Playbook: Marketing & Client Interactions
Playbook: Marketing & Client Interactions
Hey guys,
This note is our practical, step-by-step guide for key marketing and client acquisition activities. While the other notes in Section 30 define our strategy, this playbook outlines how we execute those strategies when interacting with potential clients or referral sources.
Purpose:
- To provide clear, repeatable steps for common BD scenarios (networking, lead follow-up, etc.).
- To ensure consistency in our approach and messaging, reflecting our Brand.
- To equip everyone on the team with the confidence and tools to effectively represent the firm.
How to Use This Playbook:
- Refer to the relevant "play" below before or during specific BD activities.
- Adapt the steps as needed for the specific situation, but stick to the core principles.
- Use this as a training tool and a reference guide.
Key Marketing & Interaction Plays
Let's define our standard procedures for these common scenarios:
Play 1: Attending a Networking Event
Goal: Build genuine connections, identify potential clients/referrers, represent the firm professionally.
| Step | Action | Key Considerations |
|---|---|---|
| 1. Preparation | Identify relevant events (30.5 - Networking & Referral Strategy). Review attendee list if possible. Define 1-2 goals for attending. Prepare your brief intro (elevator pitch). | Focus on quality connections, not quantity. Know our 20.1 - Ideal Client-Profile. |
| 2. During Event | Engage in genuine conversation (listen more than talk). Ask open-ended questions. Briefly explain what VLCD does & who we help (30.1 - Our Brand & Messaging). Collect business cards. | Avoid hard selling. Focus on building rapport. Be approachable & professional. |
| 3. Follow-Up (Crucial) | Within 24-48 hours: Send personalized follow-up (LinkedIn request, brief email). Reference your conversation. If appropriate, suggest a next step (coffee, sharing info). | Don't delay! Generic follow-ups are ineffective. Track connections (CRM/List?). |
Play 2: Following Up on a Warm Lead/Referral
Goal: Convert the interested party into an initial consultation.
| Step | Action | Key Considerations |
|---|---|---|
| 1. Initial Contact | Contact promptly (within X business hours). Acknowledge the referral source. Briefly reiterate understanding of their potential need. | Reference 20.3 - Client-Communication-Standards. Be warm and professional. |
| 2. Qualify Briefly | Ask clarifying questions to ensure it's within our scope & potentially a good fit (20.1 - Ideal Client-Profile). | Don't give legal advice yet. Focus on understanding the situation broadly. |
| 3. Explain Process | Clearly outline the next step (usually scheduling an initial consultation - 40.1 - Client Intake-System). Explain any consultation fee. | Manage expectations about the intake process. |
| 4. Schedule/Action | Book the consultation or agree on the next concrete action step. Send confirmation. | Make it easy for them. |
Play 3: Handling an Initial Inquiry (Website Form / Direct Email)
Goal: Quickly assess fit and guide the prospect towards a consultation.
| Step | Action | Key Considerations |
|---|---|---|
| 1. Acknowledge Promptly | Send a brief acknowledgment of receipt within X business hours. Set expectation for when a substantive response will follow. | Professionalism and responsiveness are key first impressions. |
| 2. Review & Assess | Quickly determine if the inquiry falls within our practice areas and potentially fits our 20.1 - Ideal Client-Profile. Flag conflicts if obvious. | Avoid wasting time on clearly unsuitable inquiries. |
| 3. Substantive Response | If potentially suitable: Respond outlining next steps (scheduling a call/consultation). If unsuitable: Respond politely declining or suggesting alternative resources. | Use standard response templates (from 70.1 - Templates-Index), personalize as needed. |
| 4. Guide to Next Step | Clearly direct them towards the intake/consultation process (40.1 - Client Intake-System). | Make the call to action clear. |
(Placeholder: Add More Plays as Needed)
- Play 4: Responding to Social Media Inquiries (referencing 30.4 - Social Media Strategy & Guidelines)
- Play 5: Asking Satisfied Clients for Reviews/Referrals (referencing 30.6 - Client Retention & Loyalty Programs)
- Play 6: Presenting at an Event/Seminar
- ...
➡️ Let's discuss, refine, and add more plays to this playbook in Discord: #[Link to Channel #30-8-marketing-playbook] (Suggest creating this specific channel)
This playbook provides practical steps to ensure we're consistent and effective when engaging with the market and potential clients.