Engagement, buy in and stakeholder management
Every day, marketers and business developers in professional service firms need to manage internal stakeholders (fee-earners) to achieve buy-in to ideas and engagement in projects. This experiential session explores the challenges, shares best practice and provides insights and practical tools to engage stakeholders and achieve buy-in and collaboration on a day-to-day basis and throughout strategic projects and operational implementation.
The online workshop qualifies for 3.5 hours CPD.
What you will learn:
- – Analyse and plan action to engage your internal stakeholders
- – Build stronger relationships with partners, fee-earners and fellow business support professionals to achieve buy-in to ideas and projects
- – Learn how to combine a variety of rational, logical approaches with emotional ones to achieve the best outcomes
- – A toolbox to improve collaboration and teamwork
Topics covered
- – Introductions and aims (Exercise)
- – What is stakeholder management and buy-in?
- Strategic: Engaging and managing stakeholders
- – Assess, understand and prioritise your stakeholders
- – The importance of internal communication
- – Exercise: Stakeholder analysis tools in practice
- – Communicate, engage with and influence stakeholders
- – The 7P toolbox of buy-in and the change cycle
- – Dealing effectively with “difficult” people
- Achieving buy-in 1 (Rational)
- – Plan (Align goals and strategy, project management of change)
- – Process & Precision (Evidence, business case, engagement methods, communication)
- – Pressure (Barriers, resistance, champions, conflict management, negotiation)
- – Patience (manage emotions)
- – Exercise: The business case, plans and processes
- Achieving buy-in 2 (Emotional)
- – People (credibility, confidence, power, meetings, trust, conversation skills, adapting to differences)
- – Psychology (cognitive bias, empathy, NVC, style, motivation, change, ‘difficult’ people)
- – Persuasion (questions, listening, shared interests, influencing, managing objections)
- – Exercise: Strategies and tactics for buy-in scenarios
- – Summary and action planning
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learningthrough interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
- – Participation is restricted to PM Forum members
Book now
Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
Speaker
-
Kim TassoRedStarKim LtdKim Tasso has worked within and for over 200 professional partnerships in the legal, accountancy and property sectors for over 20 years and continues to do so as a management consultant.
She also has direct client exposure from working with organisations in the technology, education, creative, media, real estate and not-for-profit sectors.
Unusually, she combines psychology, marketing and business qualifications so is effective as both a professional trainer, facilitator and coach and also as a subject matter expert in a variety of strategy, marketing, selling and relationship management topics.
She is highly rated as a trainer and coach for lawyers, accountants and surveyors and also lectured on Chartered Institute of Marketing (CIM) professional marketing qualifications for Cambridge Marketing College.
She is the author of books on soft skills, growth strategies, business development, media relations and business development and a prolific conference speaker and journalist. She is also a member of the PM Magazine Advisory Board.
