stephen kember - 186dba0b9309bd064208109eb5537

Scorecard introduction

This scorecard is one of an extensive series of scorecards produced by Stephen Kember to assist the owners of professional service firms to internally assess their performance and to support the taking of strategic business development decisions.

Scores should be entered on the following 0 to 10 basis:

Score: 0 = We do not address this at all!
Score: 1 = We're not at all good at this
Score: 2 = We're weak at this
Score: 3 = We're pretty poor at this
Score: 4 = We're below par at this
Score: 5 = We're about okay at this
Score: 6 = We're just a bit better than okay at this
Score: 7 = We're good at this
Score: 8 = We're very good at this
Score: 9 = We're excellent at this
Score: 10 = We're truly exceptional at this

	Question: Are we committed to marketing? Scorecard	Score: 0-10	Final score
1	We see marketing as an investment in our future
2	We manage total marketing time as one aggregate time budget,
3	We allocate 10% + of non billable time to growing & strengthening existing client relations by adding unexpected value
4	We have both internal [staff] and external clients [fee payers]; both are treated with using the same core principles
5	We believe our profession is far too serious not to be fun; our staff and our clients enjoy our service; unfriendly clients are rejected
6	We review our marketing activity monthly, so that the overall balance between competing marketing activities can be monitored and where results are exceptional refocusing can take place
7	We require that all staff contribute to dedicated marketing efforts
8	We have established and use monthly reported metrics to assess the quality & strategic value of new revenues, and not just their volume
9	We regularly invite clients in to talk to our people
10	Each department has a dedicated person responsible for sector research to keep delivery staff informed as to trends, developments & news in each client’s industry
11	We no longer use traditional “Sales” training initiatives.
12	We send one of our people to every client industry meeting that exists, and have that person write up what they heard
13	We train, then mentor, all client contact staff in client counseling skills, in earning trust & dealing with difficult situations.
14	We have developed and constantly update a working manual dedicated to tips & tactics regarding how to render greater perceived value at all stages of an assignment.
15	We use the results of systematic client feedback to set bonuses at ALL levels.
16	We follow up at Partner level, on all formalised and informal client feed-back where we are judged to be anything less than exceptional
17	We have in place an unconditional satisfaction guarantee.
18	We ask all satisfied clients to give endorsements which we can use on our website & marketing collaterals
19	We visit all clients on a regular, organised, non chargeable basis aiming to get to know their senior people and understand them in their own environment
20	We have in place unmovable, inviolable, dedicated non-billable investment budgets for use in building client rapport and adding meaningful value [never selling at these times]
21	Systematic program to offer to attend internal client meetings, critique their internal studies, put on free internal seminars for their staff.
22	We monitor in detail the execution of added value contact programmes to ensure that they are being appreciated
23	We organise a regular programme of informal/formal, research, surveying clients, their views and concerns. We can speak confidently about their sectors, issues of concern and solutions being found. We publish these findings on our website and use the information in seminars & talks. We are a constant source of insight to our clients
24	We have a screening process to evaluate new client pursuit opportunities; we aim to focus on high value, stretching work/clients and refuse low value tedious work
25	We focus on the the vital few clients & assignments that will give us the highest levels of reward and place 80% of our effort on these
26	We are 'client relations', not 'transactions' focused. Our sales focus & processes are designed to add value to clients & prospects so earning trust
27	We have a powerful website that is attractive to clients who see it as a source of value and interesting content
	Final score		0.00

NOTE : You can print this score from your computer by choosing File -> Print in your internet browser window.