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Atricle Dump - Top Four Marketing Secrets of Building a Professional Practice
Knowledge is a philosophical concept defined by Plato as a belief supported by an account or an explanation (Blair, 2002). Under the context of knowledge-view of an organization, the definition suggests that knowledge comes from firm’s increased ability to make use and sense of available information to create value for the shareholders (Leiponen, 2006). There has been a significant growth in the knowledge-based school of thought, which suggests that generating and retention of knowledge can have positive effects on the firm’s performance
Marketing Secret #3 – Use Multi-Step Marketing
This is where I see so many professionals completely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don’t know too w
In his essay, "Quality", written in 1911, the great writer, John Galsworthy, recounts the tale of two brothers. Shoemakers with their own shop somewhere near the end of the 19th century, they exemplify the issue of quality in Mr. Galsworthy's mind. They knew each customer. They made patterns of the customers' feet, cut the shoes to fit, had the customer try the shoes, and then adjusted the shoes as necessary to each customer's satisfaction, offering to take the cost off the bill if the shoes or boots were not acceptable.In time
What disturbs me the most is that many of them are talented and skilled professionals; real experts in their field. With just a bit of marketing know-how they may have been able to generate healthy six-figure incomes doing the work they love.
Instead, they spend tons of money getting more certifications. They are becoming “master technicians” mistakenly thinking that alone will get them clients. But that’s not how it works at all!
Let’s take the coaching profession for example. You see, prospective clients don’t even know the difference between ICF, CTI, Hudson, Adler, CoachVille or any other certification. They have no clue what CPC, MCC or other letters you might be putting behind your last name mean – nor do they care! What they care about is results – what benefits they’ll receive.
There’s a lot of talk in the coaching community right now about certifications, and while I agree it is important, it doesn’t matter one bit if you don’t have clients! Plus, you can be the most educated, certified, qualified, and professional coach out there and still struggle to stay busy.
You might think that’s common sense, right? WRONG! I see coaches drop thousands of dollars in a blink of an eye to get another certification and agonize for months over a hundred dollars investment in a marketing course!
The good news, unlike getting certified, learning a few simple marketing strategies doesn’t have to cost thousands of dollars. And it can make all the difference in the world. As a matter of fact, here are my top four “practice marketing secrets” absolutely free.
Marketing Secret #1 – Know Your “Ideal” Client
It’s critical that you know who they are, what their biggest problems are, how they make decisions, what they like to spend money on, where they hang out, etc. The “narrower” you describe your ideal clients and the more you know about them the easier it becomes to get your marketing message across.
Marketing Secret #2 – Become An Expert
And I don’t just mean be good at what you do. Heck, you should do that anyway! I mean position yourself as an expert in a specific area.
For example, you might be work with C-level executives in the insurance industry, or teach sales skills to realtors, or do turn-around consulting in manufacturing, or help working young mothers achieve life balance, or become a dating guru. Whatever makes you tick – just focus on one thing!
Marketing Secret #3 – Use Multi-Step Marketing
This is where I see so many professionals completely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don’t know too w
SELECTING THE RIGHT PERSON: To whom should tasks be delegated? Selecting the right subordinate to do the work is an evaluative process, and managers must be able to identify individuals both capable and willing to handle responsibility.DETERMINING EMPLOYEE RESPONSIBILITY: A careful review should be made of past assumptions about personnel. Some employees’ capabilities may be overestimated, others underestimated. A personnel survey or personal interview is an excellent tool managers can use to reassess their subordinates, determine
Let’s take the coaching profession for example. You see, prospective clients don’t even know the difference between ICF, CTI, Hudson, Adler, CoachVille or any other certification. They have no clue what CPC, MCC or other letters you might be putting behind your last name mean – nor do they care! What they care about is results – what benefits they’ll receive.
There’s a lot of talk in the coaching community right now about certifications, and while I agree it is important, it doesn’t matter one bit if you don’t have clients! Plus, you can be the most educated, certified, qualified, and professional coach out there and still struggle to stay busy.
You might think that’s common sense, right? WRONG! I see coaches drop thousands of dollars in a blink of an eye to get another certification and agonize for months over a hundred dollars investment in a marketing course!
The good news, unlike getting certified, learning a few simple marketing strategies doesn’t have to cost thousands of dollars. And it can make all the difference in the world. As a matter of fact, here are my top four “practice marketing secrets” absolutely free.
Marketing Secret #1 – Know Your “Ideal” Client
It’s critical that you know who they are, what their biggest problems are, how they make decisions, what they like to spend money on, where they hang out, etc. The “narrower” you describe your ideal clients and the more you know about them the easier it becomes to get your marketing message across.
Marketing Secret #2 – Become An Expert
And I don’t just mean be good at what you do. Heck, you should do that anyway! I mean position yourself as an expert in a specific area.
For example, you might be work with C-level executives in the insurance industry, or teach sales skills to realtors, or do turn-around consulting in manufacturing, or help working young mothers achieve life balance, or become a dating guru. Whatever makes you tick – just focus on one thing!
Marketing Secret #3 – Use Multi-Step Marketing
This is where I see so many professionals completely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don’t know too w
Imagine yourself in a helicopter over Milwaukee, USA, on the shiny morning of June 13, 1998.You look down casually on the criscrossing tangle of roads on Interstate 94, and then do a doubletake. You can't believe your eyes.It seems like there are hundreds of moving objects on the highway below. Maybe even thousands. You watch in horror as a veritable sea of black advances like warrior ants into downtown Milwaukee.You hastily reach for your binoculars and your heart goes thump, thump, thump. Thousands upon thousands
You might think that’s common sense, right? WRONG! I see coaches drop thousands of dollars in a blink of an eye to get another certification and agonize for months over a hundred dollars investment in a marketing course!
The good news, unlike getting certified, learning a few simple marketing strategies doesn’t have to cost thousands of dollars. And it can make all the difference in the world. As a matter of fact, here are my top four “practice marketing secrets” absolutely free.
Marketing Secret #1 – Know Your “Ideal” Client
It’s critical that you know who they are, what their biggest problems are, how they make decisions, what they like to spend money on, where they hang out, etc. The “narrower” you describe your ideal clients and the more you know about them the easier it becomes to get your marketing message across.
Marketing Secret #2 – Become An Expert
And I don’t just mean be good at what you do. Heck, you should do that anyway! I mean position yourself as an expert in a specific area.
For example, you might be work with C-level executives in the insurance industry, or teach sales skills to realtors, or do turn-around consulting in manufacturing, or help working young mothers achieve life balance, or become a dating guru. Whatever makes you tick – just focus on one thing!
Marketing Secret #3 – Use Multi-Step Marketing
This is where I see so many professionals completely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don’t know too w
Poor performance is an issue that faces any manager from time to time. You can deal with it in several ways:• Put up with it (not to be recommended)• Re-brief or train to allow performance to improve.• Re-assign the person to another task that they can do.• Terminate employment.These options are linked. For example, you should only fire an under-performer having first explored the options of training or re-assignment. If having taken up these options there is no improvement, then more drastic action ma
Marketing Secret #1 – Know Your “Ideal” Client
It’s critical that you know who they are, what their biggest problems are, how they make decisions, what they like to spend money on, where they hang out, etc. The “narrower” you describe your ideal clients and the more you know about them the easier it becomes to get your marketing message across.
Marketing Secret #2 – Become An Expert
And I don’t just mean be good at what you do. Heck, you should do that anyway! I mean position yourself as an expert in a specific area.
For example, you might be work with C-level executives in the insurance industry, or teach sales skills to realtors, or do turn-around consulting in manufacturing, or help working young mothers achieve life balance, or become a dating guru. Whatever makes you tick – just focus on one thing!
Marketing Secret #3 – Use Multi-Step Marketing
This is where I see so many professionals completely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don’t know too w
You have complete control. Unlike public relations efforts, you have final word in determining where, when and how often your message will appear, how it will look and what it will say. You can target your audience more readily (working mothers, new home purchasers, small truck owners) and aim at very specific geographic areas. You can be consistent through advertising that presents your company's image and sales message over time to build awareness and trust. Similar to McDonald's golden arches, a distin
Marketing Secret #3 – Use Multi-Step Marketing
This is where I see so many professionals completely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don’t know too well.
You should have a systematic way of keeping up with them – for years, if that’s what it takes. Let them get to know you, your company, and your services. You never know when their situation might change and they might be ready to sign up.
Marketing Secret #4 – Get Help
Just like your clients need your help, don’t be afraid to get help in the area of business and marketing. One of the most idiotic things I hear from professionals is “I should be able to do this myself.” Have you ever seen a brain surgeon operate on his own brain tumor. After all – he should be able to do it himself, right?
About 4 years ago I was struggling with closing sales and was really frustrated to see my potential clients hire other experts even though I was a lot more qualified to help them. I got the help of a successful sales coach. His advice not only quickly produced results to pay his fee but it also allowed me to make trips to my bank a lot more often.
There you have it – those are my top four secret marketing tips. OK, so maybe they are not so secret after all. In that case – I’m sure you are already happily working with all the clients you can possibly handle ;-)
(c) 2004 Adam M. Urbanski
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