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Are You Marketing to the Wrong Prospects?

Written by Allan Colman on . Posted in Marketing for Law Firms, New Business Development.

All too often we find clients marketing to the wrong prospects. This is frequently caused by simply treating all leads alike. Or the internal pressures to generate new business cause a professional to overlook the necessary pre-meeting strategy.
Using the OSOP (One Page Operating Plan), we recommended in our last post, add the following to determine who the correct business development prospects are and then go get them:
  • Master lead generation
  • Determine what you do that stands out versus your competition
  • “Audit” all your meetings and results
  • Use our 14 deal-making steps
  • “Creative abandonment” (Drucker) means drop the poor performers
  • Simplify and use your CRM
  • And build a customer-satisfaction ladder to refine and grow your new business development.