post # 410 — Tuesday, July 31, 2007 — a General post
Marketing to Existing Clients - new client videocast & audiocast
In Marketing to Existing Clients, the 19th episode in my live video and podcast series, we're going to look at four types of marketing and relative R.O.I. probabilities for each. We will also examine why most professional firms choose the least probable investment for their non-billable time.
Audio Timeline
00:40 – Introduction
01:27 – Investing in existing relationships vs. new sales generation
02:40 – Four places in marketing for non-billable time
03:54 – An R.O.I. comparison of non-billable hours
10:07 – A real world example of the merits of relationship building as non-billable time
14:23 – Why we choose the lowest probability marketing actions
17:19 - Conclusion
You can download Marketing To Existing Clients or sign up to receive new Maister Moments videos automatically with iTunes or other video players. (Click here for step-by-step instructions on how to subscribe.) My seminars are always available for download at no cost.
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Duncan Bucknell said
www.DuncanBucknell.com
Thanks for all of your great podcasts / videocasts.
I'm really interested to hear everyone's suggestions about how to make sure the firm focuses on the right activities.
I'm a solo consultant, so it's easy - I just make sure that I record the time that I spend accurately (basically in your 4 categories - which are a subset of what I call my 'specific marketing' category to differenciate it from 'broadcast marketing' (blog / articles / public seminars etc) which is allotted even less time.
Apart from recording systems, how do you get a firm to focus on current clients who recognise a need?
posted on Tuesday, July 31, 2007