In this episode, Rob Patterson of Parkins Lane and Paul Evans of Toro Digital are joined by Alistair Marshall, Director at Professional Services Business Development.

We discuss:

• Whether you’re an experienced practitioner or a lawyer starting out, how do you define your target market? 




• As a starting point, Alistair recommends an audit on revenue and profit, work type, clients, sectors, geography, client issues. Passion and enjoyment should also be a factor as well as a drive to immerse yourself into your clients world, understand their business, industry, regulatory requirements, etc.




• The 3 pillars to promote yourself as an expert in your area:




• Speaking - including good speaker etiquette and a robust CTA/follow up plan


• Writing


• Networking (online and offline)




• Don’t be shy about putting your questions on the table with a client/prospect, literally. Alistair discusses the importance of being prepared when heading into a warm meeting:




• Do your homework and have questions prepared to guide/prompt the conversation.


• What’s the objective of the meeting?


• What’s your expectation? 


• What’s your value-add? What are you offering that is unique, for example, research, insight, information, etc?


• Don’t give a history lesson about you/the firm.


• Let the client do most of the talking - this is a discovery meeting.




• How to build a BD routine into your week:




• 2 hours minimum


• Block out time on a Tuesday, Wednesday or Thursday


• Focus on and create strategy around:




• 5 existing clients


• 5 prospect clients that fit your ‘perfect’ client model


• 5 referrers






• Alistair’s top 3 poor uses of marketing & BD budget that have very poor ROI and engagement, especially for attracting new/prospective clients:




• Brand advertising


• Sponsorship


• Hospitality events (private rooms at football, cricket, etc)
  
  

Connect with Alistair

On LinkedIn

https://au.linkedin.com/in/alistairmarshall1967

Professional Service Business Development website

https://www.professionalservicesbd.com.au/

Email Alistair

apm@professionalservicesbd.com.au

Resources

To receive Alistair’ ebook, "10 immediate actions to generate revenue & cash," head to the footer on his website and sign up.

https://www.professionalservicesbd.com.au/

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