the pack that is identified fastest by many seconds will be the one they run with. I know I used to work for for beaching that had knocking off. MacLean's is one of its brands, so this process is exactly the same, but it's found microseconds. The same process occurs when people are buying high value items for home like a car. I'm unaware of that particular car were unaware of that. Brown. I'm aware of it. I'm interested. I've read. Expect I've driven it. That's the conviction. I want it. I can afford it. It's this much per month. I'll get the action. Thank you. It's the same when Plumlee buying conveyancing. Same when they're buying wills. Probate. The key thing to remember is the speed with which people go through it. And secondly, the the the value that they will be spending the amount of money they will be spending will increase the risk of getting it wrong, which may mean they will take more time over it, or that they will involve more people in the process to cover their their buying decision. Your time buying toothpaste on bond. I don't have to like Armand Hammer toothpaste. Then I'll put it in the Children's room, and eventually they'll get through it on. Don't really worry too much about it, so the risk of getting it wrong is ready to be modest. And at the end of the day, it's any less than £2 for adjudicative based, whereas buying a car. Of course, the process is the same, but it's much slower involved. Rest of family, that decision. So let's put it now, after all this everyday retail stuff into context off you and your clients buying what you do there, what is it that you need to do to take your market? It's completely other wear of your existence to a stage where they become aware of your existence. What techniques would you be using at that stage? Well, if you have a look at page 14 of notes and might want to look at it, jog a few pointers down on a piece of paper. Or in the act of this is, look at the different, different stages and think about the sort of techniques that you might use to move people from one stage to the next. And from that stage, almost so when something's unaware of you, then clearly unique. Do you something? Broadcast advertising. Get yourself on local radio. Get yourself on the the high straight. Get yourself in the local newspaper next to the property section. Get yourself talked about somewhere in some sort of media. Get your Web page out there, get yourself the Facebook page of social media, whatever it is that makes people aware of your existence and now they are aware of you, then they need to know something from being aware through the next stage. Well, of course, awareness through to interest is your why those communications make people aware of what you are becoming interest. So it maybe they're unaware of you. And they aren't, by the way, going to find your web page just because you have one. And if you really seriously think that the only way to get noticed is that is to pay through the nose for search ending engine optimization. To put yourself in the 1st 20 hits on Google, you are suggesting that anything that's 21st through Italy 100 thousands page is not actually a viable business. Then I think you're run over risking being Hoodwinked by those who said you search engine optimization. You do not need to go through hopes that spend a lot of money on S O. Should be in your Web design to start off with. If it isn't, talk to somebody knows what they're talking about on get your webpage designed properly and have been right. Meta tags within the pages so that will be found on. Then take five on no more than five key techniques. To let people know of the existence of your Web page on life will be Dude. So that's not a full marketing course on Web design. When development, I'm returned to this individual on social media but being aware through two from unaware to being aware we'll need some techniques. But then you're awareness maybe. How do you do that? Well, it making your Web page that will showcase the Why explain why you have a passion for whatever it is that you do, which will mean that people become interesting. So again, looking at what you're going to do, How do you make sure that people move from interest to conviction? What will influence people? How will you do that? What's on your Web page that move people to think, to conviction what sorts of things might go there on? You can then start to develop different approaches. Conviction? Well, conviction course maybe that they have opportunity to see you talking about something that particular event because you are at the breakfast clubs or you are running seminars or you are showcasing your kinds fit back comments and those sorts of things parts of letters to individual solicitors thanking them for their services. Maybe the conviction bit, but the desire bit maybe about wanting to I understand how you charge how they can pay that you do do in trim villain that you might be mostly building that you may be able to have. Isn't it very, very clear of your transparent pricing arrangements or so forth? They understand that. Then it's very clear how people will engage with you. Do the email you do they phone you up, Do they drop in? How are we going to do that? Will they be able to contact you through some of the other social media platforms? So this process and I'm gone through it in great depth, of course, is important. Want understand an important one to track Onda? Of course, it is also extremely important that you know what communication techniques will work best. Each of these stages to move people from one state stage of the process right way through to complete that process. So a job there to explore what those options are taping through from one end of phase to another. Let us then move on to look at various techniques to improve the business, having understood what the buying process is.
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well, having looked at the process, but your kinds will go through before engaging with you. I hope you'll be able to see that there's different activities that we could use that will take people from one stage to the to the next and then building up the appropriate portfolio of activities that you use in your firm will help to move things forward and get best use of budget would like to turn to now is just have a quick look at how we couldn't make the commercial client use the firm again. So bear with us if you are not a commercial sister. But you'll begin to see the sorts of things that will help and will relate this a little bit to the private client as well. Because, having got the client on, we come very focused on the transaction basis. What about the next time? Where are we going from there? Well, a good business practice is not just about the transaction. Good business practices about developing the reputation of firm on making sure that if the client has a similar problem again that they returned to you or indeed will bring a buddy recommend you referrals. And that's a very, very important way in which one can grow the business and and indeed find that more interesting work as well. So Page 15 of the workbook will give you my take on the list put together by David Mason, American who's written on professional service firms. Some updated a wee bit to bring it into the current usage. So its agenda now I'm not suggesting you do everything are not suggesting that they will be appropriate every time. But again, it's something that you can say. OK, that's an idea. I could try that one that's useful. I have a look at that or talk to my colleagues about something else. So don't rely just on what I've got written on the page. Page 15. See if you can add some extra ideas there. The 1st 1 which is to look at your valued clients and say, Well, okay, what can I do? Above and beyond? You'll do a number of things. Of course, that may not be chargeable. You may record the time. It may not ultimately be be chargeable, but that is adding value for the client. Whatever that might be. Find out a little bit more about the situation there. Business where they are on, indeed, for the individual. Within that business. Teoh understand what's going on and use a little bit budget to do a little bit of extra research. Think about the presentations and I found commercial kinds. If I was going to do a presentation into a commercial client, then natural enough, as you can see on the screen, I'd use the data law logo wherever appropriate. And certainly, if I'm reporting on work for an individual, they that individuals going use it internally to explain what's been going on in the project. It was about So it's easy for me because I I use PowerPoint quite a lot to put together a PowerPoint presentation that he or she can use to, in turn explain to their team what's going on. It's just that little bit of extra that puts me ahead of the Ark Mac. He's quite helpful. He could help me. You can do. They serve the extra mile applying this, of course, to the private client Extra Mile. And I hear this time time again that Tzipi for vulnerable clients visiting them, run, expected them to visit you all the time looking at what's required, not just doing the will, but looking for opportunities to do. Lastly, Power Attorney for the individual exception. When one understands about Children, then maybe something else in terms of trusts and so on and so forth that extra mile providing that information do make sure that the information you've got toe hand is made available for the individual on This is a very important opportunity, of course, for a private kind to think. OK, I got the conveyancing. I could talk to the wills and probate department about the next bit or whatever. So you build up the sort of portfolio off things that you could do, not heavy selling, listening all the time to what the client situation is, what the needs are. But then giving something extra for them on adding value for that client will be very useful. When you think about putting leaflets to clients, something I did did say, which I thought was very useful. You have standard leaflets on whatever it is that you do well, Okay, somebody produced those, probably, in a word, documents they probably sent off to a printer or given that they're available as hard copies. So soft copy somewhere within your organization when you are face to face with the client and you're talking about one thing and they want to know. Or they could find out about something else that your firm does, that it's very, very easy and very quick to type the client's name onto a document. Press the print button. Go to the printer, give them a personalized copy with their name on it. This is the outline for for writing. Well, here's the number of Jane. I'll get her. Teoh give you a call if you would like, Sort of. That's the extra mile. So commercial clients is probably not easier to do that for private client small steps to make a big difference. Okay, what about kind contact? I think the the biggest gripe that clients off to get is to not find out what's going on unless the client himself proactively make that contact. So with your very, very busy high caseload high numbers, it's very, very difficult to be chasing our tail all the time because you do a piece of work half an hour, you come back and find their street phone calls, four phone calls, five phone calls to be followed up, and you get to some of those men seem more work comes in on the pressure work builds up. What's interesting is the degree to which you, or indeed, your support staff can be proactive in contacting people. We have so many good media and nowadays to contact clients on making sure that they are relevant worthwhile on Apple's site, because everybody uses emails and so on and so forth for texting the phone call that's pertinent, timely and proactive to say somebody on. I put a summary email to you just to let you know it's on its way. But I wanted to call you to let you know, I say on email. But if there's anything you need to know, please call back. Thank you. 15 seconds. Oh, I remember her. She's good. Remember him? He's done something helpful, that kind contact on. Often when you have made the phone call, then you can start dealing with something immediately, which, of course, improves the relationship between yourself and your client. So lots and lots of bits and pieces going on there on this is where Theo client contact. So for commercial firms can be improved because you meet the client's information needs by introducing some of your colleagues where appropriate, too. So you're in your car, uh, dealing with construction, commercial property, acquisition of new property or something like that. You know, the the client is an employer off 1500 people. Well, what about your employment department? If there's no conflict of interest, then maybe there's an opportunity that comes from that. And so it goes on on that current contact isn't just about you. To them, it's about the firm were appropriate to them each time. Keeping an eye on that will will come back to that in terms of cross selling and upsetting in a moment, the business relationship of personal relationship. I think it's very, very important networking in those good old days when people used to go out, meet people, shake hands, I think is very, very powerful. So use the contact that you have to improve the business relationship, get yourself on linked in if your commercial situation looking people that you know, look at the clients that you know and see whether or not you can introduce to people that you know it doesn't cost you a lot, but it gets them involved helping to solve a client's problem. Do them a favour on day two. People immediately think well off you. And as you may discover, I'm sure you have that. The world is getting smaller, more, more People know more and more people, so helping oil the wheels of commerce by keeping those sort of things in touch become very, very important. So yes, the business relationship. But even so, a private client. And you hear that and they're gonna be moving in to a new house because you're doing some conveyancing on. You know that they're going to be needing a something to make some repairs. And you know, somebody that you've done a piece of work for, that you value Well, that's a very inexpensive years ago. I give him a call. Hey, did some good work on my place. It might help you on. That sort of thing is doing a lot of people favor. It doesn't cost a lot, but the effect does have quite a big impact on the relationship you have. And indeed, your reputation in that situation on that's business relationship personal relationship. I think I found in terms of social activities. I think things have changed quite a bit over the recent years. Certainly it was 10 years since the big recession in the late 20 20 weight and so on people that have as much time that they used to have for big, lavish commercial events we have in the past. I bought tickets to a sporting event and invited people and finding on the day they had to cancel because work pressures or couldn't be seen to be leaving because of their star, for whatever the issue. Waas. So we need to be in much more aware of the sorts of social activities and are appropriate. Onda have the those sort of things in the right sort of way. If you happen to know that somebody is particularly dressed in the football team, independent firms are sponsoring football rugby teams locally. What firms done that sort of thing? Then it make making sure that the right people get their right time. But of course remember too that there has been big changes to the Bribery Act on some of these social activities are less acceptable in many walks of life seen it totally cognizant, aware of what is politically in your particular sector, on industry as well. But then, when it comes to the person relationship in social activities, most people business people particularly are on linked in. They will have work anniversaries. They will have birthdays. Andi, if you know them, they are your client. Then just a little note says congratulations, calling on three years with such adjuster firm doesn't time fly or birthday or something like that. And if you know something about the individual, then being able to do that I work with a client. He's a great Spurs fan on die. Apologies for everybody. That isn't so. Every time I see him, I am aware, air off what's been going on all what's been happening with England cricket or whatever it is, and that's a sort of personal relationship. Building those person relationships is very influential when it comes to getting work. Working people that you like is very, very important. So uh, quite a lot going on on this screen and four particular areas there a za men, your gender to select from to add extra value improved that contact because we could be very, very busy. But just make sure people are aware of what's going on and not just send an email because, like everyone else in business, we get many, many emails. So just having another email it doesn't have quite the same impact is that phone call on when it comes to private clients. Of course, everything here is equally applicable and so forth. So we're using those sort of things to make sure that you demonstrate that not only are you technically brilliant and have that legal knowledge, but you also have not in the intelligence to apply law appropriately, but also the emotional intelligence to be able to deal with people well on enable people will build up trust on with you, be able to share more things with you and know that you're gonna do a good job for them. So that's increasing the commercial plant, but also one or two ideas there for the private client as well. Okay, let's move on and having a look at the capability to serve a given client, this is where your knowledge it's this picture here of wheels in motion, churning around around knowledge is very much power and use that knowledge to improve your capability to serve, give implant again. I produced the menu. Page 16 of the notes give you some ideas that will do with this, particularly for the commercial client and commercial clients. You may start small, but then start to grow the portfolio of things that you're doing for them on its called in retail terms, the share of personal share of wallet. In other words, when you go to a supermarket, they want you to spend more money in their store on more and more things. Which is why you see food retailers now start moving into clothing and household items, and so on, so forth. So what can we do if we are using our knowledge base to improve our service client? Well, in the first thing there is to recognize that the great pile of journals sitting in plastic envelopes around your office is a good source of what's going on in industry or clients. Particular situation. So I think it's well worth putting some time shed, drawing it to get to know what's going on and read around what's going on. I am working very much in the legal sector, so I've become very familiar with a lot of the things that are going on on. In fact, I do spend a lot of time looking at the S R A site on the loss side to side two. Understand what's going on within sector. Sometimes I find that I more aware of things than individuals within that particular, because they're concentrated very much on the transaction where I am able to step back a bit from that, I think the other thing that's quite interesting and it's on the list here. Page 16 is that you use some of your time and effort to undertake particular studies. Now I'm involved very much with training lawyers, and we have a ZA business undertaking some research into how firms manage their CPD on what they think about various approaches and so on. So forth. Notts, array, do this! I know there are some reporting there, but we found that by doing some research amongst the archives, the law firms that work for directly on then sharing at, uh obviously we're combining data from a number of different areas, But people are hungry to know how they compare or what's going on in other areas on that demonstrates not only our commitment to the industry, but also the fact that we are aware of what's going on to feel more confident to come back to us about that bit of research you did. That's interesting. Can you tell me more? So getting to know the industry, not just reading the things that are around online or in the journals, but doing some of your own studies does not be big on. You could do that amongst private clients as well. Certainly when it comes to things like convincing and so forth being fully aware of the local market, property values, access to mortgages, what's being changed is very, very useful. And a survey amongst your own clients is relatively easy. Stoop short, get a little bit helping advice from the market here to help you with that by omens. But is something quite powerful when you get to know the industry would get no, the individual business itself? I think this is very, very important, and I found when I've been working with other firms in other industries, and indeed you never countries that if I turn up knowing what's going on in their business, and I'm not immersed heavily in the world of shipping. But when I was visiting kind in Athens, running negotiating skills courses, when the head of training met me for the first time, I got my bag open, chatting away, getting set up for the day and she could see that I had printed out some things about the business had gone online. I check things out. I got a pdf about what's going on in marine law and so forth that was relevant to what I was gonna be doing for that to day program. So demonstrate that you're able to do that. Why don't ask your commercial client for their strategic plan. It may be on the Internet. It may or May, but you gotta confidentiality agreement making access to that sort of thing. You could find out what's going on. Look at their own internal studies. We have done client staff surveys on behalf of large in little firms, Quite interesting. On the management side of business, I know firms do their own on when affirms what we did a study that I said, Well, okay. Can you show me the report, so I can give some suggestions about the next time they run it, how they might improve it. It's further opportunity to demonstrate my know how, but also to add value to their own particular area. So doing those sorts things running seminars on behalf off the staff of your client is very important to understand how to get the best out of a commercial legal department or get the best out of a working with another firm. So these reverse seminars very powerful in that respect, you can then move it down from a business situation down into the organizational situation, get to know what's going on. It's a business you can program the organic Graham, the that sort of thing, know what's going on. I think quite good matters to keep your clients boss off your clients back, find out what he or she has to deal with and what he or she may value from you in order to help further her or his interests within the firm. So although you maybe not dealing with most senior personal the time, you certainly know what hierarchy situation is on. Obviously, if you're dealing with individual from a family know the family broadens the opportunity to help that family and conveyancing and wills and so on. I've already mentioned, and that's a quite obvious thing. Certainly when it comes to business knowing the power structures, who takes decisions, how they make decisions, that sort of thing, meet other people internally get to know. And so often you work for commercial client work for somebody he or she moves job and then you lose the threat because I need to be able to broaden your contacts within the organization, to get to know the senior people as well as the junior people. Because you get to know the junior people personally. Dealing with moves on that junior may become a senior person that you deal with. That continuity is obviously very, very important. Then, getting to know the individual themselves look at the way in which they are one of their key performance indicators. KP eyes businesses have those you need to know what they are. You need to work out how you could demonstrate by helping them that they are achieving their particular tape performance indicators upon which they're going to be evaluated with. We get to know what they're unhappy with, what difficulties are in their job, so that knowledge knowledge equals power. Knowledge equals solutions to client problems. Quite a lot. So moving on, then you've got a particular transaction you want to that's been complete. The project's been done. Everybody's happy on you've heard a meal to celebrate the end of a particular project. Whatever it is, that contract been done, merger acquisition has happened. And what about the next engagement again, a variety of things to think about when it comes to going on from where you are into the next engagement. So keeping that flow of work running through to your across your desk it's gonna be very important. So think about opportunity to demonstrate what you could do beyond the transaction stuff. So this may be that you're going to run some internal seminars for them. You make and do some presentations or something like that. This is where you could opportunity to bring in others and in other areas, help you affirm with mergers, acquisitions, then it cost. Your employer department may be very helpful to help him with some issues there, so range those that those meetings those invitations to various events and so forth. I do remember the working day is our busy day now nowadays. So your seminars I've seen a lot of firms do not breakfast seminars on behalf of firms of people came to get in early, get a good coffee question, impressed pressure or issues or something like that. And then you've got the opportunity to demonstrate that you could do more than just one particular thing. And then you can take them out of a particular mess by new intelligence on new needs. Find out things they hadn't thought about it. It's not just being reactive as a sister's practice, but proactive on this applies, of course, to private clients as much as two commercial clients. So think about things that may be coming up that they haven't really thought about. So I identify that on I do this from time to time with training clients, look at the portfolio that data will have. Think about things they have got things I maybe had some value to and make suggestions. It ended all that all the time, just enough to keep people aware that I'm thinking about new things that are going on on. If you can see that, maybe needs to be a bit of research. We've done your journals we talked about recently. Don't be looking linked in you looking who's going on, then compiling evidence of what those things are. And I could do that by looking at the law society's consultations that yes or raise consultations, know what's coming up, knowing what's needed to be done. I collaborate with independent compliance officers, freelancers and so on so forth so that I could compile evidence of new needs that are coming up once you got evidence of that is a matter of creating awareness off it. So how do you do that? Well, any number of ways that could do that off course because you're involved in linked in creating awareness of those new needs by leading a discussion forum in a particular area, a lot of commercial groups within it. You can create that when, as you could invite people directly to have a look at discussing, read the material, using the social media in the appropriate fashion would look at this nature in this presentation will also demonstrate that you can create awareness amongst your client group of the particular needs that they may have, which is good. Uh, of course, your client may have limited budget limited decision making within that their particular organization. So who may champion what's needed, So you may find that you need to talk to HR. You may need to talk about health talk to health and safety. You may need to talk to the IT department. You may need to talk to others within the organization, so find the person within your client organization who would drive that sort of change on identifying that, of course, becomes very, very important. Then, of course, don't be shy of asking for the new engagement at the right time. I can't tell you when the right time is, but if you double the above will begin to recognize when it's appropriate, you know whether the annual budgets being made when they coming up, what's happening? What are the CPD cycles, for example, water the but the trading year? What's the 12 month trading year? When's the new budget being decided? When for planning phases and if in budgeting is going to be safe from January through to December, bit make to start talking to somebody around January. He's done in September as they're putting their plans for the foreign year together. So asking for the engagement at the right time becomes quite a lot going on there. But I wanted to get through all that because I wouldn't want to look at now. Move on to This is to think about our targeting communications at the right time on page 18. If the notes there is a short article that I've written to explain a little bit more about talking communications, basically, what it means is that instead of wasting your advertising budget, publicity, budget or time or effort and resources to scattergun information across the Barry's channels, social media, Internet advertising, whatever it might be, having a targeted communication is going to be much more successful than this comes from understanding by a process known where people are on knowing how to move things from one stage to the next. So this slide here, but your comment for you on page 19 space tried a few notes, looks at the process off buying professional services, but expanded to give a look a bit more detail to it. It's exactly the same as before but there's different elements in a little bit more depth for the information here. Top left. It starts with a trigger mechanism. Okay, Some things have an action to work. Something needs to move house. Something's had Christmas and getting divorced. What? Whatever's going on, there's a trigger mechanism that starts to kick things along. So something starts the process off, and then people recognize Well, I need somebody to help me with this. I can't do my unconvincing. I'm not gonna go on and be able to get out of my marriage. I'm not going to be able to soon my employer for whatever it was went on that caused any of those things to happen. So when one's at that stage, proceed me then clearly that's one I'm unaware of off the firm that can help me. And then they move to the next stage of awareness through as we go down from top left bottom right. We're going through the same sort of processes need to be unaware of. You are become aware off you become clear about what you do. Are you any good? I'll shortlist you. I will buy you on then post purchase evaluation is very important that whether you are any good when they would recommend you and so forth. But what I've created around this just to illustrate the process is different types off ways in which you apply good practice on promote your business. Now this isn't complete by any means. It will be started clotted if it falls, but indicated half dozen doesn't different activities that you may get involved with on an indication of where they tend to have some sort of effect. Okay, the arrows point to the part on the process running drag me across the middle that indicate where they tend to have some sort of effect. A solid line is obviously indicating a strong effect on the dotted line, particularly from press public relations, social media, of the things I have written all that into the global there, but PR public Pressel, Internet relationships, building information being shared is pretty good. People becoming aware of what's going on on who does what but doesn't have a strong impact on conviction, whereas other things will have quite a good impact on conviction. I know you'll see here particularly personal contact I picked picked up the phone talking to you. They have emailed you come off your Web page that contacted you in some guise or another on then you the professional. Having the conversation is a very important element or bringing people through to making that purchase decision. But Target communications need to be thought about in the context of what happens before they pick up the phone. I think this is where it's worth exploring the place off webpages, particularly. You see, a lot of people believe that it put it with rib page up there. People will find it and then come on and knock on your door or pick up the phone or email you whatever it is. But there's so many different pages out there, certainly different firms producing pages. As I mentioned before, It's rather naive to think that only those on the first or second page of Google or whatever search engine you're using Yahoo being is only going to get work and every lower from the first page or two is going to be out of business within a fortnight. That's obviously not gonna happen. What we have to do on every firm needs to do this is to think about what it is that's going to bring people to your Web page. There's some activity that I don't think it's wise to, because the rise re general still applies to scatter gone lots lots initiative, I think probably less than half a dozen, four or five eyes. What? You need to make sure that you are communicating to the wily orients, bringing them your Web page on that awareness off you that when pain should leave them from that point right way through to contact you and making that purchase. And I think we're getting a little bit more sophisticated now in how these virtual billboards because after all, that is what went pages works for you on how it brings people from that stage right way through to the contact and the purchase decision to engage you to solve up have a particular problem they have. That was the trigger trigger mechanism that beginning process. So talking communications gonna be very important. I mentioned before that if you're setting up your own firm, then just having a name address on the High Street on registering a company house or whatever you're gonna do isn't going to bring people to your door. You've got to do something creates when. So obviously the advertising, direct marketing by this having buying various ways of communicating to a larger audience are going to be very important. Do that now, whether that's Google ads or whether it's paper clear got whether it, whatever the device is, it's something that brings people to that stage of being aware of what's needed. But then, of course, advertising great marketing social media can bring people all the way through with the intent to buy but little selling off the Internet by doing a filling the these questions and here's your will produced for you as a document. Press the button when you pay the money to print it out, and they should do that thing clearly. You need a mix of activities. They're going to bring people to your door. So this is where helping support with Mark and communications comes in because the world doesn't always act in the way that you act. That may seem a little bit obvious when I say that, but so many times I've seen people in situations that well, I don't do that just cause you don't do it means that doesn't mean press the world. Doesn't other people don't know? Personally, I can get through a whole meal about photographing it and showing other people that I haven't seen for a long time. I know a lot of people seem to be able to photograph most of their meals with their drinks over the festive periods or whatever holding time, maybe on share them on whatever media platform they happen to be using. Just because I don't do it doesn't mean to say that a lot of other people don't also do it. So understanding how the your market works, it works differently to you. But understanding how it works is so important. This is where a little bit of effort into understanding the market dynamics, understanding what's going on is very, very important because there's different demographics out their demographics, meaning two types of people, different ways of working, traveling different ways of using the Internet that mean your communications have to be thought through very carefully. So in summary, we understand the market. We understand the direction in which is moving. We understand how we people are buying your services. What stage are they and What is the top communication intended to do in terms of the continuum? To bring people to have that personal contact to actually buy your services? What are the influences on this? Who influences it? What? I haven't been on here. There will be a variety of different other organizations who may help your potential client through the process Before they contacted you. I am Motorcyclist. I was on an auto cycle union across Britain rally Not a speak trying or anything like that. Just traveling from point to point to point across the country on I had a knack accident. Look, my fault. Somebody else managed Teoh missed the exit for there for the jeweled carriageway. Drove up. When did you tone? Came up? The entrance to the jewel characteristics. They thinking all day everything and ahead. Old collision fortune was okay. Bounced down the road. But I was doing all the right gear. Okay? A wouldn't come to an accident. Contacted the insurer. Sure sent somebody out. The vehicle behind me was our A C guy that picked me up Took me home to cover the motorcycle. Recovered That got compared except etcetera. But by by 90 clock the following morning Sunday, four organizations had contacted me about my arty A. The Ari si wasn't involved just happen to be behind me witness person that picked me up the insurer and also the A because I called them for recovery, not realizing that come out to rth four organizations had prompted me through this process. So you think is what's written on the screen. Here is one way of looking at it, but it's still recognizing there. Maybe 1/3 party that picks up particularly there's a perceived need to influence the awareness so I could put in 1/3 party conveyed. See, I go into a state agent. Views and properties want to buy. They recommend so perceive need up there on the talk, left hand side waving my point. There may be another little space to out here that would be for your particular market 1/3 party recommendation so that they would take people through that. But it's a very useful chart toe. Have draw your own add to it the various activities you've gotten. Look at them in the context that does it help move people through to the next phase and what sequence of activities communications do we need to have that will take people from top left to bottom right now actually purchasing from us, So I hope that's going to be useful from there. I'm going to turn now to talk a little bit more about this wonderful world of the Internet on marketing. This is to talk about up selling where we have a kind, but we want to sell them some better higher value services that's also known as permission marketing on. We'll discuss how the Internet on your Web page is a social media know things enable businesses to flourish by taking a loan contact on getting permission to talk to them about other things.
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upsetting is a term used for selling a client more complex matters. To increase the volume of work that you get from them, Teoh move onto MAWR. It all matters So the simplest example, of course, is that you may assume mentioned before told conveyancing. And then you settle on their other things, like wills and probate and the lasting power of attorney and so on. So it's not as if you could be up. Selling for every kind comes in through the door, of course, but it is important to recognize that there may be occasions when you're moving into more complex matters. It's certainly very important for commercial clients and indeed can be important to from the point of view of dealing with private plants. So up selling is given another term as seen here on screen permission marketing. And this is what I want to talk about. The moment is to use the Internet traffic, the volume of which is growing exponentially and is growing by the minute lead place thes illustrations and don't get close to the degree off interaction there is now using social media and the Internet. The Internet, when it's first came out was very much a a text based information source. But now it's moving to Internet to using much more multimedia and much more dynamics to explain things to clients, but also for clients to explain things back. It's a dynamic medium, much more so than it used to be when it first came around a few just a few decades ago. So up selling permission, marketing or talk this about well, it is quite interesting is that if you think about what's going on, there is a terrible Catch 22 your own life. Just stop and think of how many times you get bombarded with messages from various providers, whether they're providing you with sofas after Christmas or exotic holidays, or whether it's going to be when you're traveling TV really newspaper magazine searching online. We're gonna be bombarded on because everybody else is bombarding, uh, consumers with a commercial private kind with information. Then you need to spend more. So the more you spend, the more the clutter clutter being everything that's going on over the Internet. Another media, the mortar cutter, The more you spend So this is terrible, terrible Catch 22 if you're not spending as much as petition on its face. It have you got the budgets to advertise on TV and so forth, which your N P. I claims handling companies may have a slightly different model to the one that you've got to win clients. No. Earlier, of course, we were talking about how we spend money targeted way to understand which group is in which stage of the buying process and what activities may bring them on along that continuum to becoming a customer. And that's really what we're looking at here are gonna be addressing the thing off that everybody knows about, of course, and that is the Internet. So what has permission? Marketing? What permission Marketing is when a individual or didn't existing plant gives you permission to carry on the dialogue on move elsewhere. Let's taken everyday example. Suppose you are self employed or your firm's providing a pension so you get a pension from a pension provider. Well, does that pension provider get your permission toe, Then start selling you other savings plans and you may argue Well, no, I didn't. I want to buy the pension, but that's it. I don't want to be sold everything. Why would I want eso permission? Marketing is about getting permission from the target to continue the dialogue when you open up your inbox. I've been away for a weekend, depending what the systems are that filter out fishing and virus protection circle. You will get unwanted emails. This is called junk. Of course, we're used to junk mail when it came rattling through a letter box and hit the doormat used to junk mail when we are in our offices. But today, of course, we get junk emails because people are scattering skate ago are willingly accepting the loss of some on it's always Waas. Remember those days with Reading Reader's Digest coming through your door? And if you send it back with a no on it, then you stood a chance to win court Quit Well, Reader's Digest. I could tell you were quite happy. Whatever it whatever offer they were giving you mostly felt in a premium books and so on and so forth. Whatever offer they were giving, they were happy for 99.85% to turn it down. I've had even learned a larger percentage of musical lesson, half of 1% of people responding to the offer. That was enough. So what's the incentive to maintain your address on their database? Well, quarter 1,000,000. Quit the answer. Well done, Tom Champaner. You don't have those budgets. You don't have that opportunity. We've got to get a lot more targeting to your communications to make sure that they work. So what do we mean by permission? Marketing? And how do we use your Web pages to enter in for? So what? What are you putting your information on the Internet for? Well, I spoken it conferences on direct marketing on digital marketing on went marketing on just to give some conviction in inverted commas as to why I've got some sort of opportunity to speak to you about this. Is that just a couple years ago I completed a diploma post grad diploma in digital marketing that somebody off my generation just shouldn't do that because that's just how could I my age no more about it than I don't know my Children? Well, obviously, it's every parent's responsibility to embarrass their Children, and my Children do ask me about the Internet, which is quite quite rewarding. So what is the point of having your Web page stop on Look at it from design point of view, not a content point of view, but from a customer point of view interacting with it. What's it there for? Well, obviously, it may be that you want to build awareness of who you are, what you do on. We've already explained on this program. It really ought to explain why this people will buy why, rather more than what So build awareness often or why, And indeed your credibility. Are you credible as a professional service provider? One, of course, that's very obvious. Reeled back. But to what degree is your webpage capturing leads? You say? I will not necessarily have seen your Web page or have seen a lot of North Terms Web pages, but I can use them as a a za way of getting my law degree if I was going to pursue one. Because on that webpage is lots and lots of newsletters and information updates and going back over 15 or 20 years, all sorts of bits of information about the firm and the area of law and what's changing and give me up to date and so It's very, very little about lead generation because I could look, I could go through a whole variety of different it's information and then disappear if you think about it. If you round the corner shop people you were coming into your shop and they were walking up and down the aisles, but they were wearing balaclavas, so you didn't know who they were. You just knew that people were coming in where within your corner shop, they were walking and then they went out again. What could you do with that information? Well, nothing. Because unless people come to your web page on and leave a calling card and all you can get from Google analytics is where they came from, the i S P address came from Google. They came from this. All came from that. Help you very much won't really give you much leverage to make anything off this. So what one needs to do is to use the Web presence for conversion off offline that leads into sales. Maybe a purpose of it watching will need to do is to say, Well, OK, if I'm going to let's taken everyday example Bye bye house and needs and conveyancing help, Then what your communications to me as a potential client is to turn that interest in your organization into some sort of conversion off those offline leads into something is going to work for you as a business. So it may be that you can sell things off your Web page. That's not often, but all firms do this. Although we've had clients to buy the franchise to, some software give you the name. But software that will do online documents quite quite straightforward fashion. I've mentioned this before, left hand side of questions on the screen right hand side, the document appears. Is this sort of smokiness goes down on the screens. I complete my name and address and details, and I get online will. Well, that's fine. You may get those transactions things, or I could have a letter complain to my landlord over the boy. They're not being fixed or whatever it might be, but that's rare. That's not really what it's all about is your went page, therefore, existing clients to get some support to keep that dialogo and keep that interaction going. All right, just a virtual billboard with a big picture. This is you on this. What you do so so far. To what degree is your Web president's going to retain existing customers or indeed, cross up Upsell customers into other areas? Something to look at? What can be done with red pages rather being just a very pretty, away embracing repository of lots of detail, lots and lots of information. So what are we talking about when it comes to permission marketing? Well, what we're seeing I think it's the end of this traditional marketing. I think that the days off what is described as interruption marketing has had its day. What I'm doing something else in working like relaxing, like watching a TV program or film or traveling or flicking through a magazine or reading this the Sunday newspapers. Do I really want you? There's a marketing entity to interrupt me while I'm doing that in order to tell me something I didn't I need to know. I do find, despite the fact I worked for a number of years in London advertising agencies, I will rarely watch free view or a commercial TV channel without recording the program. First. If I'm not at least 20 minutes behind the live broadcast. Then I can't fast forward through all those interruptions. Give me every 15 minutes. So are we seeing the end of traditional marketing this? May I interrupt you? Approach is not working more media. We have the Mork log that media becomes on. It will be but more difficult to actually get through to people because of this. Clatter this noise in the background. I won't use some search engines because the amount of alternative information it's within it. That's there. I've stripped those sort of things out so that when I'm certainly working or I'm getting is work related things and not anything else that may come through other channels. So those things have changed, and we have to recognize that what we're actually eating you may have met this before, is a dating game day together and draw the parallel between not knowing somebody at all and eventually having a long term relationship with them on hope. You are able to have a long term relationship with somebody through the benefits that it actually brings, but it is very much a dating game of all this parallel in a moment, because what you do when you are dating somebody is to get permission to meet them again to get their phone number, contact details and permission. Permission permission going on. So when it comes to your customers without getting too far down the dating scenario, we need to recognize there's a process we go through when people are engaging with your firm that lead them from people the cheap you don't know, and they don't know you right the way through to becoming a loyal customer. Now I would argue that many affirm doesn't actually know of anybody or know anything off them until they're ready to become a customer. Well, in fact, probably know. Even then, it's only when they do become accustomed on. In fact, I bet there's a lot of firms out there who sort of notice their existing customers, but don't really know much about beyond the transactional thing on. Only then perhaps, notices when they have gone off a disgruntled former customer and gone somewhere else, and your own experience dealing with service providers, whoever they may be, it may illustrate that sort of thing that I'm talking about because it's a crowded marketplace out there every time somebody buys a Burger King burger. They're not buying a McDonald's burger. Okay, there's a finite opportunity out there kinds of finite tensions, bad money, time on so on, so forth from lots of things up, working against you, trying to get people become door. So what is this dating process and how we model this for how clients in engaged with your firm that a lthough is. People that don't know your firm are clearly strangers on your job as a marketer, applying good business practices to turn somebody you don't know some. Do you know something about an acquaintance? So anybody who comes to your Web page wanting to engage somebody about conveyancing, they go from a stranger to be acquainted with you. If I look on your Web page, you don't know anything about me. But I'm becoming acquainted with you because I'll crawl around your Web page. But I'm an acquaintance and then I'll disappear and you won't even know. But it was me. But once you get in a claim, did you want to turn that acquaintance into somebody better? So what does this look like? Well, it's friend. You know more about them. They know more about you and your willingly having this dialogue, and it won't happen overnight. It will happen over time. You need to have mawr that, while interaction, to turn people who are strangers, into acquaintances, into friends. These are people that willingly share information. It's a thinking about potential cards in that way is quite important. They're not yet fully engaged with you. So how do we take them to the next stage of turning a friend into a customer? Well, this is when a relationship gets closer and somebody says, Yeah, I trust you, but I want to take to the next stage and there is therefore this trust. That means that people will explain what their real problems are. Have stronger friend. If you will understand what's going on, there's a transaction taking place on. The dialogue continues to improve. Now, the only way to understand that what moves people from knowing a lot knowing something about your new knowing something about them and turn them into customers is, of course, the transaction pit. That's where they phone you or they email you or they do something on you probably put through to you to talk to is what's happening day in, day out when we get a new client now that the only way that you could improve on that moment is to look upstream is to look at what it is that you're doing and what your Web page is doing to take people who wander end with a balaclava, call a shop up and down your isles having look at what you do, who you are, what you do, I have to do it. But you know why you did those sort of things and then disappear? Well, that's just a stranger wandering in working out. We've got to turn strangers into people you know something about when we know something about. We want to exchange that into a friendship. So there is the openness of dialogue. They are able to explain something about their situation. You're able to explain about your situation to turn them into a customer. Your phone call. When support staff put you throw, talk to you because you are head of one particular area. What have you I want to talk to you about this. That and the other becomes a customer on Then customers, of course, become loyal customers And so what's a loyal customer? Will they bring their other problems to you on This is where it fits in with upset if I'm getting wound thing from you. But there's other things I make. It may because I have the same problem again, and therefore it's a, uh, more involved relationship ports. Another area that you can help me with. Loyalty doesn't just mean that I come back for the same thing. It may mean that I spend more with you. Other things that I spent my time effort money on is the move from customer toe. A loyal customer, the other characteristic because they're loyal customers. If they themselves are transacting, they're bringing a friend who does is that loyalty along there? Because I need to trust you and you would trust May before I will recommend work colleague to you as well, because it will reflect strongly on my relationship with you my relationship with another friend that I bring to meet you. So this loyal customer is the next stage because most firms never really take much attention through this. Continue until hang on a minute. They've complained they've written a letter they've box down the phone there off somewhere. Oh, my goodness me. Let's see what we can do to hold on to them. And that, of course, is a great shame. You try that with your telephone service, providing you try that with your vehicle insurance. You try that with ah, lot of other service providers when their renewal notice comes in for your telephone contract, your your Internet contract or whatever it is. How much notice do they give you of you as a loyal customer? But you just tell him, Actually, I'm just looking elsewhere. I could get a better quote that you'll get your renewal premium come tumbling down. So you know, Come on, let's think about this. To what degree are you able to apply good business practice to think upstream? Not just when a customer starts to get a bit shaky and decide to leave. It isn't that last step that we need to be focusing on. So this is what I wanted to explore. A. So how we can use the the Internet Web based presence that you've got to use it for what's called permission marketing. It's a dating game on what you need is to open up the permission from your strangers to move them to acquaintances on so on. Acquaintances to friends of friends become customers and so on. So it's permission at each stage before moving on to the next. And that's what we're going to explore that has turned them to have a look at Internet permission, marketing or what it might mean for your firm. First thing we have to recognize is that Wen's every lands on your Web page is a great opportunity to capture something about them. So you must give your prospect incentive for coming forward. And I do find that most law firms webpages just don't bother to do this. What is that incentive to come forward? Well, why would I want to let you know who I am? Well, what one has to think about. What can you give a prospect for coming forward, giving you net, And that is very simple. Acronym. Some of you need to remember it is the prospects name their email on their telephone, But now you're gonna say, while you know, you know yourself, if you go into something weapon when it comes to asking for that your name, email telephone. Just not gonna do it. Why would you do you do it if you felt that was going to be something for you, that it was worth building that relationship with that particular provider. So you need to think very carefully upstream about your potential customer. And so what is it? There's going to be off interest. Well, there are any number of things that might be of interest. You might, for example, say, Well, okay, if you would like Teoh. If you're thinking about selling your house, click here to get hold of our free summary of how to improve the value of your home in five easy steps or something like that, because that comes from your research and understanding what it is that people value when they look at houses. Smart things to do when somebody visits your home with the estate agent, too. Improved value of it, whatever it might be, or to make life a little bit easier. And it's not more than just making sure there's fresh coffee or home baking or a log fire burning in the grate. That's a variety of things. Well, if somebody's going to be saying that house and you're offering this for free, then maybe it's OK. So why do you need my name, email or telephone? I need to explain that because an old dating game is about mutual trust on both sides now it might be you in a bangle. Enough about conveyancing, you may say, Well, I don't I don't quite know what I can give you hear that might be relevant If it's not about convincing? Well, there's a whole variety of things that you know that could help people it may be. Here is our free guide to how to deal with an employer where you've got a grievance against them because you know, you maybe you feel the in your claimant work from the employees working employment matters. Then maybe there's some things that you would give give up quite freely. Rather, just make it available on the Internet by people who just walked past to pick it up and disappear. Why not use this very simple system to get people to leave their calling card name, email, telephone number to download that particular incentive? It may be that there's other things that you could offer, depending on what world you're in on. This is worth exploring with somebody who can help you with that. But there's something to think about. Ur knowledge, business. You know, things mawr than your customers remember. Customers think they know best and then can buy on price, whereas clients know that you know best more. Therefore, look a value. So what value can you give somebody that may be helpful to them in pursuit of their particular goals? So there's your first thing. Think about then. When you have that attention, you can then deliver some story overtime, a curriculum, if you will, of explain to the customer about your products or services from why you're better than the competition. Because you are better than the competition on keeping the attention could deliver that information it maybe once they downloaded the free guide to person injury, or how to reduce my insurance premiums or health helpful guide on ensuring that you get the the best deal from somebody's repairing a car or whatever it is that you give them. You can then say start to personalize it by making individuals, in effect, fact forgetting that. Did it help you any questions you want to ask talk to Colin. He's our specialist in RTs or whatever. So use that story over time to bring people closer to no overkill. It not to sell all the time, but just to make sure that there's other things on. Then people are responding with further information or questions. And that, of course, is what you want. You turning people who are strangers into an acquaintance on acquaintance, into a friend. You do think for friends you don't expect anything in return. Necessarily. When you get that, you can then guarantee the prospect maintains that permission by reinforcing the incentive. If you'd like to have a conversation with us at no cost, then we can discuss a couple of options. But book a five minute phone call and we can talk about the particular situation you find yourself in whatever it is that moves people from one stage to the next. When I worked with a immigration firm, they had a free drop in period and where you could drop in for up to half an hour and talk to a caseworker, and that was a very, very good way they found bringing people into from being strangers through two acquaintances and friends into becoming clients. Well, your taking all those hundreds people who take the information whittling it down to those who extend the dialogue, whittling down to the phone calls on how many off those occasions would you like to have that sort of opportunity to reinforce the incentive? You see what I said to you? Another way, you're sitting watching this program. If I said to you that there are 50 people who want what you do there in the room next door to where you are, they've all got their business card and they definitely want what you do. What would your reaction be? I am a bit busy at the moment, so I'm sorry. I can't be bothered when in fact, they could be looking your Web page now. And they are only too pleased to pass on their business card to you or their contact details on the name, email and telephone number. But you haven't engaged them in any way. Open the way those 50 people I just mentioned well, they've gone. They just disappeared onto the street. You'll never see them again, and that's probably what could be happening to your Web. page today. So anyway, let's move it from there. What extra incentive could you get to get even more permission from the customer? Would you like to drop in, or would you like to telephone, or would you like us to call you talk about your particular situation? Would you like this? Would you? It's engineering mawr arm or permissions, and depending on the size of the market you're after, determines the degree to which you automate this process or infection. Puts a human beings in in there. Start talking to people who have ridiculous fashions. Over time, you can leverage that permission to turn that individual from a friend into a customer on from the customer becomes a loyal customer, as we've already talked about. So it's using a story. A plan process that dropped draws people from being one end of the A blind process, right the way through to becoming customers and more your focusing upstream from those people who are aware of you. But not yet engaging with you could turn those more and more people into people who actually want to become a client of yours. So quite a powerful little to make sure then once you have a customer that you care and keep that relationship fresh, because when somebody has moved in, you send them a little card. Good luck in your new home sort of thing. When you have got a client on board, then you can remember what's going on and use those sort of relationship but building things that we know and love to maintain that relationship with clients on. Quite interesting, of course, that if you're only noticing customers, I'm really noticing customers when they choose to complain or leave, you're missing. A trick on the Internet should give you the opportunity to build that curriculum, that story of time to get mawr permissions, to start talking to them about mawr products and services. And then only then will you be able to up sell. I never would go on to more areas and so on so forth. The bull deliver more profits on your bottom line. So what is your permission based website going to be? While it's a course in itself, as one might expect, but getting permission getting that is all about, you've got to make sure you've got the right bait. You wouldn't go fishing without having a bait. That particular Fisher after found attractive. So what is the right bait? Well, I can tell you that because you need to stop to think who your customers are, what problems they've got on what they want from you to help solve those problems. You are a knowledge based business. You are knowledge economy. Giving people a taste of what you do through the Internet will become that sort of bait on. If I said to you because you want to do CPD that I would give you a free book on CPD. Do you fancy that? It looks paying exactly how you could do your CPD throughout next year in a very simple matter. But of course you want that free book as some bait, but I'm not here to sell that to you. But you can see there's something that I mean once you know, that let them know what they're going to gain. Let them know that if you argument something and that may be a document or some information or checklists or ideas or things to do, then of course, they're going to gain from that on their game from you building up a relationship with them, not because you're going to sell them something mawr, but because they're going to have more solutions to whatever problems they may face going through. Whatever process that you are helping manage because you can send and receive information electronically using with based operations. I don't need people until the client gives you permission to have a dialogue of that, of course, is bringing people from strangers to acquaintances, acquaintances to friends on friends who want to have that conversation. Once you know who of those 50 people in my an example a moment ago in the room next door, which ones of those want to talk with you, then I know that you'd want to talk with them. So you're taking those 50 people and finding the one or two who want to become beyond the friend to become a customer toe. Have that conversation who want that extra help on. Don't forget that you people who use the Internet use websites and so forth are evermore sophisticated, so you need to do this very carefully to make sure that you treat them fairly smart that you are trying to hoodwink them. It's got to be genuine in useful bait. You're not trying to hook them. First time you're putting out using fishing analogy, putting out some ground bait and others, you're bringing the fish closer into feet where you're putting ground bait that is free. They could eat. They take that away, that build trust, and then you can start using some other hook and extended metaphor for the last time to bring them closer into your keep it. So permission based Web sites are the way forward for your firm, and it didn't help those things. And boiled beans. Have a chat to the, uh, marketing companies that you use or I t departments to think about this. There's more information, more detail in the notes pages 22 23 that will you. You can use to explore this a bit more detail on. Think about how you are gradually bringing people closer t so they become customers. Then you could build them as loyal customers. So once you've got a client gone through that process of getting the permissions to move on to other areas, his CIA handler of ideas on selling your services and saying the notes, I don't think many of us like selling as an entity is a practice is the thing to do. But we certainly like the sales come from the process. And I think we look at these in terms of professional relationships with professionals, thistles where my focus is. It's clearly going to be important for in a similar sort of way, for the private client. But selling your services is quite important aspect of the continuity in the future of your business. I think thing to focus on it doesn't matter whether you're legal aid, your private client, your commercial clients. Then you need to find out how you conserve better. No, it's what is it that you need to do more off? What would they like to do less off getting understanding that the assumption that we often make assume. Write another word, assume on you'll see. It will be easy divided into us. You, me. If we assume something we can end up making ass of you may. What that means is we just assume that everyone, every colors but on the other ones. Then, of course, you can start treating people as numbers rather individual entities. So ask your client what it is that you do well and do more of it. What it is. You feel that they would appreciate. Do less off than be afraid to ask. What is it you do to improve that working relationship? Whatever that is I can't get too, because unless you're getting to a stage where 90% of your existing customers I would give you a testimonial recommendation, verbal or written, then you have opportunity to continue to improve. And it's worth this little investment because winning business by supplying your existing customers is really a very, very helpful thing to do. And, of course, it is in the long run a lot cheaper. Your reputation if your equity off the future. So what do we mean by investing heavily an existing client? There's to take time to get to know them, understand what's going on on. Make sure that you're sort of client that you really want to be dealing with. Get the best out of that relationship because again driving that up is market penetration. Remember that grid that's off matrix they Ross for general existing products, existing services to existing customers is market penetration on If you do that steepest you're gonna have to do. Then it's from there that you'll end up with expanding the opportunity to provide your solutions to more people that deserve your sort of quality off service, existing cards. Very important that market penetration. Then we can start to look to develop new ideas with others. So don't be afraid to ask for referrals when we run a training course for days law, we always finish that with a feedback shooting feedback sheet. Comments in the comments. To what degree can we pass those on? Because referrals a very, very important part of the overall exercise. Because if you're getting referrals from the sort of people that you want to do work for, then you're beginning to look a providing services to the sort of people you want to serve. That's the key message here is actually, once you want to serve, so demonstrate your services to the people you want to serve. We used to do many, many years ago, work for as Waas, then business link James of Commerce on. We decided that wasn't really the world that we wanted to be in. There's a lot of good people out there content with that sort of work that wasn't dust. We wanted to move into the professional services arena. So we worked with the legal profession, accounting profession, veterinary profession, medical profession, accept section. That's where we feel much more empathy with folks like yourselves. So then, of course, you're getting referrals from those saw the right sort of people to actually serve on di do meet. A lot of people have caused through the data or webinars we have. We're doing legal aid, and they want to provide services to help people who are at the rougher end of the spectrum in terms their situation so forth. Whether that happened to be cruel defense or actions against the police or child protection matters or whatever it might be. Social housing, powerful, powerful messages. They're providing more services to the right people and then getting referrals there, of course, becomes very powerful to help provide more work that you really enjoy doing. Once you get somebody who wants to talk to you, stop talking about yourself. Somebody's already done that for you. Your referrals have talked about you. You're a thorough za recommending you they will already have said something about you. So when they're starting to talk to you, except that they have come to talk to you and said, OK, let's talk about you. Talk about your client, listen to what's being said, asking the right questions and you'll find your hear and understand a lot more on when you understand and learn a lot more about the current, then it's a lot easier to be able to demonstrate on. Explain what you do to help them, but it's not. Selling is not the gift of the gap. Two eyes, two ears and one mouth is very, very important. What are their situations? Wants their problems. How can you best help what's of outcomes? And they're expecting that the conversation is about them and their situation. What you have that information. Then it's a matter of taking to the next stage. So a few thoughts and there to deal with selling yourself and your existing services on up selling, using the Internet and so forth. To do that, the next section off workbook exception of this program has to do with cross selling on Try announced the question. Why should your client, by from your colleague well explored that now
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something that I've talked about occasionally throughout this program has been the opportunity to make sure that your multi disciplinary practices able to serve existing plants. There's a lot of sense to this, of course, because it declined has built up a good relationship with you personally. Andi will firm, therefore the brand. It makes little sense to be able to provide services from another department for that loyal customer. That trouble is that when we're thinking about this tends to be. What we're doing is thinking about what the firm will gain and not necessarily which is what marking a good business practice is all about is looking at it from the customers viewpoint. So the question we have to ask ourselves if we have a client taking one of our services, why should your content by from your colleague there's every reason we could identify why colleague would gain from selling to your client. But we need to get from the client's point of view, So there's a few things to think about here again. It will depend on the type of work you do. If you are dealing with a client, a criminal offence, there may be or may be opportunity present before coming from recommendations and so on and so forth. So even for the individual, if there's no direct benefit from individual, aren't you getting cross selling referrals Where somebody taking one particular avenue from your firm refers a friend, colleague or something they know to you for another colleagues of yours to benefit from. So this cross selling has a lot of merit for on both parties, points of view. So we need to explore that. Let's have a look at a few points to reinforce what I've said within the workbook. It comes down at the end of the day to selling your colleagues. You must have something in it for the client, obviously, but you must therefore get to know your colleagues extremely well. It's number things that you do to do that, and you may start off by exploring that question. Had a landslide a bit more detail? What? Why would my colleague better option my time, then? My kind going to another firm? What's in it for the client? And there may be many things. It may be that the client is familiar with the way in which your phone works may be familiar with culture, which may be shared by colleagues in other departments. It may have a better understanding as accessibility knows what to expect, knows the standards. It knows that there is a certain amount of comfort we do find. This may be quite surprising is that in the studies that we've run on a client loyalty, it is quite surprising the way in which we tested client was to say to somebody, If another firm opened up next door providing the same services say prices price was in issue, Would you stay with your existing supplier, or would you go next door to a new firm? I'm way related this to the degree of satisfaction on service. No great surprise is that the poor service, the degree to which people would switch to another firm is not surprising, quite high. And in our study, people who were very disappointed with their service provider, 95% would go next door. All right, so obvious the hang on a second. That means that one in 25% who have received rubbish service will actually stay with existing supplier where we interviewed telephone study. When we interviewed individuals and said, Well, OK, you say you got bad service from the first supply supply? A. Why would you stay with supply and not go to supply big? There was two reasons. Essentially one waas, Thea. Others probably justus bad, which is a bit sad, a bit ironic, but the other reason was that well, better. The devil, you know, way don't get good service. But we're not disappointed. And and even when people were scoring sort of two out of five or something like that, it's sort of second. I'm slightly fed up, slightly dissatisfied, not enough to want to write a letter or complain to the ombudsman home ever. Yes, are a focus saying pretty much the same reason won in 8 12% would remain loyal, in other words, that come back to the poor service providers. So what we're seeing here, and reason for talking about this is that there is a new, inherent reluctance for for satisfied customers to leave and go elsewhere. If they're very satisfied, then the degree to which they want to stay with that firm, even for another service, does go much higher. So satisfied clients means that you're going to find there likely to be wanting to stay with your firm rather than ghosts of the process of relearning dealing with another firm. So understanding it from the client's point of view is absolutely crucial. What you've understood, what's in it for them. Then, of course, there's great merit in that, because there is a lot of effort on both sides getting to know each other, going through this inverted commas dating game, moving from strangers to acquaintances, to friends, to customers to loyal customers. There's a lot of effort on both sides, so they've already hit the floor running. What's in it for them? Well, the firm knows them, and your contact details that you have a client will be shared with a colleague. So the client knows they haven't got through. Go through that process were over again. In other words, the case is known for the individuals now, so there's the first thing. But then, if you're going to pass on your college detail, what's going to be in it for you personally to pass it on? Well, this can depend on the firm many varied ways in which one can achieve this cross selling initiative but I think it's very difficult to be prescriptive on what works and what doesn't work. I know personally that I'm more than willing to share good contacts with others. Andi, I think probably of 25 years I've shared more contacts than I've ever got back. You know what? I've found work for other people rather more than other people are finding work for May uh, maybe I'm thinking, Well, maybe that's not so bad after all, because they must think that I'm doing extremely well, which is heartening to know that they think that, I'm sure be even more heartening to pining for work coming from referrals back to me. But one thing I didn't do it. I'm putting across getting hold of a copy of the book. Mention it in the workbook. Is that somebody I contacted 20 or so years ago found a piece of work for him on. He bought me the deal, but principal cartoon book on. We have been mates ever since. On just a month ago, I was talking to him about immune initiative. He's still in the legal world, Aziz, senior coach and so forth. We're still mates within that, and All we did was to say thank you by offering something like that. It was a cartoon book. Maybe something else. A box of chocolates about flowers or whatever sharing contact with people at work. So what you have to recognize on this flashing up there is that groups of your department, their department will not cooperate. Whatever edicts are whatever messages on high that won't happen. Don't even think about it happening. But what does happen is that people collaborate. People cooperate. So if you want people to cooperate with you, then of course we have to work on that and therefore that the flashing image there we start small go for early successes. So that doable principal book exchange Someone bought that for May. We've swapped various bits and pieces we make for lunch every now and then. It started small. It grew from there, went on to early successes. That it doesn't work every time. Doesn't mean to say that you shouldn't do it, but obviously it means you to understand your colleagues and trust your colleagues and know exactly what they're doing. So what's important, of course, is think about how do we do that? Well, how we do that is that networks with other people will get built one link at a time. So the three cents here very important. It's down to you as an individual to get to know another individual on work on that, start small and build on those early successes. Acknowledge the support each site. Build up that personal relationships with colleagues in other departments. Andi recognize that your personal network sold clients problems. Remember, that's the bottom line. What's in it for the client? You're gonna help clients solve problems will be built one link at the time. So a few things to think about in that sort of informal situation when you're dealing with legal aid matters when you're dealing with private clients on a one by one basis, I think when you look a little bit broader, particularly commercial environments with commercial clients, that's there's a little bit mawr that may be looked at here to actually sell the colleagues their departments in some form or other, is it? The problem is that in business to business environments, you have a Catch 22 straight to the head of film. Is that whichever way you look at it. There's a problem. So if you've never cooperated with another department in the past, you're not gonna cooperate with in the future. On those you have collaborated with, you're more likely to receive corporation again. So if you haven't started, won't start. But But you have started. It will happen. But you won't start it because it hasn't happened in the past. That it's Catch 22 means we're gonna break the psych a little bit on. Think about options now. I don't wanna be prescriptive. There is a number of options you can look at to improve that. And I've got those notes just checking. Page 25 onwards on Table one looks at a hierarchy of collaboration tactics. Now what I'm not going to do here is to repeat what's in the notes, but you'll see the sorts things that I'm looking at in order. Fall, uh, one department. I understand what's going on. Another department. I find that training is going through their PSC. Two or three different suits or whatever they're doing are quite good at starting off by knowing people in other departments because they if they build it 1,000,000,000 wills and probate there may have been in that map ceremonial that may have been in conveyancing at the end of their training contract. No people quite well in different areas. But then, when they get focused into particular work area, those former contacts seem to be diluted and not encouraged and not rewarded. So across staffing, getting an idea of what's going on, I think it's very, very powerful. I know from a advertising agency expected perspective that we were more than willing to get people to go into different apartments with agency just for a day or two to get a handle on what's going on, have coffee with the other colleagues in that department, get to see the nuances, get to understand what's going on. It's very difficult to sell a colleague when you know, be sure what exactly they do will have to do it. So sometimes sharing that internal cross staffing and your trainees do it quite well. I think it's quite important it's across staffing and things that a rise from that are very, very important. Rotation off the support staff in various areas is also encouraged in Some organizations support staff when they are talking with clients. Oh, I know you need to talk to product because product really good at this. And he's inception. Such department. I know him. I'll put you through. Have a word on your behalf. Is giving support staff the opportunity. Teoh explore options for better service to clients. So maybe thats contentious. Maybe something think about I'm not being prescriptive. It depends on the firm of culture you have then thinking about predicting business. The business environments is integrated to client work mentioned mergers and acquisitions. But also, of course, there will be employment matters spinning out from so looking at those opportunities to deal with. Yes, there may be known contentious matters in acquiring a building, but then contentious matters to come litigation on another particular area. Off that plant firm. So integrating the kind work may mean you have integrated teams because at the end of the day, remember that I client buys the output across a number of different departments, but not always in a silo of this department, that department or the other department, so integrating that will become very, very important, particularly those environments on. They reorganized the around the people that do collaborate rather than on a purely functional basis because again clients are looking for turn king solutions to their problems. It's not a one size, one size, one size solution. They're looking for integrated solutions to their business problems. Way run, a business, a modest business on Yes, we needed article, Association said Business up. We need to have maybe some debt recovery business. Maybe we need a little bit advice. When we merged or acquired more equitably Theme will obsessed name I mentioned earlier in this program way needed help there. Then we acquired this building, but I'm speaking from so there was planning permission. On Day three, the building was assembled in built to our specifications for its although we're a modest business. As you can see, it's not one solicitor doing all of those things, but having a local firm that were then able to introduce us when the time is right when the math needed help met one stop shop. Are the client benefits of reorganizing around people that collaborate? So the more firm in question that would have a small to medium sized enterprise department rather than big corporate department because they recognize that small into these small businesses tended to need lots and lots of different things during the lifetime of their business development. And therefore, ones ableto have improved decisions about how the network serves that particular plant in the various phases. On as we recruited Star for need to get rid of star for staffing contracts again, things change. So we were able to dip into the pool of talent with firm because we knew people in that area in various parts of expertise, the neighbors to do that. So a number of different thoughts and fears there about selling your colleagues, getting your colleagues involved. I hope he's giving you a few thoughts because it would be so much easier if you have the full market penetration. And that's not just finding more people for that service. But finding your customers to take mawr of your services is still a part of that That's off matrix marketing market penetration strategy. So all of your existing services to all of your existing customers is the lowest risk, cheapest, most effective way off, applying good business practice. So if you thought tonight is there, I thought it worth including on this program, something do with personal contacts outside of work, which one might call networking. In other words, the degree to which you're able Teoh to meet people, get to know people and so forth. Andi, build up those working relationship short. I'll talk a little bit about social media moment to but thinking about those personal face to face context. It is interesting that I've seen this when we've run, takes a little open programs, people come in, they're going to be the whole day together. They come in and sit down on there staring at a screen. They're not talking to other people. I have to say that not everybody you meet somebody you really want, have a conversation with. But certainly, I think in many environments but business, business or social situations that you're like to operating. Then recognizing the opportunity for cross collaboration, cross fertilization of ideas, sharing information is a very, very powerful is also what I think. We are not doing very much Aziz. We used to, but I think at the end of the day, people by people, as we said throughout this program, people going by why you do what you do, so what I'm going to do in this short section here, assistance to find it. Why is it so difficult to go into a room for the people you don't know? Andi. Feel comfortable and build up some sort of report without people there. What are those barriers? And then we'll have a look at some hurdling we're seeing to do to get over those hurdles we set up there for our cells. So I hope that you will find opportunity to get out to young lawyer groups. Or there is other events or exhibitions or something to do with meeting people. Breakfast clubs going to make client groups, clients inviting you along to their business functions on the opportunity to meet new people. I think we have to start really for the first thing and that. Why is it so difficult to talk to strangers? Why have we lost this ability? But I think the first thing is that we know if you have Children or indeed, record has a child. It's probably quite good advice in today's rather unpleasant world that Children should not talk to strangers. I don't think you hear about face to face communications. We know that we know it's not a good thing to do, so we tend not to want to talk to strangers. And that's why we find it difficult to engage in conversations because we were brought up to know that people are strange and some guys for another, we need to be very cautious so that hesitancy holds us back. It's a lot easier, of course, to be introduced by somebody else, that it is to go to a complete stranger, sticky handouts and hi, my name is and whatever so very difficult to do it yourself much easier. If somebody else does it for you, then if there's no way to do it for you, well, prove it stuck out. Now I have been to networking events locally to where I am here in the East Midlands and me met. People there are almost walking around with ferocious of their firm, handing them out almost like that, or people who are sleazy and come around. And then, you know they're trying to sell something to you rather than actually want to engage you in conversation. Just who you are. So we don't like to be seen to be pushy. We don't like sales people We don't want to be seen as selling because that's not a very nice reputation toe have. So we don't like to do that anyway. If you get rebuffed and clear, that's not quite so good for me. Is rude to us. Short with us, then it's if I just be quiet and look at my phone, have a cup of tea and gaze out the window and admire the decorations in the room before the main event. Start speeches, start speaking or whatever, so I just keep myself to myself. I have often found there's certain amount about meeting other people that I got to say that would be remotely interesting to anybody else. So you don't want to be pushing it on a starting conversation. People find a try and get get me out of the way and so forth and it like that. So why? Why would I say particularly meeting the great and the good in some other particular profession? On the other side of the coin is that meet somebody who turns out to be a limpet, attaching themselves to you metaphorically. What hopes on they are boring. Goodness may be stopped before, so I needed, and I don't want to do that. If I stay on my own, I'll be fine. If I talk to people with balls, that would be even worse. And let's face it today, then our situation. Well, when we're meeting people, we need to be especially cautious that were not being seen. Somebody who is, you know, making inappropriate comments. You be careful about saying things to racist, sexist or whatever, passing a comment about somebody but hopes anything that I can't say the wrong thing. So mixing up mangled messages on certainly doesn't matter what your male or female, but about giving the wrong message to somebody General it may be taken is not secured in. The bottom line, as we sent here, is falling over hurts about this may seem to you to be something fairly common. You understand these things. It may be some or all of these affect you. Therefore, why would you want to go out when somebody says that with this? If it exhibition conference, whatever it might be young lawyers group, go to this event. Go to that event, Go and see what this Institute of this is doing. All the your side he's doing there or whatever off. Given a choice of Apple sitting at home with Netflix, I know which I prefer, right? Well, I think we can start off by recognizing we could fall into the trap off saying to ourselves that we won't enjoy it. And indeed, if you say he's everywhere, did your it gets what? You probably won't. Yeah, I've heard people say to May. I don't have trouble meeting people. I don't know what to say. I want to say the wrong. Seeing small talk is smaller than like small talk. I don't find small talk. Easy to say. I don't find it interesting to listen to. I'm here for my profession. I don't want to talk to people about something open on stupid stuff like that. Let's face it, some would say, I don't have anything important. Were interesting to say. I might say some stupid No, I haven't taken a gap year and, you know, done the Himalayas or something like that. I just keep quiet. Keep bqool can't put by size lens into my mouth so this negative self tool becomes self generating, a negative attitude to getting out there on the bottom line is right and we want to listen to me. There are more important and interesting people out there, so that is the downside. Well, I think with each of those phrases, I think you look at those on rewrite them in a positive way. I invite you just to stop the film for a second and try and do that turn it into something positive on. I wonder whether or not you would say something that is positive rather than negative. Well, let's have a look at what you might say. That's positive. Instead of saying I have to remind myself what the 1st 1 is, trouble meeting people. Actually, it's good phone meeting people on. The more you practice, the skill, the better. Get after it and you join mastering new skills. So despite my advanced years, I haven't metal the people that I ever want to meet. At one stage, my wife was a complete stranger to me, but now she is my wife. I'm very happy about that. So actually getting to know people is quite quite a nice things. That's a positive way of viewing now, in terms of small talk. Well, we always start small. It's a great way to get to know new people and we can move from small toe larger in the appropriate time. So actually doing a bit of it. It's a good way to meet new people and it's worth meeting. New people become friends now in terms of saying that you have nothing important to say. Well, actually, extending yourself on sharing your knowledge and your thoughts and ideas is a valuable thing that you have to offer is you. And if you're honest about it, you good about yourself. The more you feel good about yourself, more other people feel good about you as well Cry. You cry alone last the world laughs with you, so extending yourself may be helpful. We're all busy, but we all appreciate people that are interesting. Your valuable unlikable person extending yourself to others will, of course, be a preached it. So all of those negative comments you can turn into something positive that for May, certainly when I'm running half day networking courses to help people with this used to turn any negative opinion with half of themselves into something actually quite positive. So with that in mind, the next time you have the opportunity to go somewhere, think about positive self talk. Think about the business benefits of attending already the social benefits off. Attending the positive side will put you in a positive frame, which makes walking in a lot easier, right? Well, let's get some hurdling underway. I mentioned seven common barriers to going out networking. Let's see if we can deal with these in a way that's useful. So I put him all up there because I want to run through fairly promptly. The problem we have with strangers is we determine strangers. What is a stranger? The stranger is something not yet met. A stranger is somebody you don't yet know. A friend was once a stranger before they became a friend. Know what's quite interesting here in the 1st 1 is that it's quite surprising I haven't met you, Whoever you are watching this program online. But I know that you and I share 20 life experiences, which are common. We have the same thing this 20 things about you know you have two arms and two legs and so forth, not physical characteristics. But in fact, the life experiences that we have 20 often that the same. And you will look at me and think, How can I do that with some old book? How could I've had saying, Well, I'm assuming Stop the film right down. But I can tell you that I hope that you were fortunate enough to be brought up into a family environment. It may have been your immediate parents step parents, or it may have been Foster Parent E, but I hope you had that opportunity unit in the house. You you've got a job because second primary, secondary tertiary education you have a current job. You have a career so forth. You read out occasionally in restaurants. Kerry's home. You like drinks of some sort tea? Coffee may or may not drink alcohol, but those things that you like to be entertained by reading books or cinema or watch TV on you have celebrations and you go on vacation and you may enjoy plants around the house. So we're in the garden or in the window box or something like that. You may have friends had bet you have those sorts of things as well, and so it goes on. So, in fact, if you stop and think about it. Everyone you meet has so much going with you that there must be something you can recognize brings you a dialogue on most often if you wait for somebody else to insurgent interest. Usual wasn't good, but why not be ready with your own self interruption? Not in a heavyweight way. Hi, I'm senior partner. Global. Blah, blah are not like that, but a self introduction. Hi, my name is Jeff, and I work for I am Julian and I work in the convincing department. Help people pick the stress out of home, something that is the positive approached that you have there. A self introduction needs to show how accessible you are, not how intimidating you are to make that self introduction come alive. Now moving from guest behavior. The host behavior is quite an important step when it comes to dealing with people. I think if you remember what it's like, if you are the host of a particular function, maybe have some friends round at some stage to your home, then it's quite easy, then to have some conversation and help take the coats and sort out somebody's refreshments. And so on. so forth. Um, well, if you are an event, you can invariably there's gonna be buffalo or something like that. Then instead, off waiting to be looked at off as a guest is to recognize some things they're having a tea, coffee, milk, milk jug, no coffee. I could work a coffee machine. I that that sort of thing, the host behavior than wealth is the first time to this venue. Do you know anybody else here? And I don't know anybody, but I just met you type of thing. That host behavior starts to make it easier for you to relax. You're not gonna hit it off every time. Step forces rejected, rejected. It will happen. But you're robust enough to know. Well, okay, they've got a lot on their plate. They just don't have to click, but doesn't matter. I'll move on because number five says you all have a story to tell. If you're going to a venue, you have a story about getting there as much as somebody else has a story about getting even empathize with how difficult it was power or how easy it was to find or not finding the influence or getting directions from somebody on the street or something. If you do find that you are with somebody who's less than entertaining, then you can move on politely by saying, But it's been great meeting. Let's circulate lungs is not just the two of you standing the rumor, but you could move on politely. Good to meet you. Catch you later. A move away. Go across the room, see somebody else get involved in some sort of conversation there. Of course, you can move on play. Excuse me. You need to go wash my hands before the bed starts and disappear out of the room or all. Hang on a minute. That's my phone. I just need to get this message. Got an excuse gonna let out from company that get too close to you. And then when it comes to the mixed messages, make absolutely sure. But whatever you say no misconstrued as a suggested message that you're not seem to be a floating with somebody. Whatever gender you are from rep agenda. You're speaking to that. You make absolutely sure that you are a business person. Having a business dialogue give you the confidence of being going to room have a conversation with. People get to know people at the end of the day, its people by people. So there's a lot of things there that deal with human interaction off social contacts. So a little bit there about good business practice in that area. But I think it's worth room reflecting on social media as a last part of his program. How social is it? Well, I think you'll have your own views about your firm's presence on the Internet, which ever off the media, that is, whether it's Facebook or YouTube. Channels are. You have Twitter feeds. We have link Dan or whatever, whatever. Whatever your Google plus exception sexual bullying on so on, you can see the images on screen. I think today we tend to hide behind some of those things. I certainly do know that the a lot of people are using it, But I have to say it's important to decide to what degree these are going to be easy things to engage with what I do put in notes. I'm not gonna go through it. Details how to engage in social media safely, something to share with other people around. Make sure But if you are using Twitter to use it wisely, and I'm sure you will know off people, it's quite well known entities. Leaders of various countries who may not use it in the best way people posting material on social media it instantly gets communicated, shared on, passed around. So be very, very aware of that. Some tips there on things not to do list there on the risks of using social media worth looking at. If you're engaged in that, not everybody else, which is why I'm not going through great detail that's paid 35 then how to do it safely Page 36 tips and Ideas that I put together from various sources to explore their, I think, making social media work you need to platforms in my experience that some of these are absolutely find foursquare, Pinterest and so forth may be fine for a consumer point of view, but not necessarily for professional services. And I don't see great content on Campbell on Tumblr, Pinterest and so forth for law firms promoting their wares to the wider community. I do think business to business using grown up Facebook, which is linked in, is quite good area to be involved with. And if you want to make with me on linked in, happy to do So, look out for the various blogging elements or groups within linked in. It's a good place to bay on a good place to share ideas and contacts on share that knowledge to enable you to get more out of social media. Just a quick look at that. So I hope that's been useful for you backing up some of the material within workbook that really completes the applying good business practice from from May on data law. Before you get to the end of this broadcast, just stop and think about some of those takeaways that we had from today's program. There was quite a lot of things that we went through, and it may be a while since you went to the first part of the program that you were looking at that I think about that modern marketing mix of the Seven Seas talk your colleagues may be a good thing that you want to do is try and find out what various groups kind groups actually want from. You get some dialogue going about that, think about how your kinds by your services and think about how you or your firm could manage people through that process. If you can track it, you'll get much better targeted communications so you can have a look at that sort of thing, making sure that you are targeting your communications with a purpose to bring groups of people through to that point that they're picking up the phone, hitting the email on getting a dialogue with you. Because then once you get a client market penetration, to be able to sell more complex matters is up selling. We've explored that, so they'll be some ideas. I hope. Therefore, you will be able to explore how you could sell your colleagues to a car that's cross selling on that Stella's market penetration because its existing services to existing customers and so a lot easier to do that that is funny. You customer, or indeed develop new services do have explored some ideas about getting out there, pressing the flesh. It's quite involved. Area networking, generally done, will be less now a very important part of people buying people in in various communities, so there's always opportunity when it's outside of court waiting for the next event or various group of young lawyers groups or the next training course you attend on those sort of things. And then finally very quick look at social media of how that could be used to improve the the knowledge that people have off new Angela business. So there are that's may complete applying good business practice. My name is Mack Mukai. If you want to get in touch with me to explore any of the content, by all means, do so back at the A W. If you want to have a dialogue with Data Law about other elements from their portfolio to help you improve your business, then data law is the place to go. So I've really enjoyed talking to you. I hope you find it useful and good luck with your business development going forward. Bye for now.
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