I am frequently quizzed by harassed practitioners, who can see the value in developing their practices, but have no idea what is involved or if they can fit marketing into their blocked out diaries.
Believe me, I have been there.
When in fulltime practice, I had a portfolio of 250 clients and whatever tasks or to-do lists I created, as soon as I sat at my desk the phone would start ringing and staff would be knocking at my door for help with their tasks.
The idea that I could make time to work on the practice was laudable but impracticable.
In fact, it was towards the end of my time in fulltime practice that I started to make sense of what was possible. Ironically, this led eventually to the formation of LandmarkPD and the gradual evolution of development resources for professional colleagues across the UK.
Parking ideas in your Inbox
In discussion with a practitioner recently, it became clear that he could see the value in the marketing materials we were sending him, but really didn’t have the time to act on them; the messages and attachments stayed in his Inbox.
I then explained that the time required to kick-start our strategy was 15 minutes and that the place to start was our scope and implementation notes.
The silence at the other end of the phone reminder me of the old saying “you can lead a horse to water but you can’t make him drink”.
What is involved in promoting your practice?
Let’s be specific. On 1 March 2021, we advised our Fee Builder subscribers that material had been added to their dashboards to help clients as their businesses started the painful process of emerging from lockdown.
All that was required was to send a copy of a pre-written fact sheet, setting out the likely challenges this would create, to all business clients and business prospects. The fact sheet was written in Word format and would take a few minutes to brand and save as a PDF document to email to clients.
We then suggested that firms draw up a list of say ten clients that it was felt would benefit from business planning support, and call them.
This limited activity would achieve the following objectives:
- The easy to read commentary would quickly advise of the challenges they could be facing.
- Feel that their adviser was watching their back.
- The reassurance that they could call on you for help.
For your practice:
- Keeping clients informed and thus building goodwill.
- Alerting prospects of issues that their present advisers may not be…
- The opportunity to expand advisory services.
Like to give this a try?
There is great power in action. There is no need to spend hours ruminating on how you could develop your practice when one hours focussed action will produce the results you desire.
The journey out of lockdown offers professionals a unique opportunity to increase cross-sales and win new clients who are less well supported. All it takes is deciding on strategies to promote, and then promoting them.
The good news, for less than £15 a week we can provide you with the strategies – one a month – plus the resources and implementation instructions to achieve this.
Join our Fee Builder program, give it a try. If you sign up in March we will give you access to March and April’s content – no fees to pay until 1 May 2021.
Email me and I’ll explain how you can take advantage of this offer: firstname.lastname@example.org
Best regards and stay well: Bob Edwards FCCA – March 2020