Why Work with a Personal Marketing Coach?
Client survey results conducted with scores of services firms continue to reinforce the importance of individual marketing efforts and results. Referrals are made to individuals – not to firms. While it is important to have firm-wide, practice group and industry marketing strategies, the reality is that clients still hire individuals, not the firms for which they work.

Generally, professional service providers enter practice with little or no formal training in marketing. Yet, in order to be competitive in the marketplace and to maximize one's revenue generation potential, it is imperative to learn the art of relationship building, turning contacts into clients and generating business not only for themselves, but for others in the firm.

Born to Market
Many professionals think marketing skills are innate; people are either born marketers or they're not. We know from our experience in coaching professionals over the past eighteen years this simply is not true. Marketing skills can be taught, practiced, refined and perfected. However, an approach must be used that is tailored and customized to meet the unique needs of the individual professional.

Marketing Coaching for Professionals
Many large professional services firms have a marketing department. Small firms as well recognize the importance of marketing, delegating marketing functions to one or more individuals who may or may not possess marketing expertise. However, the marketing department is generally consumed with firm-wide and practice or industry group marketing initiatives (seminars, newsletters, advertising, PR, marketing materials, trade shows, website, database, special events, tickets, etc.) leaving little time to provide the level of strategic support required by individual professionals. This is where we step in.

Who is a Good Candidate for a Personal Marketing Coach?
We help professionals who:

• Know they need to "do more marketing" but don't know how
• Have been out of school for at least three to five years and have great marketing instincts
• Are climbing the ladder in their profession and need a little extra "push" to achieve their full marketing potential
• Recently joined the firm and need to integrate their practice into the firm
• Need to retool their practice because of economic, market or competitive shifts
• Genuinely have a desire to generate revenue and attract new business to the firm

The Benefits of Working with a Personal Marketing Coach
We help professionals meet their revenue generation goals through the development of marketing skills and implementation of marketing strategies that are sustainable and efficient. PSM provides support and education during the initial stages of the coaching relationship, personalized advice and encouragement during each phase of the process, and access to an array of marketing tools and resources that are customized to meet individual needs.

Our Approach to Working with Individual Professionals
Professional Services Marketing, Inc. offers a proven process designed to help professionals succeed in marketing. Our process is personalized, focused and targeted. We get to the heart of our clients' unique skill sets and work diligently to develop and implement creative, results-oriented marketing plans. Each plan is designed to attract new clients, increase the flow of referrals, secure more work from existing clients and build individual name recognition in the marketplace. The best thing about our process is that we know it works. Our personal marketing coaching process takes place over a 12-month period and involves:

Preplanning Phase – Aligning Firm Goals
The preplanning phase involves a one-time, in-depth discussion with firm management and includes:

• Assessment of firm goals and direction
• Evaluation of firm culture
• Identification of firm-wide marketing opportunities individuals need to support
• Identification of current firm-wide marketing activities for incorporation into individual plans

Phase I – Individual Marketing Assessment
This phase involves several individualized sessions beginning with an information-gathering meeting using both formal and informal assessment tools designed to determine the scope and direction of the individual's marketing plan. The individual marketing assessment phase includes:

External Assessment Tools
PSM has worked with a number of assessment tools designed to help the marketing coach gather valuable information about the individual in the following areas:
Note:One or more assessments may be used with each individual.

• Sales Aptitude/Personality – Assessment of where one fits in terms of various elements related to sales as well as specific advice on how to improve and maximize selling skills.
• Personality Preferences (AMPM Inventory) – Results describe the individual in terms of five factors that account for individual differences in personality that may affect one's marketing efforts – Openness to new experiences; Conscientiousness; Extraversion/Introversion; Agreeableness and Negative Emotionality.
• Interpersonal Communication Skills – Assessment of how well one communicates in different types of situations and what habits s/he may have that are barriers to effective communication as well as specific suggestions for changes that can be made to improve communication effectiveness.
• Time Management Aptitude – Assessment of whether one has developed and employs effective time management strategies and habits and how the approach may be helping or hindering marketing initiatives.
• Introversion/Extraversion – Assessment of whether one is oriented to the inner or outer world and the implications of these tendencies for maximization of marketing efforts.

Internal Assessment Tools
PSM has developed a Strategic Marketing Questionnaire designed to gather information on:

Broad-Based Practice Analysis

• Areas of Professional Practice and Expertise
• Representative Experience
• Formal Education
• Professional Accomplishments
• Financial Performance History and Financial Goals
• Client Demographics
• Industry Analysis
• Competition

Attitudes toward Marketing and Current Practices

• Perceived Target Audiences and Key Messages
• Industry Association Involvement
• Writing and Speaking Experience
• Current Client Service Practices
• Current Practices in Referral Source Identification and Development
• Current Level of Marketing Know How
• Current Perception of the Importance and Effectiveness of Marketing

Phase II – Development of a Personal Marketing Plan
Once the strategic assessment phase is completed, a tailored marketing plan is created. The plan will include:

Statement of Objectives
A summary of where the individual would like to be in terms of revenue, client base, service offerings, etc. Marketing objectives should be broad, sweeping statements of the individual's overall revenue growth and client service objectives.

Target Audience Identification
Who are the primary target audiences we want to "hear" your marketing messages and hire you?

Key Message Development
For each target audience we identify the audience-specific key messages each group needs to know about you.

Marketing Tactics
How do you intend to reach your target audiences with specific marketing messages? Among the categories of the tactical portion of the marketing plan, we may want to consider areas like:

• Advertising (on a very limited and highly targeted basis)
• Contact Management
• Competitive Market Research
• Direct Communication Strategies
• Cross-Marketing (selling additional services to existing clients)
• Internet Web Site Development and Marketing
• Marketing Information Systems (client database management)
• Marketing and Sales Materials and Brochure Development
• Industry-Specific Marketing Opportunities
• Proposals and Presentations for New Business
• Creative Pricing Strategies
• Public and Media Relations
• Referral Source Marketing
• Trade and Professional Association Marketing Strategies
• Client Seminars
• Client Satisfaction and Retention Strategies

Phase III – Ongoing Implementation, Evaluation, Measurement and Adjustment
This phase involves meeting regularly and putting the plan into action as well as engaging in analysis of the results. It includes working on a real-time basis with each client – providing support and advice regarding current and proposed marketing activities. Phase III is at the heart of the coaching relationship – developing one's skills and habits and guiding the individual through his or her transformation into a top-notch marketer. Phase III provides:

Focus
Monthly contact with PSM reminds the individual to pay attention to marketing activities and to keep both short- and long-term goals "top of mind."

Accountability
Regular meetings require the individual to reflect and report on marketing efforts.

Encouragement
Each person's personal PSM coach is his or her mentor and advocate, providing acknowledgement for each positive step one takes toward realization of professional goals as well as the inspiration and support one needs to follow through with marketing strategy despite anxiety or setbacks.

Responsiveness to Results
Each individual's PSM coach will work with him or her to evaluate whether specific strategies and tactics have produced the results s/he wants and to devise and implement adjustments/enhancements to his or her strategic plan or tactical techniques if necessary.

About Your Personal Marketing Coach
Terrie S. Wheeler

President, MBC
Professional Services Marketing, Inc.

Terrie Wheeler has been working with individual professionals and helping market professional services firms for nearly 20 years – the last nine of which have been with the firm she founded, Professional Services Marketing, Inc.

Terrie founded Professional Services Marketing, Inc. (PSM) in 1996 and works exclusively with professional services firms and the individuals within those firms. Terrie walks her clients through the strategic business and marketing planning process. This process includes developing and implementing creative strategies to increase revenue by expanding relationships with existing clients, attracting new clients, and increasing name recognition and awareness in the marketplace.

Since founding the company, Terrie has helped scores of services firms develop and implement strategic business and marketing plans. Terrie's experience includes business and marketing planning at all levels of an organization, including firm-wide, regional office, practice group, industry group, and individual marketing initiatives. Terrie has done extensive work developing and implementing marketing strategies for professionals to ensure they build lucrative and rewarding books of business.

Prior to founding Professional Services Marketing in 1986, Terrie directed the marketing and client services function for three major Twin Cities law firms including Maslon Edelman Borman & Brand, Larkin Hoffman Daly & Lindgren, Ltd., and Popham Haik Schnobrich & Kaufman. In addition, Terrie served as director of marketing for a national litigation support services firm, and as director of client services for a public relations consulting firm. She is a frequent speaker on topics related to professional services marketing and has spoken to business groups, educational institutions and professional services firms in Minnesota and throughout the country. Terrie has also served as a guest speaker for undergraduate and graduate students at the University of St. Thomas, the University of Minnesota's Carlson School of Management, Bethel College, Concordia University and North Hennepin Community College.

Terrie is a past chair of the Minnesota State Bar Association's Marketing and Client Service Section and has also served as an investigator and on the screening committee of the Hennepin County Bar Association's Fourth District Ethics Committee. In addition, Terrie served on the Board of Directors for Family Pathways in Wyoming, Minnesota, and on the advisory board for Heartland Business Intelligence. Terrie's current pro bono work includes serving on the development committee for Milestone Growth Fund, Inc., a non-profit venture capital firm funding ethnic minority businesses, and on the advisory board for Camp Courage, a camping program for physically and mentally challenged children and adults.

Terrie holds a Master of Arts degree, magna cum laude, from the Graduate School of Business (MBC), University of St. Thomas, and an undergraduate degree, magna cum laude, in Organizational Management and Communications, from Concordia University in St. Paul.

Take it from Our Clients
Scores of individual clients have worked with Professional Services Marketing, Inc. to achieve personal marketing success. A few of our individual clients have provided the following feedback to us:

"When I started working with you a couple of years ago I had no billings. This year I have generated over $500,000 in revenue. I have you to thank and couldn't have achieved this without you."
        Partner, 75-attorney law firm in Minneapolis, MN

"The foundational marketing building blocks you helped me put in place have paid off! I will exceed $1 million in revenue this year and I have you to thank for it!"
        President, Accounting firm in Wayzata, MN

"Your gift lies in your extraordinary, innate ability to translate my goals into a path to achieve results. My business is not just surviving, it is thriving! I could not be more satisfied with the amazing work you helped me achieve in marketing!"
        President, Architectural firm in New Richmond, WI

"Terrie brought much-needed focus and discipline to my marketing process. I can now quantify the results from our efforts. My multi-faceted marketing plan is still in use today!"
        President, Business intelligence firm in Minneapolis, MN

"Terrie is an excellent listener and applies a very high level of business and marketing strategy to my needs and opportunities. She is extremely accessible and responsive – and her pragmatic advice is always there. Terrie has a unique ability to ask the right questions, summarize my marketing opportunities and develop an action plan to generate results!"
        President, Human resources consulting firm in Eagan, MN

"Terrie is compassionate and committed to making a difference for her clients. She has exceeded my expectations and often anticipates my needs providing ideas and solutions on the spot. When looking for a personal marketing coach, look no further than PSM."
        President, Technology consulting firm in St. Paul, MN

"There is no doubt that Terrie has helped me take my business and create something far beyond my expectations. Her ideas, knowledge and creativity have added immense value to my practice. I appreciate her positive personality and her upbeat attitude."
        Owner, Vacation services firm in North Oaks, MN

"Terrie's work with our individual partners has had a profound and positive affect on their ability to generate revenue for our firm. We see the value and will continue to work with Terrie in the future."
        Managing Partner, 35-member accounting firm, St. Cloud, MN

Individual Coaching References

Toni Halleen, Partner
The General Counsel, Ltd. (law firm)
Phone: 612-342-0012
Email: Halleen@gcl.com

Joseph Roach, Partner
Mackall Crounse & Moore, when we worked together
Now at: Rider Bennett, LLP (law firm)
Phone: 612-340-7952
Email: JDRoach@riderlaw.com

Mervin Winston, President
Mervin Winston, Ltd. (accounting firm)
Phone: 952-835-0998
Email: Mervin@mwinstonltd.com

Kim Albrightson, President
Albrightson & Associates (architectural firm)
Phone: 715-246-4070
Email: Kim@shukka.com

Mark Geier, Partner
Mackall Crounse & Moore (law firm)
Phone: 612-305-1494
Email: MG@mcmlaw.com

Clark Opdahl, Partner
Henson & Efron, P.A. (law firm)
Phone: 612-252-2867
Email: copdahl@hensonefron.com

Jane Smith, Esq., President
LiSimba Consulting (legal industry)
Phone: 612-472-6750
Email: jsmith@lisimba.com

Bill Frudden, CPA, MBT
Smith Schafer & Associates (accounting firm)
Phone: 651-770-8414
Email: wfrudden@smithschafer.com

Janet Coleman, Partner
The General Counsel, Ltd. (law firm)
Phone: 612-342-0029
Email: coleman@gcl.com