Cross-selling and referrer management accelerator
Generating growth from existing clients is a core strategy. Every professional service firm knows that cross-selling makes commercial sense and some practice groups are entirely reliant on internal and external referrals. Yet so few manage to maximise the potential of internal and external referrals. So how do you generate more referrals? What systems and behaviours are effective? How do you move from sporadic activities to strategic programmes? This workshop offers delegates the opportunity to review the latest research, interrogate case studies, participate in group exercises, share experiences and develop new approaches to accelerating their referrer marketing programmes.
Learning outcomes
- – Understand the role of indirect business development in supporting the firm’s growth
- – How to research, choose, plan and implement strategic referral initiatives
- – Activities to enhance cross-selling performance
- – Focus external intermediary initiatives for greater impact
- – Support fee-earners in their cross-selling and external referral management
Topics covered
Plan referral programmes
- Referrer management in the context of wider business development
- Cross-selling and intermediary management challenges
- The differences between direct and indirect selling
- Lead the engagement and planning processes (diagnosis – aims – strategy – action)
- Set goals (firm, team and individual) and segment target audiences
- Establish the necessary information, analysis, automation and risk systems
Breakout – Goal setting challenges
Focus on existing clients – accelerate cross-selling and client recommendations
- Integrated and standalone programmes
- Frameworks and tools to analyse and prioritise clients
- Help from client listening and satisfaction programmes
- Promote internal communication, campaigns and collaboration
- Support fee-earners in cross-selling
Breakout – Internal cross-selling processes and client recommendation programmes
Work with external referrers
- Understand why referrers recommend (and targeting)
- Develop referrer information, profiles, teams and plans
- Promote campaigns and relationship development activities and behaviours
Breakout – Enhancing external referrer relationships
- Core skills to build profitable relationships
- Value propositions and key lessons from KAM
Summary and close
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 learning through 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
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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
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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.
