I know of two marketing related positions for prof svs firms in Philly area

If you are seeking a marketing positon at a Philadelphia area based professional services firm (law or accounting), please contact me.

Two jobs available right now are:

Marketplace Marketer - serves in the role of sales/bus dev - single point of contact for the OMP and requires conducting research and providing thought leadership for Deloitte in Center City

Marketing Coordinator -  a growing subburban boutique law firm seeks someone with graphic design and event planning experience

Contact me if there is interest.

L

The Importance of Being an Expert

Many of the partners of at my professional services clients firms have effectively elevated their role from one of a general practitioner into one of a genuine  expert in a particular area of expertise and this is proving to increase their visibility and serve as a strong differentiator to your competitors.

It is why they get the call - it is why they get the work.

It works and be done for EVERYONE.

What are the most successful marketing initiatives/strategies that are being used in the accounting professional to generate viable leads?

This was the recent question posed by the CPA Leadership Institute, of which I reside as an expert panelist.  My answer is below:

There is no doubt that one-on-one relationship building is the key to successful marketing/business development among professional service providers;  that said, at TIERNEY Coaching & Consulting, we have identified four key areas that, with regular focus and commitment, are a sure guarantee for growth as far as growing a specific niche (industry / target “ideal” client or service area) and they are:

Current Clients – this is the lowest hanging fruit for most providers;  clients should be checked in with regularly to identify additional services/needs and to ask for meaningful introductions

Hot Prospects – this would include former bids and lost clients;  dream clients that you would love to have in your client list – write down a short list, perform research and reach out – at least 5-6 times over the next 12 months and see what happens

Referral Sources – these few folks touch your target audience – maybe 10-12 potential clients each month;  having regular meaningful exchanges with a short list of folks (start with whoever recommended you over the last 24 months) will certainly lead to more business

Target Organizations – selecting one or two organizations where all of the above regularly congregate is a no-brainer to increase your visibility and grow your practice;  consider a speaking engagement, attend monthly networking events and / or joining a committee within the group

Concentrating on these four areas – by communicating regularly with them about the service you provide and the value derived from them – is a sure way to grow your business effectively.  It just takes commitment and focus.

What is a Mission Statement and Why do I need one personally?

A mission statement for a firm or a company is an explanation of the core values of the organization.  Examples of what might be included are "outstanding client service" or "dedication to the continuing education of our professional staff"...

I believe it a valuable exercise to calculate a personal mission statement as this is a means of understanding what motivates you and what your priorities are.  A good mission statement I think reflects the personal as well as the professional.  For, as I have found, when they are in agreement, life is grand.  How are your personal core values reflected in your work?  Another way to think about this having a personal ‘tag line”.

My personal mission statement is:  Using Personal Influence towards Positive Change.

TIERNEY Coaching & Consulting’s mission is to provide inspiration that motivates change. (This also serves as the company’s tag line).

Are your Core Values Reflected in Your Behavior & Actions?

As I have been putting together presentations, articles and talking points for roundtable discussions, I am reminded about how important it is to have a genuine connection between what you stand for intrinsically as far as your mission statement and how that is reflected to the outside world.  When there is a disconnect between the two, the disharmony is often spread wide and deep – almost palpable. 

Crafting a personal mission statement is a great exercise for everyone to try – I recommend it for many of my clients.  Usually a personal mission statement that is written from a personal perspective should also be carried over and apply to your professional personal mission statement  as well.

Corporate America, take note!  Your company or firm should also have a mission statement – or a short list of core values and IT TOO should be reflected by the policies, compensation structure, and in peer recognition throughout the organization.

Ask one of your professional staff – at any level in the organization – to state even part of the company’s mission statement or list one of the firm’s core values – and see what they say.

What is a mission statement you ask?  Stay tuned…we’ll cover that in the next post.

The Power of Personal Branding

If you focus in a specific area, such as SALT or high net worth individuals, how do you find your ideal client? When it comes to following through on your marketing plan-where is your time best spent?

If you think of yourself as a brand being marketed to your ideal target client, following through on your marketing plan will be a fun and painless process.

First, ask yourself "Where does my ideal client go for the kind of information that I can provide?" If they are reading blogs, then blog, if they are attending monthly networking events - physically go to those meetings each month.

Second, while we at TIERNEY Coaching & Consulting will always encourage you to step outside your comfort zone, it's important to do what you enjoy and what comes naturally to you. It was Dame Edith Sitwell that said, "If one is a Greyhound, why try to look like a Pekingese?" If you hate speaking, most likely you will not be an effective presenter; if you like to write, then go for it. People are good at what they enjoy so have a good time marketing!

There is an incredible amount of freedom in being your own brand, with the ability to change and evolve as your interests and the interests and needs of your clients change. Just imagine if Apple had not evolved!

The Importance of a Great Value Proposition

One of my clients recently introduced himself at a networking event.  It was one of those events where everyone was going around introducing themselves, staring down at their shoes  -  most before him stated their name, the firm/company and how many offices they had – nothing very earth-shattering.  When it was my clients turn, he smiled and made eye contact, moving his gaze to those around him – explaining what he did, for whom he did it, and the value he delivered.

The next guy said something like, “Well, that’s a hard act to follow!” My client explained that he had been working with a business development coach and he had worked to figure out his value proposition and had been instructed to rehearse it until it flowed naturally from his lips – with a smile.  (Truth is, I used to call him out of the blue and demand “What’s your value proposition?”  He initially laughed – then he stammered…trying to remember it.  Finally, he had enough so he crafted it perfectly to suit him – wrote it down on a post-it, and kept it all over his office.

Now he introduces himself with more confidence than ever before.

Do you know your value proposition?

It's Not Me - It's Totally You!

Breaking Up Is So Easy To Do Online

A friend (let's call her Meg) shared with me her story of how she experienced a LinkedIn breakup a few years ago...

Lamenting her recent demotion, she attended a networking event for an industry that she was thinking about moving to. Armed with an elevator speech and a smile, she literally met someone in the elevator going to the same event. They were fast friends, and inseparable the entire evening. Throughout the evening the woman repeatedly told Meg to "be sure to" connect with her on LinkedIn, she was 'very well connected' and would be happy to introduce her to anyone she knew that might be able to assist Meg.

At the end of the night the lovely young lady handed Meg her business card, Meg connected with her on LinkedIn the very next morning and she accepted immediately. However later that day, when Meg searched for her new connection, she couldn't find her listed in her contacts. When she did a manual search for the young lady, she was suddenly out of her network!

Since the DE-LINKING, as we affectionately refer to the event, Meg found the courage to switch industries, and still has yet to see or hear from the friendly lady she met that evening. But this isn't a story about Meg, it's a story about the anonymous lady who removed Meg from her network almost as quickly as she added her. There are plenty of reasons to no longer associate with LinkedIn connections, group members and employees-here goes:

I'm sorry...have we met? I...I think this was a mistake...

Perhaps like Meg's one-night stand, you connected with someone that you didn't really want to. Or like Meg herself, you are no longer interested in your former supervisor's new connections, especially if one of them is the new YOU. Surreptitiously removing LinkedIn connections is almost too easy and can be done en masse. 

1.      At the top of your homepage, click Contacts.

2.      On the upper right side of the page, click Remove Connections

3.      Select the connections you want to remove

4.      Click Remove Connections

Et voila! Your connections will never know you removed them as a connection - unless you surprisingly appear in their "People You May Know" column. But by then you'll be out of dodge! And if you perhaps made a mistake and are interested in getting back together-you are in control, as the person that breaks the connection is the only one that can reinitiate a connection.

Hey-do you need a job? Know someone that needs a job? How 'bout a medical procedure overseas? I’m not going to stop asking...ever!

Spambots have infiltrated LinkedIn-with fake names, companies, connections and profiles. They post random links every day - offering jobs "just for members of your group" or if you have a really bad spambot, they post hourly. Why? Who knows-some people just have too much time on their hands. But, as the owner or manager of a group, you have the power to fight the evil spambots! LinkedIn makes it easy:

1.      On your homepage, click Groups.

2.      Click on the group name

3.      Click the Manage tab

4.      Click Participants on the left pane, and then click the Members tab

5.      Select the member you want to remove

6.      Click Remove, Block or Block & Delete

Here is a table to help you determine the best option for your group:

	Remove	Block	Block & Delete
Member Removed from Group	Yes	Yes	Yes
Member's Past Contributions Deleted	No	No	Yes
Member can request to join group again	Yes	No	No

 

Also, keep in mind if you click Unblock & Remove from the Blocked tab, the member will be removed from the group, their past contributions will be deleted, but they can request to join the group again.

You are the weakest link...goodbye...

Uninviting former employees from your company page requires LinkedIn to get involved. For better or worse, you can not unceremoniously delete someone from your company page. According to LinkedIn: "you can ask us to remove someone from your Company Page if they don't work at your company or have never worked at your company." You must provide their full name, the link to their profile and explain why they should be removed.

And by the way...in case you're wondering, Meg continues to live happily ever after. 

Should YOU be prepared for a Crisis at your firm?

Yes you should!

This important topic recently came up in conversation – and, of course, I've been there, done that.  I always say:  Keep it Simple Stupid – in other words, “kiss” it:

Step 1: The Crisis Team.

A good approach is to have someone from each part of the firm – to include management, operations, marketing, HR, Tax, Audit, Consulting etc. Get a contact sheet for the team.

Step 2: The Voice of the Firm should be unified - Identify your Spokesperson(s)

You know who they are – your speakers.  Also remember you need someone for off and online.

Step 3: Processes and protocols.

This is a customized process based on who does what and how people communicate.  Role playing and “what if” scenarios can be helpful – things to consider are a fire or explosion on the premises;  someone being arrested or suspected of fraud or…. etc.

Step 4: Brainstorm Possible Scenarios & Responses

Crisis communication today is very different and needs to incorporate monitoring of online information. And be prepared to diffuse or correct mis-information.

It’s good to be prepared and after a meeting of 1-2 hours, this can all be achieved and everyone should feel a little better.

"I Don’t Have a Problem With That"

Why do so many professional service providers use these "double negatives" (not the right term - I know) to say soemthing that might be, in fact, positive.  Can't we flip it?  We sure can!  And if we do, we will see that our audience will respond very differently to us - indeed!

Instead of not having a problem with something - why not say something more positive - like "I will look into that."  (That's something I would consider certainly.)  (Thanks - that's a good idea!) - watch out, that last one was almost optimistic!

I wouldn’t NOT go that event because…

I wouldn’t totally discount that possibility…

I hear it all day long.

Challenge for the Day - take a "careful" or possibly deemed negative statement - and turn it into something more decisive - and positive!

I dare ya!  (I won't negate the possibility that you can't do it!)

E.Q vs. I.Q. - Do You Know the Difference?

Your "E.Q." or your Emotional Quotient is the way we measure your emotional intelligence, or your ability to use both your emotions as well as your cognitive skills (cognitive skills are measured in an "I.Q." test.  Most people will agree that you use your emotional intelligence gets you through life - while you use your I.Q. to get through school.  How adept are you in this area?

You can take a free quiz here:
Free I.Q. Quiz

Let us know how you fare!

1. What are the common obstacles firms are facing to successfully implement internal succession for their partners? And how can firms overcome these obstacles?

I fear the most common obstacle in successfully implementing a smooth transition for senior partners in succession is a seemingly one-size-fits all-approach to this situation.

As the baby boomers slowly migrate out of their roles as full-time partners in CPA firms across the country, it has become all too apparent that these individuals are having a hard time coming to terms with the new role they will play – either at the firms – and/or in their personal lives.  Human beings are complicated and each deserve special consideration as to how this transition can be as “easy” as possible….relationships with clients and referral sources should be tapped and leveraged appropriately.  Clients should not just receive a blanket letter;  retiring partners should not be told how it will play out.  A dialogue should ensure that identifies the major issues and concerns of all involved in the client and staff relationship so that alternative innovative alternate solutions can be discussed.

Nothing ever stays the same – in business or in life – so it is important to evolve accordingly to the climate and situation of these individuals.  Those who approach this transition with an open mind – as well as an open heart – and empower all those involved might be pleasantly surprised  by what happens.  

Asking for Referrals - a Hint to marketing professionals and consultants

It always amazes me how resistant accountants and lawyers are to asking their most loyal clients for referrals!  I ask them to reverse the scenario - what if the client asked YOU to make an appropriate introduction on their behalf....how would you feel about such a request?  No biggie after all, right?  Of course, asking them to make this shift requires a dialogue - a bit of a role play - but it's worth it to initiate this vital change in the perception of the professional service providers we serve!

Recently, I was able to convince a seasoned partner to do just that - for the first time she started asking for new business -and WOW!  She was able to track more new business in that three month than all of last year - no kidding!  Asking referrals is the EASY BUTTON - so press it!

Lisa

Lisa Tierney will be Live for Ask The Expert on July 18, 2012!

Whether you are a new shareholder at your firm - or a seasoned professional - you might still find marketing challenging. What if you could learn how to get more by doing less? What if you could learn how to enjoy marketing like never before - even look forward to participating in marketing activities?

Date: Wednesday, July 18, 2012

Host: Lisa Tierney, CLSC, Founder, TIERNEY Coaching & Consulting

Time: 1:00 - 3:00pm Eastern

In this iShade Ask The Expert, Lisa Tierney will answer your questions on creating the perfect marketing plan for you.  Learn more about using the TIERNEY Approach to the Perfect Marketing Plan™ to:

• Market yourself to your target audience in a way that suits your comfort zone and allows you to shine
• Figure out how to stand out from the competition
• Pull in clients and customers using the TIERNEY Approach to the Perfect Marketing Plan™

Log in to iShade Wednesday, July 18, 2012, between 1:00pm and 3:00pm Eastern, go to the Practitioner to Practitioner Group and look for Discussion Topic, "Ask The Expert: Lisa Tierney - Creating the Perfect Marketing Plan for You." Lisa will be online, answering your questions and sharing her experience and expertise.

The Trick to Writing a Captivating Professional Profile

I think the "trick" to write a captivating bio starts with knowing your ideal client.  Not just a category of client - such as an industry or a specific service they might require, but the intimate attributes of just the client you are trying to attract:  in other words, a manufacturing client becomes a middle-aged male who processes food products;  a healthcare client is actually one physician in a 10< less group medical practice specializing in high dollar medicine; a high net worth individual is actually a 55+ equestrian enthusiast.

When you really understand the in-depth characteristics of those you wish to serve, you can write a professional profile that speaks to them - their issues, their concerns, their passions.  I also have perfected a formula for doing this on an individual basis if anyone's interested!

Lisa Tierney

Out of Body Experience ? Become Your Target Audience

One of the most important things to consider in marketing is how our target audience can benefit from our knowledge or expertise.

An example is when my colleague (TIERNEY Coach, Cheryl) relayed to a client of ours that the "person" who was inundating our LinkedIn group with posts was, in fact, a "Google bot" that didn't really exist - and then explained to us how we could "block and delete" the posts from our group.  We said, "Wow!" and her reply was something like, "Oh, you didn't know that?"  As she shared this story with more and more people (like I am with you) we are able to demonstrate our knowledge and expertise.  She figures this is a no-brainer;  while others are impressed.  Reminds me of the simple adage:  "It's easy when you know."

So what DO YOU KNOW (or take for granted, maybe) that your target audience could benefit from? 

How could YOU explain something to them in more detail - or better - than others are (i.e. not sending  a link to the article or tax law as it's been published - but rather a lay man's language as it pertains to them).

1. What are the three most important issues that CPA firms are dealing with today?

I would answer this as follows (and, in this order):

• Exit strategies for a soon to be retiring baby boomer generation
• Empowerment of their successors to ensure the future of the firms
• Embracing – appropriately, the concepts around immerging technologies

Lisa

Coaching the Partners in your firm to Lead More Effectively

Since marketing directors are often put in the position of coaching their partners to become more effective leaders, I thought I would share some techniques that professional coaches use to do just that. 

As the famous Scottish author and politician, John Buchan, once said, “The task of leadership is not to put greatness into people, but to elicit it, for the greatness is there already.”

Effective leadership requires buy-in from those begin lead;  an agreement must be reached among all involved on the importance of the matter so that they are incited to do something.  The leader must then empower those within the group to take some form of action in order to strive toward that very important, agreed-upon matter as a priority, with enough encouragement to keep it going until the matter is settled.

Early in my career, I worked with a very successful CEO who was an effective leader (they usually go hand-in-hand) and couldn’t help but notice how he managed to get someone else in the room to suggest exactly what he wanted them to.  This man had a well-formed outcome for every encounter and I was impressed at how he was able to generate enthusiasm from others as he got them excited about his initiatives.  How did he do it?

He never told anybody what to do.  He would explain the situation he was addressing in a clear concise way form a general perspective (important) in an unemotional manner

Then, he would paint a picture of what a more ideal situation would mean - in terms of the benefit or value to the firm or the employees, and with this description, he would get emotional.  That’s when people would light up and lean in to hear more…

He would then ask a question of his group – a thought-provocative, open-ended question about how the formerly described best case scenario might be achieved.

He would wait….not 3 or 4 seconds, but 7 or 8 – until it got painfully silent.

Someone always started talking (there’s usually someone who feels compelled to end the awkward silence!) and he would listen, respectfully and attentively, to the discussion that would ensue.

Carefully inserting comments and sometimes sliding in one or more leading questions, eventually someone would offer a practical solution for moving toward the goal, the best case scenario.

For some of you, the concept of asking questions in order to effectively lead others may be something new to you.  I suggest that, as a strategic advisor to your firm, you try this technique and see where it leads you.    I also suggest that you discuss this technique with your partners so they can use it with the professionals at your firm and in meetings with prospective clients.  I bet you’ll be pleasantly surprised at the results!