Repositioning Your Firm
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During an economic downturn, demand for certain professional services may decrease, or may decline altogether if clients are an industry that has been severely affected. Professionals have a wide range of skills and expertise that can be deployed in new ways or to new markets. Knowing how to find new markets will let you buy time while existing clients recover, or reposition your firm into new, more vibrant economic sectors. |
Repositioning Your Firm is a dynamic, four-hour workshop that shows how to assess which skills and services can be adapted, and how to find new types of clients and markets so you can maintain revenues and cash flow during the downturn and be well positioned for when the economy takes off again. |
You will learn how to:
- Assess the viability of existing markets
- Identify potential new markets
- Identify existing skills, expertise, services and processes that can be leveraged as services for new markets
- Conduct external and internal research to test your assumptions and ascertain potential demand in new markets or for a new service mix
- Interpret research results and conduct a SWOT assessment
- Develop a brand positioning and key messages for new markets
- Bundle or 'package' alternative services
- Create a marketing budget and schedule
- Decide which marketing materials and systems you’ll need to implement your repositioning strategy
- Decide which promotional activities to engage in
Who Should Attend:
- Owners and principals responsible for marketing and business development
- Senior and marketing associates looking to enhance their management skills
