Category Archives: Professional Services

How To Grow Business All the Time

 

Whether your trade is producing software, computing tax liabilities, or manufacturing tangible goods, the success of your organization is going to be tied to strong sales (business development/ “bizdev”) performance over the long haul. Yet, few organizations are able to create a bizdev model that is sustainable and that constantly fuels the capital needs of the enterprise. Bizdev, however, is something that far too many senior executives (or, business owners in the SMB world) think must be acquired through osmosis or tenure. While I don’t actually believe that they think that, their actions would indicate otherwise.

Virtually everyone in North America has had a frustrating experience with bad sales execution. Either one has been on the end of trying to convince someone to buy, or the other end where we hate to be the recipient of “sales.” There’s much wrong with the selling models that are so pervasive that negative experiences abound on both sides of the equation.

Mahan Khalsa, who led the Sales Performance Group at FranklinCovey for a number of years, is one of my favorite authors on the subject of business development. His background included developing instruction for one of the old Big Eight CPA firms, then turning his attention to training almost 100,000 salespeople and consultants from all over the place in many different verticals.

Khalsa says, “Most professional sellers have good intent. They know manipulation and deceit hurt rather than build long-term sales success. They know that building trust is essential to both creating and capturing value. So they eliminate a lot of what would otherwise be dysfunctional—no surprise there. Yet most also consistently engage in actions that are not value adding–for them or for their customers. Even when great intent is present, there is a lot of room for improvement in eliminating dysfunctional behaviors.”

Both Khalsa and Neil Rackham find the tendency to jump to solutions before having completed the questioning process to be the bane of many folks involved in bizdev. I have observed noted rainmakers stumble in prospect meetings over this very subject. It’s as though the brain clicks into autopilot and, rather than seeking to understand, hubris takes over and the rainmaker is intent on being understood. Often, the solution that is recommended is premature–it doesn’t bear the wisdom of listening and consultative due diligence.

“Looking a little more holistically we could say the missing link is the ability to successfully blend excellent inquiry with excellent advocacy – to do a superb job of matching our story to the client’s story. Good inquiry is essential and most often the more undeveloped portion of the balance – and it is still only part of the equation. I’ve seen people get good at inquiry and still not be able to convert on advocacy.” (Khalsa)

When Khalsa left FranklinCovey, part of his intent was to transform the way business developers approach their work. He felt there was room for continuous improvement over an entire career. To that end, he began to wed together the twin concepts of business development and change management, with a sprinkling of performance measurement. In order to see strong long-term results, he argues, there must be an environment supportive of continuous improvement and a repeatable process that can be practiced and refined. 

Edward Deming once said, “It is not enough to do your best. You need to know what to do and then do your best.” So the quality of the practice and application is as important as the quantity of practice – and the quantity is essential. Khalsa subscribes to this concept as it relates to bizdev, stating “What I find liberating and motivating about the research is that everything, repeat everything, we need to do in order to get really good at sales is learnable – if we are willing to practice. It doesn’t have to do with our DNA, our native IQ, our personality type or social style, our years of experience. If we are willing to engage in a high number of repetitions of quality practice we can become as great as we want to be. That’s powerful.”

A key factor in effective bizdev is the ability to build a trusted relationship with the other party. Khalsa firmly believes that trust can be built intentionally and that it is tied strongly to value and information flow. In fact, he would argue that anyone who has two can obtain the third. Fundamentally, a rainmaker will have to become consistently better at doing what is promised and establishing a culture where the other party feels safe to share meaningful information.

 

Lead Me – Don’t Manage Me!

 

“People don’t want to be managed. They want to be led. Whoever heard of a world manager? World leader, yes. Educational leader. Political leader. Religious leader. Community leader. Labor leader. Business leader. They lead. They don’t manage. The carrot always wins over the stick. Ask your horse. You can lead your horse to water but you can’t manage him to drink. If you want to manage somebody, manage yourself. Do that well and you’ll be read to stop managing. And start leading.”

-Printed by United Technologies Corporation in the Wall Street Journal

One of the most heated conversations we had in the MBA program at Elon (ranked #1 part-time program in the USA) was over the value of management versus leadership. One of our courses was in organizational leadership and many of the younger students did not enjoy the finesse and nuances of the subject matter. They wanted to stay in the realm of concrete, numbers driven topics wherein there is a clear cut “right” answer. Leadership, for people who have not held positions with substantial responsibility, is challenging to describe, pursue, evaluate, and articulate. Management, on the other hand, was easier for the cohort to articulate in terms of metrics and definitions that met with consensus.

Whether in class or on the job, very few people want to be managed per se, they would prefer to be led. Managing is a process better applied to resources rather than individual people. Even in our home lives, when we are trying to get our children to do the right thing, it is incumbent upon us as parents to inspire them to make good choices. Inspiration is one of the key results of leadership.

Cynthia Stewart, writing for the Lead Change Group’s website last week, made some keen observations about the dichotomy between management and leadership:

“One specific example of what I am talking about comes to mind that illustrates this perfectly.  In fact, I was speaking with a President of a company today and she mentioned the same example.  Most of us have been part of a United Way campaign.  In the early days, these campaigns were delegated to management to run.  Typically management would take the tact of talking to their employees about the importance of being a good citizen and helping to fund helping agencies so their patrons could have a hand up (effectively trying not to appear to strong arm you into giving so that the company goals could be met.)

Then, one year things changed.  The leaders asked for employee volunteers to lead the campaigns. Everyone couldn’t wait to show up to the next new event, and attendance and giving doubled and tripled.  You saw people showing their true talents, coming alive, doing things you had no idea they could do.  The fun quotient spiked, the giving exceeded goals, employee morale improved, and the new office stories were accompanied with more laughter.   Hmmm – no management in the picture.”

Stewart’s commentary reveals a gap in thought leadership. Many Millenials are misunderstood because Boomers think that they are too revolutionary and almost insubordinate. That’s because many in management are not leading them; they are trying to only tell them what to do. My experience with the younger generation is that they are in search of authentic leadership.

How can we individually and collectively make a commitment to leadership?

 

 

10 Ways Lawyers Can Find Time to Market

When lawyers fail to market, time (lack thereof) is often mentioned as the primary reason. The pressure to do billable work will usually trump investing time in developing new clients. The long term danger of this approach, though, is that by not purposefully pursuing new clients who meet pre-selected criteria, the attorney and the firm fall into slack client acceptance standards. By taking a more progressive position, one is empowered to churn some bottom rung clients in favor of a stronger client list. Yet, the challenge of where to find the time persists.

Sally Schmidt is a national leader in law firm marketing and shared some principles of better time management for client development in a recent article. What you will find below are slight revisions of her list, with some added commentary.

  1. Follow your professional passion. Instead of trying to do marketing in a niche that does not interest you, identify what you most enjoy and find organizations that serve that niche. Once you find the right organizations, research different ways you can become actively involved.
  2. Cultivate synergy. Most attorneys do marketing in either isolation or cliques. Instead of going to a meeting by yourself or attending but hanging out with people from work, find someone strategic with whom you can participate. Whether it is serving on a committee, writing an article, or making a presentation together, you should consider inviting a prospect or center of influence who may also have an interest in the organization to join you.
  3. Explore overlaps. An overlap occurs when one activity performed in one setting complements a desire to be involved in something else. Schmidt gives the example of a construction attorney who volunteers with Habitat for Humanity or similar nonprofits tied into the industry served by one’s section.
  4. Integrate marketing into life! Whether you are pursuing a hobby or hanging out with friends, it is easy to deepen your connection with your targets if you intentionally invite them to join you. (Or, find out what they are into and join them–if it fits your interests as well.)
  5. Develop and follow a plan. Set goals for activities like entertaining clients, writing articles or client alerts, or meetings with new prospects.
  6. Be consistent. As the saying goes, “the race belongs not to the swift, but the persistent.” Starting well, with enthusiasm is good. Finishing what has been started through self-discipline is better.
  7. Choose what to pursue. Instead of just taking any and all opportunities that come your way, be choosy. Establish criteria as to what–or who–you are targeting, why, and in what ways. When considering whether to pursue an “opportunity,” remember that many requests are not strategic for you to honor.
  8. Chunk your time. Put marketing and client development activities on your calendar like you would an appointment with a doctor–not easily changed unless rescheduled. Set aside days of the week, and/or times of day to focus on marketing and client development. Break down projects into tasks that can be accomplished in one sitting.
  9. Lead! Don’t just be a participant in an organization. Look for the chance to serve or head a committee, be on the podium as speaker or facilitator, or take a board role. You’ll get more “bang for the buck” with your time.
  10. Establish yourself as a subject matter expert. If you get the opportunity to speak, or write, tell people about it. Work with your marketing folks to get you some recognition via website, press release, microblog, or LinkedIn updates.

You can be a better marketer as you learn how to overcome the time objection and become intentional about your activities.

Local Client-Focused Innovation Fertile For Consultants

When companies look to innovate, they have a choice of using internal or external resources. One of the chief sources of external assistance is the category of consulting firms (“consultancies”). A study by the Management Consultancies Association (Czerniawska 2006) suggested the top reason consultancies were recruited was because client staff did not possess the relevant skills (66 per cent). While original and creative work took second place (45 per cent), getting access to proprietary methods and tools prompted a response from only 17 per cent of respondents. What does this mean? That  consultancies themselves may need to become more innovative in the way they interact with clients.

Globalization and the ensuing stiff market competition suggests consultancies need to identify and respond to these factors, and then modify their responses to fit their clients’ changing needs and expectations. Improving thought leadership within the consulting industry is critical. Yet, formal innovation processes alone can hinder innovation itself and contribute to loss of market position. One-person shops as well as national firms will benefit from becoming “more innovative and adaptive in their proposals, methods and solutions, while traditional client/consultant boundaries need to be challenged, stretched and even broken. Consultancies may also need to be more open to partnership working with other agencies, such as academia or even competitors, if they are to respond effectively to the pressures of the current high-cost, low-resource business environment.” (Institute of Consulting, 2011)

Clients need to learn how to work with consultants in this new environment. We should be cautious, however, to say that consulting has ceased to be innovative; the creative processes have simply shifted. Rather than looking at the bellwethers of old, BPR or TQM programs, local, client-focused innovations are the new frontier. Such projects are driven by a more discerning client who is often wary of being sold a ‘one-size fits all’ product, and are frequently undertaken as joint initiatives between clients and consultancies. Such arrangements provide clients with more control and consultancies with reduced overheads.

 The Institute of Consulting Report recommends the following to improve innovation inside consulting firms so that the organizations they advise can, in turn, become more competitive: 

For Consultancies:

Think small: clients are more sophisticated and demanding, requiring ideas that are tailored for their local needs.

Share costs and expertise: there is little that can be done about diminishing margins or higher utilization rates, but universities, research institutes, clients and other consultancies will often jump at the chance to share resources on interesting innovative activity if the case is made well enough.

Explore new frontiers: innovation is to be found in bringing fresh ideas in and listening to them. Develop boundary-spanning roles, recruit graduates that are not from business schools, interview new recruits about what could be changed in your company, seek out different sources of research and knowledge and organize cross-silo spaces for discussion.

Enable talent: providing bright, motivated consultants with autonomy and the ear of senior management is more likely to generate useful innovations than trying to formalize the process through bureaucracy. Innovation involves risk so loosening controls is no bad thing.

Be proactive: innovative activity depends greatly upon clients and procurers leading the way in taking risks, having conversations and enabling creativity. This can be supported though communication, education and persuasion.

Develop your people: over half of all respondents reported that training, conference attendance and professional, accredited staff were important enablers of innovation. Continuous professional development, it seems, is crucial for developing innovation as a strategic capacity for consultancies.

For Client Organizations:

Work with consultants: research shows that companies which invest in innovation during a recession are more likely to come out of it faster than their competitors. Co-working with consultancies on management innovation generates a number of benefits: a closer match of solutions with your needs, more motivated and skilled employees, a potential sharing of intellectual property and association with ground-breaking ideas.

Take risks: examine and prioritize the areas of your business where new ideas could put you ahead of the competition. Put aside some of your budget to work with consultancies on new ideas, if possible using a risk-reward form of payment so that risks are shared with the supplier.

Improve procurement: sourcing consultants solely on the basis of cost is risky to both the delivery of the project and the innovation that it might bring. Good procurement practice will acknowledge this and purchasers should have both the expertise and the freedom to select the best consultant for the best price. An over-specified solution may mean you are not getting the best out of your consultants and minimal consultant interaction with the business owner during the tendering process can sometimes mean the project requirements get miscommunicated.

Enable expertise: your consultants will have witnessed the challenges you face dozens, if not hundreds of times, in similar companies. Making the most of this not only involves conversation with the consultancy when defining solutions but also ensuring as much of their skill and knowledge is passed on to your staff before they leave. Clients must enable consultant expertise as much as consultants enable that of clients.

PMP Up Your Client Development

If you are a lawyer or CPA–or know one–chances are high that you are very familiar with the age-old pattern of billable professionals doing the work that is on their desks, then wondering why not enough new work is coming into the firm. Or, the enlightened professional  realizes that, while work is still coming in, the client quality is not what would be preferred. In order to have a book of business that is challenging, rewarding, and constant requires time consistently invested in client development. Client development, while generally discussed as a firm-wide initiative, is a very individualized effort when most successful.

When I am advising my professional services clients, I automatically ask whether the partners, managers, associates, consultants, architects, engineers, etc have developed a personal marketing plan (PMP). The PMP is the foundation of client development. Principally, a well-executed PMP allows the practitioner to develop a clientele that is fulfilling to serve, makes work interesting, and motivating through increased compensation.

Your PMP Components:

  1.  Definition of success, backed up with objectives and tactics
  2.  Well-articulated target market with strategies to create market share
  3.  Thought leadership plan to build credibility and referability
  4. Client retention process

Conduct Personal Due Diligence

Tracy Crevar Warren always asks her clients to begin the PMP process by first taking stock of where they are currently. She finds that many are already engaging in a number of successful practice-growth initiatives without being aware of it. By asking the questions below, she helps CPAs think about their baseline.

  • Do you have a clear focus for your practice? 
  • What does success look like? 
  • What do you want to be known for in the industry? 
  • What gaps can you fill in the industry?

Having answered these questions to your satisfaction, you may then begin the planning process. Success is relative to the individual, but its definition should answer the question, “if we were sitting here three (or five) years from now, what would need to have happened for you to feel successful?” Being able to envision a favorable outcome fuels the creative process of putting together strategies and tactics to arrive at the desired destination. Set goals that are SMART — Specific, Measurable, Achievable, Realistic and Time-sensitive.

The PMP must, at its core, define your target market. Think about the characteristics of your best clients. How can you get more new clients similar to them?  Who else is going after your prospects? How are they doing client development, and how can they be beaten? Crevar recommends storytelling to demonstrate your competitive advantages. 

People will be more likely to select you instead of the competition if you seem more credible. Thought leadership is established through cultivating the respect of your peers, clients and prospects by sharing knowledge. Whether your sharing is done through writing, public speaking, or service, it is important that you have a way to differentiate yourself from the competition by being the one whose values and knowledge resonate the strongest with the target audience. If no one has heard of you, that won’t happen.

A focus on client service, evidenced by specifics in how you make sure you are providing value, is the best way to retain clients. Retention means you don’t have to secure as many new clients each year to replace those who churned because they did not feel valued. Educational workshops, personal visits for which you bill no time, taking an interest in the personal and community lives of clients are all ways to demonstrate your care.

Plan, But Do!

Simply writing down what you intend to do is only a first step. The follow-through is your trump card that will allow you to win market share and enjoy greater personal and professional success.