10 top tips for targeting – bring focus to your sales efforts

Posted on: April 28, 2012

Targeting is one of those interesting areas that sometimes falls between the marketing plan (where market sectors and ideal clients are described) and selling (where attention is concentrated on converting leads generated by marketing). At the other end of the scale, some firms simply have lists of named institutions and organisations that they want to […]

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Professional selling tips

Posted on: September 4, 2010

Talking with some accountants the other day about their recent sales experiences reminded me of a number of tips for more effective professional selling. Continuance or progression? – These are important concepts for those who have contacts that they see on a regular basis but find, rather frustratingly, that they are not going anyway in terms […]

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Linking pipeline and portfolio management to avoid strategic drift

Posted on: August 26, 2010

Unlike lawyers who rarely have repeat business, accountants have portfolios of work – a large proportion of which is ongoing compliance work (e.g. audits) and a smaller amount which is ad-hoc advisory work. Of course, some accountants – such as those working in the corporate finance arena – will have a large transactional element where […]

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Integrating awareness and relationship marketing

Posted on: August 1, 2008

Back in 2002, I presented a session for the Law Management Section of The Law Society on cross firm collaboration where I suggested that, in the broadest sense, most business development activities in a law firm could be encapsulated by integrating brand strategies with CRM (Client Relationship Management) programmes. In effect, there is a spectrum […]

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Original branding by Matt Playford · A site by Fresh01