3 hours SRA CPD

Speaker:  Kim Tasso and Viv Williams

With increasing commoditisation and competition in private client markets, firms are increasingly looking to opportunities in the commercial markets. But as a small firm with limited resources, how do you plan and implement an effective marketing programme to win more commercial clients?

This seminar will cover the following points:-

UNDERSTANDING THE CHALLENGE

• What is marketing?
• Understanding the needs of commercial clients
• Why is selling so important in commercial markets?
• The decision making unit – adapting to different types of clients

DEVELOPING A PLAN

•Segmentation and targeting
• The main techniques for marketing to commercial organisations

- Working with your existing clients
- Relationship management and cross selling
- Raising your profile
- Issues based marketing and campaigns
- Traditional and online/social networking
- Direct and digital marketing – Newsletters, e-shots and telemarketing
- Seminar and events programmes
- Collaborating with intermediaries and referrers
- Promoting positive word of mouth
- Improving your sales effectiveness
- Presentations, pitches and tenders

MONITORING PROGRESS

• Measuring the inputs, process and results
• Managing the sales pipeline
• The importance of a good database
• Managing service quality – understanding critical incidents

Who should attend?
Partners and managers with responsibility for marketing to commercial organisations