In the organization’s latest video, the Appraisal Institute invited Donna L.G. Shaft, principal of Professional Business Development, a company that coaches professional service providers on how to develop their businesses and grow their companies, to offer tips for how appraisers can take their businesses to the next level.
AI: Why is it important for appraisers to focus on marketing and business development?
DLGS: I’ve spent more than 20 years working with professional service providers and I have a practice of my own, so I know that marketing and business developmentare the active ingredients in every successful business. It’s hard to add one more thing to your day, but that’s the path to success.
AI: Why should appraisers have a business development tool kit?
AI: Why should appraisers create a personal marketing agenda?
DLGS: Working from a manageable business development plan of daily, weekly and monthly to-do actions systematically generates work, stimulates new contacts and expands existing relationships.It’s important for appraisers to define measureable success and regularly make adjustments to their personal marketing agenda to accommodate new opportunities and changing goals.
AI: How can appraisers effectively communicate their credentials?
DLGS: First, get comfortable with a script that clearly says what you do and spotlights your top skills. Memorize it and use it daily! It is important to point out the skills and experiences that differentiate you from the competition.
AI: What else should appraisers know about business development?
DLGS: Recognize marketing yourself as “important”— the active ingredient in all aspects of pursuing your career. Prioritize the time to tend to it. That’s what sets successful professionals apart from the pack. Everyone has a good idea once in a while. Smart people make them happen — by mastering the tools and strategies, and by taking the time to persistently use them to grow their businesses.
To learn more about Professional Business Development, visit the company’s website.
You can also find more information on the Appraisal Institute’s website.