CLIENT RELATIONS – MAKE AND KEEP A CUSTOMER
- IT IS WHAT YOU ARE HERE FOR:
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COURSE OVERVIEW:
Sustaining good client relations is tough in any profession. However, individuals and firms that produce incredible service to every client have a clear competitive advantage…
The sub-title ‘Make and Keep a Customer’ comes from the prolific management writer Peter Drucker – he used the phrase to define the sole purpose of business.
On any Management Course for professionals in commercial practice, when asked, some 95 per cent of delegates confirm that the ‘purpose’ of their firm is to ‘make money’! And by this term most mean ‘profit’ – i.e. that amount of money left after paying for the costs of trade (over a given time period).
So far, so obvious!
But that ‘purpose’ is worthy of some analysis… that purpose cannot be fulfilled until we are able to make a customer (bring their needs to our door) or keep a customer (develop loyalty or have them make a recommendation).
This course aims to show you how.
Sustaining good client relations is tough in any profession. However, individuals and firms that produce incredible service to every client have a clear competitive advantage…
The sub-title ‘Make and Keep a Customer’ comes from the prolific management writer Peter Drucker – he used the phrase to define the sole purpose of business.
On any Management Course for professionals in commercial practice, when asked, some 95 per cent of delegates confirm that the ‘purpose’ of their firm is to ‘make money’! And by this term most mean ‘profit’ – i.e. that amount of money left after paying for the costs of trade (over a given time period).
So far, so obvious!
But that ‘purpose’ is worthy of some analysis… that purpose cannot be fulfilled until we are able to make a customer (bring their needs to our door) or keep a customer (develop loyalty or have them make a recommendation).
This course aims to show you how.
LEARNING OUTCOMES:
By the end of this course you can:
• See why you don’t want customers – just clients!
• Put yourself in the shoes of someone buying your services
• Recognise those ‘Moments of Truth’ on the client experience continuum
• See price in the context of the client buying decision
• Establish a matrix to halve your marketing budget and achieve better results
• Define the difference between ‘features’, ‘advantages’, and ‘benefits’ and what clients buy
• Drive the full Marketing Mix through your whole firm.
• Develop a bespoke Personal Development Plan
THIS COURSE WILL PROVIDE approximately 3HRS OF CPD
By the end of this course you can:
• See why you don’t want customers – just clients!
• Put yourself in the shoes of someone buying your services
• Recognise those ‘Moments of Truth’ on the client experience continuum
• See price in the context of the client buying decision
• Establish a matrix to halve your marketing budget and achieve better results
• Define the difference between ‘features’, ‘advantages’, and ‘benefits’ and what clients buy
• Drive the full Marketing Mix through your whole firm.
• Develop a bespoke Personal Development Plan
THIS COURSE WILL PROVIDE approximately 3HRS OF CPD
Section - Objective
Why ‘customers’ don’t matter - To understand why ‘clients’ are the way forward for your firm
Your Business ‘MOT’ - Improving the client experience continuum
Criteria to brief / recommend - Exploring a systematic approach to client communications
Importance / Performance Matrix - How to halve your marketing budget yet achieve more
Having a ‘FAB’ time at work - Understanding the drivers of the buying decision
The Seven C’s of Marketing - To show who wears the marketing hat in your firm
Developing your PDP - Continuing the journey with your Personal Development Plan
Module Evaluation - Planning to embed individual learning in the firm
Why ‘customers’ don’t matter - To understand why ‘clients’ are the way forward for your firm
Your Business ‘MOT’ - Improving the client experience continuum
Criteria to brief / recommend - Exploring a systematic approach to client communications
Importance / Performance Matrix - How to halve your marketing budget yet achieve more
Having a ‘FAB’ time at work - Understanding the drivers of the buying decision
The Seven C’s of Marketing - To show who wears the marketing hat in your firm
Developing your PDP - Continuing the journey with your Personal Development Plan
Module Evaluation - Planning to embed individual learning in the firm
LEARNING RESOURCES:
Supporting materials designed by DAW Ltd. for this programme includes:
Supporting materials designed by DAW Ltd. for this programme includes:
- Pre-event discussion template for line manager – fully supported through delegate attendance pack
- Pre-work – getting the learner to evaluate existing business development approaches and know-how
- Online video show-casing ‘hands-on’ practical ideas drawing on realistic working practices
- A comprehensive workbook to support learning
- A learning assessment tool to check your embedded learning
- Post-event discussion template for line manager – fully supported through delegate attendance pack
YOUR TUTOR:
Adrian ‘Mac’ Mackay, BSc(Hons) DipM MCIM DipDigM CMkr PCertM CMgr MCMI MBA (Strategic Marketing)
I was asked to devise new material for the lawyers’ Professional Skills Course – Client Care and Professional Standards Module that was ‘highly commended’ by the Solicitors Regulation Authority. I draw on that experience to make ‘Ethics and Standards’ accessible to all professionals and their staff.
I bring a wealth of practical marketing and business development experience from over two decades of consultancy practice; I’ve tutored in marketing internationally and have been a popular lead speaker on the trainee lawyers’ Professional Skills Course. I enjoy working with all levels of people in professional service firms and especially as an executive coach.
Along the way I have become a Chartered Manager, a Chartered Marketer, and has dealt with many Codes of Conduct my entire career. I attained a CAM Diploma in Digital Marketing in 2014 – with Credit.
I’m author of ‘Master your CPD – in 3 Minutes a Day'
Adrian ‘Mac’ Mackay, BSc(Hons) DipM MCIM DipDigM CMkr PCertM CMgr MCMI MBA (Strategic Marketing)
I was asked to devise new material for the lawyers’ Professional Skills Course – Client Care and Professional Standards Module that was ‘highly commended’ by the Solicitors Regulation Authority. I draw on that experience to make ‘Ethics and Standards’ accessible to all professionals and their staff.
I bring a wealth of practical marketing and business development experience from over two decades of consultancy practice; I’ve tutored in marketing internationally and have been a popular lead speaker on the trainee lawyers’ Professional Skills Course. I enjoy working with all levels of people in professional service firms and especially as an executive coach.
Along the way I have become a Chartered Manager, a Chartered Marketer, and has dealt with many Codes of Conduct my entire career. I attained a CAM Diploma in Digital Marketing in 2014 – with Credit.
I’m author of ‘Master your CPD – in 3 Minutes a Day'