Business Development for Appraisal Professionals Donna L.G. Shaft Principal 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 Agenda Composing 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 Phones Questions 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 Cards Letterhead

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: CurrentLong-term Yours Clients Referrers

Personal Marketing Agenda Define Ideals Clients 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 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 professional relationships

Communicating Credentials What You Say vs What They Hear

Communicating Credentials Personal Ability, Skills and Education vs Differentiation From Other Providers

Communicating Credentials Synchronizing the Message

Communicating Credentials 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 Milestones At Opening/At Closing Issue Driven

The Fine Art of Asking for the Work 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 Milestones At Opening/At Closing Calendaring Contacts

Keeping Referral Sources and Clients Close Measuring Results Continuous Adjustment Loop

Business Development for Appraisal Professionals Donna L.G. Shaft Marketing Counsel