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Strengthening your credibility and influence as a marketer

Strengthening your credibility and influence as a marketer. Peter Scott Consulting. As a marketer -. How can I best ‘add value’ to my clients (the firm’s fee earners)?. As a partner -. What do I need to do to ensure I get ‘added value’ from the firm’s marketers?.

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Strengthening your credibility and influence as a marketer

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  1. Strengthening your credibility and influence as a marketer Peter Scott Consulting PETER SCOTT CONSULTING

  2. As a marketer - How can I best ‘add value’ to my clients (the firm’s fee earners)? PETER SCOTT CONSULTING

  3. As a partner - What do I need to do to ensure I get ‘added value’ from the firm’s marketers? PETER SCOTT CONSULTING

  4. Helping partners to win competitive tenders • Dealing with the RFP • Deciding whether we should ‘pitch’ • What are our chances? • Can we afford to win this ‘pitch’? • Can we perform? • Is there support within the firm? PETER SCOTT CONSULTING

  5. Picking the right team – marketing’s input? • Match the team to the client • Profiles can be important to clients • Less is more • Balance the team • Make sure the team will be the client service team PETER SCOTT CONSULTING

  6. Preparing for the pitch • Content – how will we convince them we will ‘add value’? • Coaching – internal / external? PETER SCOTT CONSULTING

  7. When you are at the pitch - • Take ‘control’ of the meeting and keep the initiative • Stay ‘on point’ • You will have 20 minutes to demonstrate how you will add value • Be discrete PETER SCOTT CONSULTING

  8. You will add value if - • You provide clients with what they want – and more • At prices they perceive to be value for money; and • You do this better than the competition PETER SCOTT CONSULTING

  9. How to make a difference as a marketer? • Make sure you have buy-in at the top • Who do you report to? • Will you be given the resource to build the team? • Remember – the partners are your clients and client service is everything PETER SCOTT CONSULTING

  10. Prising partners’ fingers off prize clients • Forget restrictive covenants and garden leave! • How to ‘lock-in’ your best clients? • How to manage your risks? PETER SCOTT CONSULTING

  11. ‘Institutionalise’ your clients • Put in place a dedicated CRM programme • Develop dedicated client care partners • Build a culture of sharing – - reward cross-selling PETER SCOTT CONSULTING

  12. A U.S. firm example The most important single factor in its evaluation of partner performance is: ‘Which partner/partners passed you most work last year?’ PETER SCOTT CONSULTING

  13. Strength in numbers • The marketing team is only one element to a successful client winning law firm • Need to integrate fully with – - Finance - HR - IT - Facilities PETER SCOTT CONSULTING

  14. The TEAM is important Together Each Achieves More PETER SCOTT CONSULTING

  15. How are you going to ‘add value’ to your firm?

  16. Any questions? PETER SCOTT CONSULTING

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