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A strong personal brand represents your values and expertise. They are unique, relevant and consistent. Go through this exercise step by step to uncover what makes you unique, what values are important to you and your clients and how to demonstrate them in your practice.
In this exercise, track your wins and losses in new business opportunities and discover trends in your successes and failures. See the current strength of your brand with a detailed examination of how you manage client acquisition, and what areas you need to refine.
This exercise focuses on client needs and whether you are meeting them. It includes recommendations on questions to ask in your annual client review conversations, and a template to summarize feedback afterwards. Find the areas where you are effective and where you need improvement.
Stay on top of client priorities and needs, get valuable feedback on yourself, your team, and your company—and generate referrals—with Client Advisory Boards. Read and use the exercise worksheets to plan and implement boards, hold meetings, record feedback and follow up.
Create a personal brand message step by step. Start with a review of previous exercises and feedback, then move through writing and putting into action three to five core principles that will drive decision making and summarize your brand differentiators.
To help maximize your brand and reach your potential, use this exercise template to identify areas for improvement, action items and completion dates.
Measure your results and refine your approach by using the scorecard provided here for tracking your improvement in six-month increments.
The Client Intelligence File will help you focus on many often-overlooked aspects about your clients, like their professional world, personal world and community. This information will help you service your clients better and also help you uncover referral opportunities. Target 10 to 12 clients at first, choosing the ones with the most potential for providing referrals.
Identify all of the individuals you know who could become referral providers and lead you to your ideal prospects. Be sure to include existing clients, centers of influence, personal friends, professional colleagues and family members.
A key component of marketing your practice is giving referral providers and ideal prospects a Practice Overview. It should convey your business’s key attributes, the benefits of doing business with you and the value you add to your clients’ lives. It doesn’t matter what form you use, but it should always have a professional look and voice.