Jungle Of Knowledge

But who’s growing your business while you’re busy tending to your clients’ needs? What are you doing to attract and maintain a steady stream of qualified, motivated prospects? How do you find and keep interesting clients who pay you what you’re worth? Like most professionals, you may not be able to answer those questions because the answer involves marketing.

Sure, referrals can be a decent source of new clients, but they’re only one approach in a system of balanced strategies for guaranteeing you’ll have many desirable clients for as long as you wish. It doesn’t matter how many referrals you get, if you don’t know how to build and extend the potential relationship that each referral represents.

As a Smart Person, you have lots of options at your disposal for attracting more clients to your firm. And they don’t have to include the expensive things that spring to mind when you say "marketing," such as slick brochures, advertising, or direct mail.

However, your professional expertise alone will not differentiate you in a crowded marketplace…nor will it bring clients to you. You’ve got to let them know you exist and help them understand why you’re different – why you are uniquely qualified to address their needs. This is called positioning. It takes some thoughtful, creative work to nail this first, most important step in attracting more clients.

Once you’ve determined your positioning, you have four more major steps that will bring clients to you and your firm: packaging, promotion, persuasion, and performance. Each step requires that you are able to communicate with your target client audience in a variety of ways that they can understand – in their need-based language, not your expert language.

In a nutshell, here are some of your strategies for each major step to attract more clients:

Positioning: niche, specialty, specialness, reputation, unique competitive advantage, client-centered worldview, saying no, commitment, no Plan B, congruence, self knowledge, re-niche

Packaging: knowledge-sharing, articles, reports, surveys, web sites, slide decks, CDs/cassettes, videos, books, mini-books

Promotion: knowledge-sharing, speaking, writing, networking, referrals, newsletters, e-newsletters, letters, postcards, calls, teleclasses

Persuasion: listening, diagnosis, openness, curiosity, visioning, education, presentations, asking, recommending, assuring, sharing

Performance: competence, solutions, results, keep promises, manage expectations, intelligence, creativity, guarantees, thank you’s, commitment, walking the talk, innovation, persistence, integrity, generosity, alignment inside firm, staying in touch, management competence

Chances are, you’re on a learning curve in one or more of these major steps. Even if you’ve been in business for years and have built a successful firm, taking your practice to the next level means setting new metrics, ensuring your niche hasn’t grown stale, and learning new ways to reach that next stage in your firm’s growth or maturity.

For larger firms, maybe now it’s time to pay attention to how your firm delivers on your brand promise – do principals, management, and staff really "walk the talk" of what you promise in the marketplace? Or are you, like many professional service firms, a cobbler whose children have no shoes?

Or perhaps you serve "internal clients" inside of a very large organization, and need support or buy-in for the services your department offers. You can put these principles and strategies to work for your work to get noticed, get invited, attract positive attention, and get buy-in.

So what’s a Smart Person to do to attract more clients? Here are some suggestions:

Raise the role of strategic marketing in your practice to a conscious level. Get it on the agenda and apply your smarts to it, just like you do with any other crucial aspect of your business.

Create a niche for your practice – you cannot be all things to all people. However just because you enjoy working with a particular market or prefer a special approach, it doesn’t mean your target clients will. You need to understand the difference between a good niche and a bad niche, and strategize accordingly. Lynda Falkenstein’s NicheCraft is an excellent source of ideas.

Position yourself to others through their worldview, not yours. Instead of saying, "I’m a strategy consultant," start with "I help (Fortune 500) companies (increase market share)." Obviously you’d tailor the statement to fit who you help and what problem you address, but you get the idea. For tons of information on how to get this right, Robert Middleton of Action Plan Marketing is the guru on what he calls creating an "audiologo."

Develop a system of marketing strategies that both attracts new clients and helps you retain the ones you have. Start with the metrics of what you want to change or improve in your practice and tie the system to driving those metrics.

Develop an action plan that translates your marketing system into specific tasks, with real assignments, deliverables, and deadlines.

Commit to and put a system in place to keep you on track and motivated as you work through your plan. Build non-billable time into your business model dedicated to marketing. A rule of thumb is at least 20% of your firm’s time should be allocated to marketing.

Get expert help and resources for any of these suggestions, including implementation. For many professional service firms, this requires getting away for a day or two of focused thinking and discussion among key people. When you consider that stakes, it’s well worth the time and effort.

There are actually two more "p’s" in marketing. Intelligent, effective marketing requires a great deal of patience…and the ability to see this not as a series of transactions completed in a few weeks or even months, but as a relationship-building process with your current and future clients over time.

Marketing really is a life-skill and something to learn as one of your core competencies as an educated professional. Now that’s being smart!

References

Argyris, C. "Teaching Smart People How to Learn," Harvard Business Review, May-June 1991.

Falkenstein, L. NicheCraft. New York: HarperCollins. 1996.

Middleton, R. "InfoGuru Marketing Manual." Action Plan Marketing. 2002.

Creative thinking is a potential we are all born with. If you don't use that potential, it is probably because you don't know and apply the simple principles for developing it. We can remedy that right now.

The two basic principles of creative thinking are:

1. There are methods and techniques of creative thinking.

2. Making these methods and techniques a part of your mental habits will make creative thinking easy and automatic.

An entrepreneur sees the potential profit in a situation, because his mind is trained for that. A lawyer sees the potential problems, because that is how his mind is trained. How we repeatedly think becomes a habit, and that is how you train a mind. Learn the techniques of creative thinking, use them until they are a habit, and creative thinking will be as natural for you as lying is for a politician.

The Techniques Of Creative Thinking

There are dozens of creative problem solving techniques you can learn to use. "Concept-combination," for example, will have you mixing roses and clocks to create the first alarm clock that wakes you up with a gentle release of fragrance. Use the technique of "random-presentation" and a cell phone can give the idea to do your dictation with a pocket tape recorder while you walk, so you'll have time for exercise and still get your work done.

Creative thinking goes beyond just solving specific problems or inventing new things. A truly creative mind is always coming up with the questions too, not just the solutions. To be more creative all the time, focus on three things:

1. Challenge your assumptions. What if a restaurant didn't have employees? Customers could pay a machine as they enter, and feed themselves at a buffet. If everything was as automated as possible, maybe one owner-operator could run a large restaurant alone. Challenge everything. Do you have to go to work? Do pools need water? Is education always a good thing?

2. Change your perspective. Imagining a dog's thoughts about your busyness could clue you in to the unnecessary things you do. Thinking dollars-per-day instead of per-hour could give you a plan to let employees go home when they finish a certain quota. Greater efficiency would be almost certain, and you could adjust daily pay and quotas so both you and employees made more money. Look at everything from several perspectives.

3. Let your ideas run wild. Flying furniture seems silly, but it may lead to the idea of a hover-lifter. Slide the device under furniture and it lifts it with a cushion of air, making for easy moving. Don't stifle your creativity. Relax, let ideas come, and know that you can always discard them later.

Creating Creative Thinking Habits

To make the above techniques into an automatic part of your thinking, just use them enough. Usually it takes several weeks to develop a habit, so you need a way to remind yourself each day during that time. Try writing a few of your favorite techniques on a card and carrying it with you. Pull it out throughout the day and apply the techniques to anything. Soon, more creative thinking will be a normal part of your life.