This is a sensitive and fast changing market to work in – particularly in view of the proposed changes to IHT introduced in last year’s budget, the Clementi proposals and the growing importance of the Internet. For many years I have contributed the marketing section of the Law Society’s “Probate practitioner’s handbook” and you would benefit from reading this book which I updated again this year (2006).
As well as explaining the fundamentals of marketing and selling (and how it relates in practical terms to those promoting wills, trust and probate services) it provides a framework to take you step by step through the marketing planning process with clear guidance on analysing your client base and your market, segmentation, setting objectives (and measuring them), selecting a marketing strategy and preparing a marketing plan.
It contains many interesting case studies and insights from organisations such as: Boodle Hatfield, Forshaws, Nelsons, Rix & Kay and Thomson Snell & Passmore. Various approaches to marketing – internal marketing, integrated with other private client services, referrer and referral management, sponsorship, advertising, web, videos, existing client relationships, publicity, seminars and speaking engagements and pricing – are explored.
I do not restrict access to the FAQs but I politely request that you let me know by email and acknowledge the source (www.kimtasso.com) if you wish to use the material anywhere.
As always, if there are particular topics you would like me to address in the future, please let me know. You will also find a source of more and up to date information on a broad range of management and marketing issues in the professions by checking out the blog where I also post regular reviews of books that might be helpful.