Cross-selling and referrer management accelerator
Every professional service firm knows that cross-selling makes sense yet so few manage to maximise the potential of internal referrals. Some practice groups are almost entirely reliant on recommendations from external organisations – how do they get more? This workshop offers delegates the opportunity to share experiences and develop new approaches to accelerating their referrer marketing programmes.
Topics covered
Planning
• Referrer management in BD context
• Direct vs indirect selling
• Planning process
• Segmentation and goal setting
• Information systems
Breakout
Existing clients – cross-selling and recommendations
• Integrated and standalone programmes
• Analysing and prioritising clients
• Listening and satisfaction programmes
• Internal communication and collaboration
• Supporting fee-earners
Breakout
Working with external referrers
Breakout
• Understanding why they refer and targeting
• Referrer profiles, teams and plans
• Relationship development activities and campaigns
Breakout
• Building profitable relationships – core skills
• DMU, value propositions and lessons from KAM
Summary and close
Pricing
First attendee £270 +VAT
Second attendee £260 + VAT
All subsequent attendees £250 + VAT
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.
Book now
Speaker
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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.
