Clients come first for APSMA Hong Kong: building stronger and more enduring client relationships was the theme of APSMA Hong Kong's inaugural conference.

PositionAsia-Pacific Professional Services Marketing Association - Conference notes

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Marketing and business development professionals play a unique role, straddling a world that lies somewhere between an internal coaching function and an external client interfacing role.

More than 140 delegates at the inaugural Asia-Pacific Professional Services Marketing Association (APSMA) Asia Conference heard from leading panelists on how their roles are critical to delivering an outstanding client experience. They are door openers, problem solvers and strategists, negotiators, event planners and brand builders. They are client managers and the middlemen, advisers, the proposal coaches and crisis managers. Whether they're in the background or leading the pitch, their firms regard them as vital extras of the professional services stage.

But no matter what role they play, one thing remains constant--they must always put their clients first. However, as the panelists shared, there's always room to revisit how we go to market, deliver value and take those extra steps towards becoming a trusted client adviser.

People Buy People

"Credibility is the key to earning the respect of your clients. It is what sets advisers apart," said Robbie Knight, regional managing partner, Heidrick & Struggles, in the opening panel examining the skills needed to sell yourself.

"So too does having the right rapport and authenticity with clients," said Cat Wirth, director of business development at Baker & McKenzie.

But clients are also seeking advisers that are genuinely interested in their business and forming long-term partnerships. "Learn to be passionate about your client," repeated Egidio Zarrella, partner at KPMG. "They want the reassurance of working with someone who understands their needs and their business. It's about being connected with them."

Social Media in Practice

Social media is a rapidly growing channel that advisory firms are exploring to stay connected with their clients.

"More social interaction is equating to greater value for firms," said Soniya Monga, regional account director--North Asia, LinkedIn. She believes professional firms have an opportunity to engage with their customers with more tailored and relevant content as social platforms supersede more traditional channels.

Using social networks internally can also benefit firms, said Microsoft Hong Kong's David Hooper. The proliferation of smart devices and broadband infrastructure is enabling the workforce to be more productive, mobile and efficient. Enterprise...

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