Representing the Firm

MCA Associate Member, The Openside Group, are hosting two training sessions for SMEs on Business Development and Storytelling titled ‘Representing the Firm’. The training sessions will be delivered via two events at the MCA Offices in the City. We recommend that you attend both sessions as otherwise you will only benefit from half of the below. There will be an informal networking session at a venue nearby following the main event.

Session 2

Programme

• 15:30 – 16:00 – Arrival & Registration
• 16:00 – 18:00 – Representing the Firm with the Openside Group
• 18:00 – Networking at a venue nearby

Session Overview

The session will begin by exploring the many issues prospective clients consider when determining whether to buy or not to buy from a particular firm and identify the critical – but often hidden – factors that motivate their final purchasing decision.

Having gained a deeper understanding of the psychology behind the client’s buying decision, participants will then examine the implications on their own behaviour during ‘critical client conversations’ and ‘moments of truth’ and determine the behavioural changes that could significantly improve their new client acquisition.

Participants will learn and practise the behaviours that will enable them to communicate more effectively, form relevant, challenging points of view, offer insight, create impact, generate status and above all, illustrate significant value in every single contact with their prospective and current clients.

In short, participants will define how to ‘live the firm’s brand’ in every interaction with prospective clients.

The session will also introduce storytelling and outline the key role that it can play to uniquely position a firm in the mind of their clients. In the professional services sector, in which every firm can look very similar, and in which technical competence is now a prerequisite not a differentiator, being able to tell your firm’s story effectively is more critical than ever.

A professional services firm’s ‘brand’ is a shortcut for people to know what to expect from that firm. It is “the stories that people tell each other about the firm” or “the way people think about the promise the firm makes” or “the things they say about your firm when you’re not there.”

For this reason, ‘storytelling’ must play a significant role in the business development strategy of professional services firms.

Based on the unique ‘DNA’ of their firm – its values, heritage and culture – participants will have the opportunity to develop, refine and practise the stories they will tell to validate and reinforce their firm’s position in the minds of prospective clients.

Finally, participants will establish a plan to ensure that the behaviours and stories they have defined throughout the session will be exemplified and reinforced across their own organisations when they return to their place of work.

Session elements:
• Understanding the mind of the professional services buyer and the implications on behaviour
• Key phases in Senior Executive conversations
• Developing a ‘Point of View’
• Principles behind personal impact, status and presence
• Differentiating your firm: using behaviours to demonstrate your values, and reinforce the firm’s brand
• An introduction to Storytelling
• Telling your own firm’s story – based on the shared values, heritage and culture of the firm

View the Openside Group profile in the MCA Associate Members Directory

If you have any queries regarding this event please contact Leah Theakston