Good fortune is what happens when opportunity meets with planning (Thomas Edison)

Presentation to AIEA Members & Guests Topic: Growing your business Presenter: Paul Kennedy (Principal, PGV Consulting) Date: 21 August 2014

Introduction My background (originally from New Zealand, accountant by qualification, have lived in Australia since 1995) PGV Consulting (what I do - business planning, business development, my database, understanding my clients’ business & who their ‘ideal clients’ are) My focus is on identifying, knowing & introducing my clients to their ‘ideal clients’

Introduction There’s nothing new in what I’m going to say (you already know everything I’m going to cover) Equally, there’s nothing particularly clever, smart or flashy about what I do (it’s just common sense!) It’s the living of it that makes the difference!

Your business plan What do you do, why are you doing it, who are your clients, what do they want, what are their issues, why should they deal with you? Where are you going, how are you going to get there? What, why, when, who, where & how? Business goals v personal goals

Growing your business Identifying, winning & retaining your ideal clients Vision: Having your ideal clients seek you out You can apply this to any job or business (whether you are a 1 person firm, an SME or a large corporate)

Building a profile of your ideal clients Who are your ideal clients? What industries are they in? What are their demographics / culture? What characteristics / traits do they have? Why are they your ideal clients? What makes them your ideal clients? What are their needs? There are many ideal client types Think laterally! Prioritise

Business development is easy - all you have to do is … Be proactive, get involved! Identify & get to know your ideal clients Invest your time with them Surround yourself with your ideal clients (your business activity plan) Know what they want (& why they want it) Be the best there is at delivering what they want

Business development is easy - all you have to do is … (cont.) Create related income streams Give something for nothing (in the first instance) Tell people what you do, how you operate Tell people who your ideal clients are Tell people what makes you different You can’t be everywhere Appoint everyone you know as your BDM Keep it simple! Love & enjoy what you do!

Winning your ideal clients Attend relevant events, functions & occasions (where your ideal clients are) Meet, greet, follow up Be interested in people & what they do Create mutually beneficial opportunities Why should they deal with you? What’s in it for them? Why are you the best solution for their situation?

Winning your ideal clients (cont.) Always do the right thing by your clients Form alliances with other relevant professionals (e.g. accountants, solicitors, doctors, engineers, architects, insurance brokers, financial planners, real estate agents, marketers, IT professionals, etc.) Networking (functions, seminars, presentations) Networking groups (e.g. business, professional, community, social; ones to be involved with, ones to avoid) Ask for referrals The direct approach

So, what do you do? (your 3 step elevator pitch) You know how … (where you identify your target markets / ideal clients, what they are trying to achieve, the primary issues / problems they face) Well, what we do is … (briefly outline what you do to help your target markets / ideal clients achieve their goals, address their issues / problems) In fact … (tell a short story giving an example of what you did for a particular client and the outcomes / benefits you achieved for that client)

So, what do you do? (your 3 step elevator pitch - cont.) You have about 60 seconds to deliver your 3 step elevator pitch Reference: Antony Gaddie (The Gaddie Pitch / CEO, Green Ant Marketing) See:

Other stuff Business cards, website, LinkedIn, newsletters, seminars, articles, s, phone calls, coffee catch- ups, 1:1 meetings, hosting functions, social media Know your non-ideal clients (because they too will seek you out!) Why are they non-ideal? Not everyone you meet is going to be ideal Be prepared to say no! Be prepared to let go!

A final thought There is no single ‘silver bullet’ that will deliver the success you are seeking You need to do all of these activities and more (on a regular, consistent and on-going basis!)

Growing your business It won’t happen overnight, but it will happen! Rachel Hunter (Super model, ex wife of Rod Stewart & world famous Kiwi management guru)

Later today … When you’re back in the office Make a commitment … to yourself What are you going to do differently? (what, why, when, who, where & how?)

Questions / thank you

Contact Paul Kennedy Principal, PGV Consulting Mob: Web: LinkedIn: kennedy/11/35/5a1 kennedy/11/35/5a1