8
Insights
Effective Selling - Professional Services

1. Map of Marketing and Sales Process

2. Need for Vision
- To be the leading law firm in Australia:
- Marketing, sales and operating processes all need to be framed with a purpose in mind.
- This aspiration governs everything that the firm does.
What does "leading" mean?
- Owners
- 30% return on revenue
- Clients
- Research confirms firm seen by major corporates as best supplier of consulting services
- Staff
- Research confirms that firm seen by all levels of staff as the best place to work
3. Role of Positioning
- What industries?
- What companies? (large, medium, small)
- What clients?
- What services?
- A lot of choices
4. Importance of Differentiation
- Differentiation based on our assets
- People
- Know-how (consulting, industry, issue, thought leadership, etc.)
- Processes and systems
- Style
- Track record
- Customer relationships
- Brand - reputation
Which ones do we choose and why?
5. Role of Values
- The brand is a result of
- What we do (products/services)
- How we do it (behaviours)
- So every professional has a chance to enhance or dilute the brand with every client interaction
- Consistent behaviours with clients is a key feature of every world class professional services firm
6. High Level Process Map

7. Account Management


- Greater focus on customer's business
- Focus on understanding customer organisation and developing relationships
- Uniform process for planning and managing all accounts
- Pragmatic and system process for identifying biggest profit improvement areas, developing competitive solutions and cost-effective plans
- Focus on priorities
- Teamwork approach
Aim: To increase customer satisfaction and to identify solutions which grow customer’s business
9. Standard Account Management Tools
- Account Planning Tool
- Addressing all the business you do with the account
- One plan per account (very large organisations may justify more than one plan)
- Update and review quarterly
- Customer Satisfaction Scorecard
- Identifying major improvement areas
- Update and review as appropriate
- Opportunity Planning Tool
- Managing specific pieces of potential business (bids and prospects)
- One plan per significant sales opportunity within the account
- Continual update and review process
Success through anticipating and meeting customer needs better.
10. Account Management – Summary

11. Bid Management

12. Sales Management

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MontaRosa/index.php/who-we-are/our-team/collaborators/montarosa
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Elizabeth MacGregor/index.php/who-we-are/our-team/core-team/elizabeth-macgregor
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Ian Dardis/index.php/who-we-are/our-team/core-team/ian-dardis
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Jill Johnson/index.php/who-we-are/our-team/core-team/jill-johnson
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Sasha Jurac/index.php/who-we-are/our-team/core-team/sasha-jurac
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Caroline Mirams/index.php/who-we-are/our-team/core-team/caroline-mirams
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John Colvin/index.php/who-we-are/our-team/core-team/john-colvin
What We Do
Learn about how our firm values translate into the work we do.
Work with us
If you are interested in collaborating with us on a research project, please contact us.
Work with us
If you are interested in collaborating with us on a research project, please contact us.
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