It’s easier to start with the basics in the beginning than it is to remember what those basics were and get back to them years later. Part of the reason that tracking is so important all along the way, when it comes to recording or documenting a process or saving the results with a particular ad or letter used, is so you can go back and repeat the results.
The normal course of implementing a new marketing letter or process usually has us start with the basics and then eventually we all end up tweaking those basics until they no longer resemble the original process or letter. While it is great to edit a letter and make it fit a situation better–it’s even more important to know the results each letter got in each form it took. So when the results slip, you know right away and you can go back to the basics and at least get the results you had in the beginning.
If certain marketing activities are drying up–then get back to the basics and pull out all the stops. Look at every source available to the firm and spell out the action steps next to each activity. Efforts you take today to start generating consultations can be quick! For example, asking clients to come back in for review meetings can impact your calendar in 5 days or less. Other efforts may be to meet with professionals and arrange a private speaking engagement, those consultations may show up in 90 days.
The same is true for processes in the office as it is in marketing efforts. If you have a document production process, a system, that is documented and spells out the 29 steps it takes from the time a client is retained until the signing is complete–then every staff person could step in and not leave anything out. When changes slip in and the system is no longer followed to the letter–at least have the documentation to pull out and lead the team back to the basics.
It’s all related to the steps you take right now. All too often, when the going gets tough–some get paralyzed instead of busy. Which way do you go?
Director, Member Services
American Academy of Estate Planning Attorneys, Inc.