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coup at London's PSMG Conference
23 April, 2008
The session delivered at the Professional Services Marketing Group conference in London was an absolute triumph with many delegates to the conference remarking that is was the most interesting and useful session they'd experienced in years. David McCubbin and Lucinda Armour were joined by Michael Beckley (pictured), who incidently was playing in the West End production of Cabaret!
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The session involved the presentation of two scenarios that depicted common challenges for marketing staff in professional services firms. The scenarios were deconstructed for insight into interpersonal dynamics and links were made to coup’s study of Status and Engagement Preference.
The first scenario dealt with a partner/client meeting attended by the Business Development Manager (BDM). The client failed to engage, listening went out the window and the result was an unsatisfactory meeting, all due to misunderstanding and misinterpretation.
A new approach, using an appreciation of the Status dynamics involved, lead to a far better outcome.
The second scenario involves the BDM outlining a marketing initiative to a couple of partners. One partner sees the benefits and is supportive although not skilful in articulating their support. The other partner can neither see the benefits and is only too aware of the costs and potential inconvenience. develops will provide a priceless opportunity to understand the skills used to avoid the problems.
In this instance, insight into Engagement Preference – The C.A.R. Model – was the key.
In the audience was Sarah Hope, the General Manager of APSMA (Australasian Professional Services Marketing Association), who has booked coup to present a session at this year’s APSMA conference in August.
It was a great thrill to be working within coup-e of the British Houses of Parliament and Big Ben.
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