Business Development through the CX Lens

Client development opportunities often fail when we lack authenticity, ignore the emotional reasons for buying, and make the process feel routine or mechanical. Developing new business is more successful and more rewarding when we approach it through the lens of client experience, transforming revenue generation into an act of service (solving for human needs around a purpose) versus an act of selling. This webinar explored ways to infuse the client experience into the sales process, leading to stronger relationships and better sales results. 

Learning Objectives:

• Identify the pivotal role emotion plays in our everyday buying decisions 
• Apply empathy and storytelling in meaningful ways
• Ask strategic discovery questions and actively listen to uncover needs and opportunities 
• Create value-added moments that develop trust and confidence
• Effectively align expectations around pricing, outcomes, and more to avoid delivering negative surprises
• Successfully onboard clients in a way that offers reassurance and demonstrates dependability

Speakers

About Alyson 
Alyson Fieldman is the Chief Marketing Strategy Officer for Marcum LLP, a top-20 accounting and business advisory firm. Alyson works closely with the firm’s leadership to set the marketing strategy to grow the business and its service lines. With more than 20 years of professional services marketing experience, Alyson has a broad range of skills including business strategy, branding, marketing communications, business development/sales, website development, content marketing, social media, and public relations. She is passionate about crafting meaningful client experiences and managing high performing, cross-functional teams.

Prior to joining Marcum, Alyson served as Chief Marketing Officer at Skoda Minotti, Managing Director of Client Services at One North, Account Manager at Greenfield/Belser, and Marketing Director for a small law firm. Alyson’s clients have included some of the world’s most reputable professional services organizations, including Reed Smith, Jones Day, CLA, and Navigant.

About Jennifer 
As the Director of Client Experience at Marcum LLP, Jennifer leads the Firm’s client experience program. She has successfully launched sustainable CX initiatives for professional services firms by fueling cultural transformation, earning client loyalty, applying innovative service approaches, and distinguishing brands through CX. For more than 10 years, Jen has worked in collaboration with, and served as a resource to, firm leaders in the development and execution of client retention activities and cx enhancements. She has a passion for developing high quality service delivery for firms that enable revenue growth and fuel strong business relationships.