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Business Development for Appraisal Professionals
Donna L.G. ShaftPrincipal and Marketing Counsel
Professional Business Development
Who is Donna Shaft and what does she know about professional services business development ?
Exploring the Business Development Tool Kit
Field-tested tried-and-true materials and strategies, plus social media,
websites, testimonials, publications and more.
Creating a “Tailored-to-Succeed” Personal Marketing AgendaComposing a manageable business development plan of daily, weekly,
monthly “to-do” actions that generate work, stimulate new contacts and grow
current relationships
Communicating Credentials
Developing written and verbal means of creating positive impressions that
lead to work and productive professional relationships
The Fine Art of Asking for Work
How to make your case as the best choice for the job and knowing when
to offer your services
Keeping Referral Sources and Clients Close
Staying “front of mind” for clients and contacts
Protocols
PhonesQuestions
Handout Materials
Quick Survey
Experience
Expectations
The Business Development Tool Kit
Advertising and Communications Ethics
Standards and enforcement in regulated professional services
Advertising and Communications Ethics
Do
Don’t
Basic Tools
Business CardsLetterhead
Basic Tools
Web Site
Social Media
Basic Tools
Print Materials
Basic Tools
Advertising
Public Relations
Basic Tools
Public Appearances
Expanding the Tool Kit
Events
Sponsorships
Expanding the Tool Kit
Blogs
Expanding the Tool Kit
Collateral Materials
Expanding the Tool Kit
RFP/SOQ Communications
Best Practices
The “Tailored-to-Succeed” Personal Marketing Agenda
Personal Marketing Agenda
Goals: Current Long-termYoursClients
Referrers
Personal Marketing Agenda
Define IdealsClients Referrers
Personal Marketing Agenda
Assess Current Rosters of Clients and Referral Sources
Keep? Grow? Release?
Personal Marketing Agenda
Determine Needs
Define Strategy
Develop/Access Tools
Personal Marketing Agenda
FOLLOW THROUGHFOLLOW THROUGH
FOLLOW THROUGH
Personal Marketing Agenda
Define Success
Measure Everything
Continuous Adjustment Loop
Communicating Credentials
Goal: Developing written and verbal means of creating positive impressions that lead to work and productive, profitable professionalrelationships
Communicating Credentials
What You Sayvs
What They Hear
Communicating Credentials
Personal Ability, Skills and Education
vs
Differentiation From Other Providers
Communicating Credentials
Synchronizing the Message
Communicating Credentials
FOLLOW THROUGHFOLLOW THROUGH
FOLLOW THROUGH
The Fine Art of Asking for the Work
How to make your case as the best choice for the job
The Fine Art of Asking for the Work
Direct Approach
Indirect Approach
The Fine Art of Asking for the Work
Support Materials and Props
The Fine Art of Asking for the Work
Conducive Scenarios:Social Introductions
MilestonesAt Opening/At Closing
Issue Driven
The Fine Art of Asking for the Work
FOLLOW THROUGHFOLLOW THROUGH
FOLLOW THROUGH
Keeping Referral Sources and Clients Close
Why?Other than the obvious….
Keeping Referral Sources and Clients Close
Building Foundational Relationships
Keeping Referral Sources and Clients Close
Conducive Scenarios:Social Introductions
MilestonesAt Opening/At ClosingCalendaring Contacts
Keeping Referral Sources and Clients Close
Measuring Results
Continuous Adjustment Loop
Business Development for Appraisal Professionals
Donna L.G. ShaftMarketing Counsel
www.dlgshaftconsulting.com
