8
Insights
Effective Selling - Professional Services

1. Map of Marketing and Sales Process
2. Need for Vision
- To be the leading law firm in Australia:
- Marketing, sales and operating processes all need to be framed with a purpose in mind.
- This aspiration governs everything that the firm does.
What does "leading" mean?
- Owners
- 30% return on revenue
- Clients
- Research confirms firm seen by major corporates as best supplier of consulting services
- Staff
- Research confirms that firm seen by all levels of staff as the best place to work
3. Role of Positioning
- What industries?
- What companies? (large, medium, small)
- What clients?
- What services?
- A lot of choices
4. Importance of Differentiation
- Differentiation based on our assets
- People
- Know-how (consulting, industry, issue, thought leadership, etc.)
- Processes and systems
- Style
- Track record
- Customer relationships
- Brand - reputation
Which ones do we choose and why?
5. Role of Values
- The brand is a result of
- What we do (products/services)
- How we do it (behaviours)
- So every professional has a chance to enhance or dilute the brand with every client interaction
- Consistent behaviours with clients is a key feature of every world class professional services firm
6. High Level Process Map
7. Account Management
- Greater focus on customer's business
- Focus on understanding customer organisation and developing relationships
- Uniform process for planning and managing all accounts
- Pragmatic and system process for identifying biggest profit improvement areas, developing competitive solutions and cost-effective plans
- Focus on priorities
- Teamwork approach
Aim: To increase customer satisfaction and to identify solutions which grow customer’s business
9. Standard Account Management Tools
- Account Planning Tool
- Addressing all the business you do with the account
- One plan per account (very large organisations may justify more than one plan)
- Update and review quarterly
- Customer Satisfaction Scorecard
- Identifying major improvement areas
- Update and review as appropriate
- Opportunity Planning Tool
- Managing specific pieces of potential business (bids and prospects)
- One plan per significant sales opportunity within the account
- Continual update and review process
Success through anticipating and meeting customer needs better.
10. Account Management – Summary
11. Bid Management
12. Sales Management
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Elizabeth MacGregor/index.php/who-we-are/our-team/core-team/elizabeth-macgregor
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Ian Dardis/index.php/who-we-are/our-team/core-team/ian-dardis
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MontaRosa/index.php/who-we-are/our-team/collaborators/montarosa
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Jill Johnson/index.php/who-we-are/our-team/core-team/jill-johnson
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Sasha Jurac/index.php/who-we-are/our-team/core-team/sasha-jurac
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Caroline Mirams/index.php/who-we-are/our-team/core-team/caroline-mirams
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John Colvin/index.php/who-we-are/our-team/core-team/john-colvin
Author(s)
John Colvin
What We Do
Learn about how our firm values translate into the work we do.
Work with us
If you are interested in collaborating with us on a research project, please contact us.
Work with us
If you are interested in collaborating with us on a research project, please contact us.
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