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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:
Yours
Clients
Referrers
Current
Long-term
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
FOLLOW THROUGH
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
FOLLOW THROUGH
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
FOLLOW THROUGH
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
www.dlgshaftconsulting.com