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CONVERSION MARKETING – A Must Read for Marketing Your Business Online

Written by Allan Colman on . Posted in Business Strategy, Conversion Rate Optimization, Online Marketing.

If you are searching for fresh marketing ideas for your website, take a look at CONVERSION MARKETING.  This book is loaded with suggestions on how to run promotional campaigns which convert visitors into buyers.

The book was written by Bryan Heathman, CEO of Made for Success Publishing, which contains 16 psychological tools of influence that describe how to influence the buying behavior of website visitors.

Bryan brings a colorful perspective from his Fortune 500 marketing experience for technology powerhouse Microsoft and big – brand marketer Eastman Kodak.

Endorsed by NYT best-selling authors Brian Tracy and Don Huston, CONVERSION MARKETING is a must-read and is available at bookstores everywhere including Amazon and Barnes & Noble.

Reveal Your Firm’s Under Performing Marketing Assets — Catapult Your Revenues Without Losing a Dime!

Written by Allan Colman on . Posted in Business Strategy, Managing Partners, Strategic Planning, Uncategorized.

Under performing marketing assets, when identified, are a real drag on your firm’s revenues.  Out of the 25 questions we use to build a successful business plan for clients, what would your responses be to these 7?

  1. Are you making decisions on under performing activities and investments?
  2. Do you complete success/rejection analyses of pitches and proposals?
  3. How are you maximizing the impact of these pitches and proposals?
  4. What success are you having expanding the number of colleagues actively selling and cross marketing?
  5. Can you use single marketing tools to leverage wider exposure and response generation?
  6. Is there a format for building a long-term pipeline of leads and opportunities?
  7. Who is measuring and reporting results  and who pays attention to them?

And what do we mean by saying our advice can advance the discussion of under performing marketing assets without losing a dime?  Simple-  experience shows that by a significant increase in your new revenues, the only cost is our professional fee.  And that is typically returned 4 to 5 times within 6 months.

To schedule a free 30 minute consultation go to 

 

Emails Do Not End in Handshakes

Written by Allan Colman on . Posted in Attorney Marketing, Business Strategy, Email Marketing.

Emails do not end in handshakes is a critical observation lawyers need to heed when on a new business development campaign.  My article in the March issue of Marketing the Law Firm is aimed at encouraging business people to head across the pond for a good old-fashioned face-to-face meeting.  Their message is spot on for attorneys who rely too often on email exchanges as a prime method of growing new business. For the complete article, http://www.ljnonline.com.

 

Driving Performance: The Next Piece of the Business Development Puzzle

Written by Allan Colman on . Posted in Business Strategy, Law Firm Marketing.

Driving performance is the next piece of our business development puzzle (part 4 of the 9 pieces). Sure, today’s marketplace is about as challenging as any market on earth. But there is a reason why some of us continue to slug away for decades. Once that iron wall of resistance totters, we find that the intellectual and professional rewards are extraordinary. You can enjoy the sweet satisfaction of knowing that you have succeeded where many other worthy aspirants have failed. [Visit our Books page for more details from Own the Zone.]

To Hit a Target Is to Take a Shot!

Driving performance to increase marketing and business development growth requires its own separate set of best practices, including:

  • Designate leaders for each client target that you and your firm have been keeping in the backs of their mind.
  • Enhance performance results by providing greater strategy debates before investing in RFP’s or in making new initial contacts.
  • Demonstrate successful performance by submitting success reports to firm managing partners.
  • Constantly review the failed business development efforts in post mortem meetings. Codify the steps that led to successful new business development.
  • Populate the marketing and business development program with targeting and pursuit efforts by specific groups.
  • Assure that business development training sessions are practical, not academic.
  • Keep your firm ahead of economic and industry trends and build this knowledge into every prospect call and current client.
  • Make decisions on under-performing activities by either abandoning them or improving your approach in each case.

 

Driving Performance: Get Started

You can achieve success driving performance using many different tactics. Pick the ones that serve your current situation best and get started. The shot that will never score is the one you never take…

 

Further Reading

Just in case you missed the earlier posts, you can find them here:

A Business Development Puzzle – Win a Prize

The Second Piece of the Business Development Puzzle

Do You Know the Next Piece of the Business Development Puzzle?

And you can get more more in-depth content from Own the Zone by getting your copy from our Books section.

 

7 Ways to Overcome Objections

Written by Allan Colman on . Posted in Business Strategy, Content Marketing, Law Firm Marketing.

In offering proposals for new client work, we often need to overcome objections. In a recent conversation with Rick Justus, CEO of 36ixty, he outlined 7 ways to overcome negative reactions to your business development proposals:

* Choose your words carefully;
* Avoid talking about costs and fees too soon;
* Ask if money was not the issue, would we be selected?
* Do you see the value of our solution?
* Sustain a peer relationships;
* Don’t lower the proposed fee without changing the deliverables;
* Be certain you are dealing with the economic decision maker.

Having a client or prospect adapt your values to their needs is one of the best way to build new business.

Are Hamsters Running Your New Business Strategic Planning ?

Written by Allan Colman on . Posted in Allan Colman, Business Development, Business Strategy, Client Retention, Content Marketing, Conversion Rate Optimization, Marketing for Law Firms.

New business strategic planning is the process by which an organization’s leaders define and implement the plan needed to achieve the firm’s fundamental purpose — successfully solving problems and preventing them in the future. The output is a set of high level objectives [we identify them as “critical improvement areas” per 36ixty] and initiatives/specific actions to achieve these objectives.

In other words, turn strategy into action. And since most strategic plans sit on a shelf, gathering dust, we propose starting out with a ONE PAGE STRATEGIC PLAN – yes, one page. State the purpose, identify the anticipated profit, set the priorities, measure the performance and track the progress. Insure that firm members all understand what is happening, anticipate how their roles are critical to success, and build it into your firm’s/company’s culture.

Why Focus on Your Client's Bottom Line?

Written by Allan Colman on . Posted in Allan Colman, Business Development, Business Strategy, Content Marketing, Conversion Rate Optimization, Email Marketing, Law Firm Marketing, Leadership, Marketing for Law Firms.

Accelerate Your Business Now – Chpt.3

Note that these 12 Practices from 36ixty [brand, leadership, strategy, communication, team, core message, marketing, sales, customer experience, revenue and systems]Closers Group: Is Your Firm in the "Accelerator Zone"? break down into 3 manageable groups; how people work; how processes work; and systems to integrate and manage them all. We call them “impact areas” where clients focus on bottom line results. And in order to define these, we start with having senior firm management answer these questions as a group.

• What do I need to do more of?
• What do I need to do less of?
• What do I need to start doing?
• What do I need to stop doing?

The right questions are designed to focus on what is really important to the business and internal aspects necessary for success. The answers become the foundation that might lead to refinement, transformation in effectiveness and profits. They are the keys to growing new business. What then follows is the strategic planning process in our next column.