You need to do the same for yourself.
We are in the begining stages of planning for all of our agency client programs. Something we started three years ago. Prior to this, we wouldn't think as strategically and wouldn't operate with enough long-term focus to build the best possible program for our clients.
Now we can see past our noses and plan appropriately. Now we can set up a roadmap that the agency principal and we can agree on - and follow it throughout the year. Now we can more objectively take a look at our programs and determine what's working well and what needs to be improved.
You need to do the same for yourself.
Ask yourself what do you want to achieve in 2010. Not just numbers, but what do you want to accomplish?
-Elevate my perceived expertise
-Broaden my appeal into new sectors
-Increase the numbers of high visibility clients in the portfolio
-Better diversify the portfolio
-Strengthen our perceived client service offering
-Increase our perception of being a value-added player
These are just a small sampling of the kinds of things we consider for our client programs.
If you have a new business manager on staff, tell them to do the same. If it's you doing the prospecting, ask yourself these questions.
The bottom line is lay out some objectives beyond the numbers and create a plan to achieve them. If it's "elevating my perceived expertise", consider things like speaking engagements, or writing and emailing to prospects some thought pieces, hosting a webinar on a relevant topic. If it's diversifying your portfolio, look at your client list and decide where you can best leverage expertise - and objectively decide what is realistic from a prospecting standpoint (e.g. size of prospect, geography, etc.).
While it might be tough in these difficult times to think long-term, it's necessary - now, more than ever to put some beyond the nose and beyond the here and now perspective to your business. Call us if you need some free advice.
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