While ‘murder wall’ may sound like a strange business development concept, surely the promise that they’ll help you attract more new clients should be enough to keep you reading!
Let’s start at the beginning. Have you ever watched a crime drama on TV or Netflix?
They tend to follow the same pattern. There’s a grisly murder. Then the senior detective addresses his/her team in front of a large whiteboard.
On the whiteboard is a solitary image of the victim and through the programme the whiteboard starts to fill up with photos of suspects and other relevant names and images that connect to form a picture of the crime.
The purpose of this whiteboard – the murder wall – is to do twofold:
To find the perpetrator of the crime and ensure that there is no miscarriage of justice
To solve the crime as quick as possible to avoid any other crimes being committed
How will a murder wall help you attract more new clients?
But how is this relevant to how helping lawyers and accountants attract more new clients?
The connection is effective BD should start with the same forensic approach to gathering data. The intelligence gathered can then be used to focus energy and resources to build visibility in a focused way and attract new more clients … often under the radar of competition who waste time going to the same old events.
There are 5 steps to creating a murder wall:
1. Create a client avatar
This is a 3D picture of your ideal client, for example an owner managed business, a family business, an entrepreneur, an ethnic group, an industry sector, or a technical niche.
2. Desk research
Let Google do the work! At the start, ask these questions to get to know your target client better:
– What other advisers look after your targets or have a specialist interest in their niche?
– What publications and websites do your targets read?
– What are the trade bodies, alliances, and networks your targets belong to?
– What networking groups and conferences do your targets go to?
– What are the key issues keeping your targets awake at night?
3. Consult with key stakeholders
After your desk research the next step is to ask a friend.
Contact people that you know in your inner that understand your target clients and ask if you can pick their brain.
People you already know will always respond positively to these requests. They will be flattered that you value their opinion and intrigued about what you want.
What’s great about this approach is that your contacts will better define your avatar and provide helpful practical suggestions about how you can build visibility and connect with your targets.
4. Create a simple one page plan
You are now ready to create an action plan.
The best action plans are on one page and have SMAC (Specific, Measurable, Achievable and Compatible) goals that map to your firm’s strategic vision, values, and objectives.
5. Just Do It!
Now is the time to move from planning to doing. It is good practice to review the implementation of your plan to get closer to your client avatar(s) quarterly with key stakeholders in your practice.
If you’d like to discuss how to bring a more forensic approach to your marketing and business development and market smarter to attract more new clients, please get in touch and we can find a time to talk.