CEM, CXA, Cx, Ux and onboarding may be the latest buzzwords but the client experience has always been fundamental in professional services. It is a key differentiator and the main way that value is delivered to clients. But with so many different services being provided by a variety of fee-earners it can be challenging to develop aims, programmes, systems and behaviours that support the brand and deliver maximum client satisfaction whilst maintaining profit levels. This session looks at what professional services firms can learn from consumer and commercial markets and offers practical help.
Content is once again king. This session helps delegates explore and practice a variety of writing styles – as a journalist, direct marketer, brand spokesperson, digital native, salesperson – to improve the effectiveness of various marketing and business development activities. Delegates will be encouraged to bring along examples of their writing so that they can diagnose issues and create improved versions.
Delegates will develop a step-by-step approach to help fee-earners use the relevant skills, resources and processes to prepare perfect pitch documents and presentations and so increase their conversion rate.
As marketers and business developers in a professional service firm, every day we need to manage our stakeholders and achieve buy-in to our ideas and projects. This session explores the challenges, shares best practice and provides insights into how achieve buy-in on a day-to-day basis and manage stakeholders throughout operational and strategic projects.
Every professional service firm knows that cross-selling makes sense yet so few manage to maximise the potential of internal referrals. Some practice groups are almost entirely reliant on referrals from external organisations – how do they get more from existing referrers and generate work from new referrers? This session offers delegates the opportunity to share experiences and develop new approaches to accelerating their referrer management programmes.
When fee-earners have little or no training in selling or account management, it can be hard for them to know how to develop relationships with their existing clients and referrers. This session provides ways to help them learn to create more effective relationships and paves the way for a structured key account management programme.
Much of the work for marketers and business developers involves creating and implementing campaigns that integrate marketing, selling and relationship management activities – whether for the firm, sectors or services. And the campaigns and projects usually involve both marketers and fee-earners. This half day session guides you through the process and provides insight into both project and campaign management techniques.
A popular highly interactive full day workshop for senior marketing assistants and executives who want to
a) move from responsive service provision into a proactive advisory role and
b) grow into more managerial, strategic and client focused areas.
Psychology can help us understand ourselves and our fee-earners better. Behavioural economics and neuromarketing are relatively new sciences designed to aid comprehension of client decision making processes. This full day interactive session covers over 50 psychological and neuroscience insights to assist marketers and business developers in professional service firms to be more effective – whether that is when working with each other in teams, with fee-earners or with clients.
A popular interactive full-day workshop for marketers and business developers who are looking at how to position and prepare themselves for their first management role. This is part of the well established series of courses supporting marketers as they progress through their careers in the professions.
As firms manage costs, PAs and secretaries are required to take on an ever-increasing range of marketing and business development activities – and often these staff have no or little training in the subject. This half-day workshop covers the basics of marketing and business development in professional services firms and is designed for those who are either supporting fee-earners or departments who are active marketers or those working within a marketing or BD team.
A popular half day interactive workshop for those with a basic understanding and some experience of marketing who would like to develop their marketing knowledge, role and career within a professional service firm. Those who require more indepth training should look at The Proactive Marketing Executive course which explores similar issues during a full day.
Young marketers and business developers usually have to manage and motivate assistants and technical specialists quite early in their careers – and often there isn’t any preliminary supervision or people management training to help them. So this half-day session explores basic ideas for team leadership and provides some practical skills to help them.
Getting to grips with digital PR
Integrating marketing with selling
Managing change and leadership
Assertiveness, confidence and effectiveness
Problem solving, creativity and innovation
Up to speed in digital marketing and social media
Marketing and BD planning in a nutshell
Being more strategic