Bruce La Fetra Speaking Topics
Typical Audiences
Business growth topic for Legal, Consulting, Financial, or Engineering firm leaders
Business development topic for professional services firm retreats
Professional development topic for up-and-coming lawyers and other professionals expected to generate business
Note: All of these topics complement and add value to any sales process or methodology your firm may use.
Keynote
More people, Generating better clients, and Doing it faster
Successful professionals must generate business, but selling is hard and feels unseemly. Consequently, the careers of outstanding professionals get capped because they failed to demonstrate the ability to generate business. The key business development hurdle turns out not to be getting clients to buy. It is fuzziness regarding how the firm's Best Clients are and why they select that professionals and/or firm. Using client examples, Bruce La Fetra, The Client Whisperer, reveals how the sales process doesn't seem like selling when fuzziness turns into clarity. Prospects become clients faster. Demystifying the whole process opens the door to career advancement for professionals who never before generated business.
Participants will learn:
Why you need to know the difference between Strategic Clients and Opportunistic Clients
Why a Great Choice beats the Best Choice
How marketing can slow the client's decision process
The three steps to attracting Best Clients (two of which are often invisible)
Keynote
Earn More Without Working Harder by Thinking Like Your Best Clients
Earning more without working harder seems like an impossible dream for most professionals. the math, however, is simple. The top 20% of your clients generate 80% of your profits. The bottom 20% generate 80% of your client issues and headaches. Replacing the bottom 20% with more of the top 20% increases your earnings without working harder. Firms fail to do this because they struggle at both ends: attracting more of the top 20% and eliminating the bottom 20%. Bruce La Fetra, The Client Whisperer, shows how clarifying value for your Best Clients (the top 20%) is also a win for your bottom 20%.
Participants will learn to:
Identify your Best Clients
Develop messaging that attracts more of your Best Clients
Disengage with Non-Best Clients so they love you
Reduce competitors to mere alternatives
Keynote
Create a Virtuous Cycle of Marketing: How Clarity Creates More Clarity
Extremely clarity regarding your firm's offerings creates a virtuous cycle that pays bigger and bigger rewards over time. However, this level of Clarity does not come from refining What You Do or traditional marketing thinking. Bruce La Fetra, The Client Whisperer, guides you in altering your mindset to gain this level of clarity by learning to Think Like Your Best Clients.
Participants will learn:
Why refining What You Do is a dead end
Create clarity and build strong relationships by Thinking Like Your Best Clients
How to fuel a Virtuous Cycle to garner bigger and bigger rewards
Workshop
Position You and Your Firm to Attract Better Clients and Shorten Your Sales Cycle
Drawing on hundreds of interviews with the clients of top firms, Bruce La Fetra walks professionals through how to sharpen your positioning and messaging to attract better clients and shorten your sales cycle. Better clients are more profitable -- and they buy faster when you position your firm and offering as a Great Choice.
Participants will learn:
How to stop doing the thing most professionals do that is a big turn-off for buyers of their services
How to stop fighting for attention by always being relevant
How accelerate the buying process by understanding the neuroscience of decision making
Additional Topics
Make Equity Partner Faster by Thinking Like Your Best Clients (mid-size firms)
Build a Better Firm by Focusing on Your Best Clients (owners of solo/small firms)
Hack Your Thinking to Attract More of Your Best Clients (aspiring rainmakers)
