Annual Planning Guide For Professionals
What are the Elements of a Personal Marketing Plan?
We all know that people who set goals vastly outperform
those who donít. Yet, most people donít set
goals. Have you written down your goals for the
current year? If you need a quick tool for doing so and arenít
sure where to begin, use the following to give you a quick start
on planning. It should take one hour or less to complete.
Anyone who has set and achieved goals knows the rush
from doing so. If filling in all these blanks is too much, then
fill in the first three lines and do nothing else until youíve
completed them. Most business professionals would have a
banner year if they actually captured three new clients for the
A 60-minute Planning Guide for Professionals
1. I will complete this form within ____ days.
2. My three primary target clients for this year are
3. I will meet with [prospective client/existing client] by
_____ for the purpose of ______________________.
4. I will do research on [prospective client/existing client]
5. The needs of this person are __________________,
__________________, and ___________________.
6. I will ask the following questions of this person during
7. The advances I will work toward during phone calls or
meetings are ______________________________.
8. I will ask ________________, my primary contact at client
__________________, to introduce me to two new people
who work for that same client. (This is designed to
expand your contacts with an existing client.)
9. I will reduce my reliance on client ______________
from ___ percent of my revenues down to ___ percent.
10. I will conduct ___ client satisfaction interviews with
my clients this year. I will start with clients
___________________ and ____________________
in the first quarter; __________________ and
____________________ in the second quarter. I will
do these in person.
11. I will meet with ___ prospective clients this quarter.
These are people I know for whom Iím not doing any
12. I will devote ___ hours to marketing and business
development each quarter of this year. I will diligently
keep track of the time I invest in this area.
13. I will meet with ___ people in my network each quarter
of this year. I will start by meeting with
_____________________, _____________________, and
14. I will meet with ___ of my partners each quarter of
this year. I will start by meeting with ____________
by February 1, _______________ by February 15,
and ________________ by March 1, etc.
15. I will meet or speak with ___ referral sources each
quarter of this year. I will start by calling _________
by January 30. The list of questions I will ask are
16. I hope to generate ___ unprompted referrals during
each quarter of this year.
17. I will write ___ articles this year and place them in
publications that my clients read. My target publications
are ________________________ and
18. I will speak ___ times during the year at industry or
trade conferences where my prospective clients congregate.
(Related questions: Where am I currently scheduled
to speak and on what dates? How do I get on the
agenda for those conferences? Do I know the name of
the chair of the speakersí committee? If not, can one of
my clients or partners make an introduction or sponsor
me as a speaker?)
19. I will learn ___ new skills this year that will increase
my value to the market. (For instance, I will learn
about capital funding in the biotech field to better
serve the needs of my environmental clients. I will
learn how to use the Internet or Lotus Notes or Power-
Point so I can better communicate with my clients
and/or my partners in other states or countries.)
20. I will call dormant clients ____________________
and _________________________ by _______ to
ask them if they would like to receive the firm newsletter
or ask them to join a group I belong to or speak to
a group I belong to.
(If you would like a downloadable electronic version of the
Annual Planning Guide, visit my website at www.markmaraia.
This article is reprinted with permission from Mark Maraia.
About The Author
Mark Maraia is author of Rainmaking Made Simple: What Every Professional Must Know. You can subscribe to Markís free monthly electronic newsletter by going to http://www.markmaraia.com. Mark is founder and president of Maraia & Associates, Inc. a Denver-based relationship development coaching and training firm which helps law firms build skills one lawyer at a time and in groups.
The opinions expressed in this article do not necessarily reflect the opinion of ILW.COM.
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