Old First Follower


Retain & Attract High Value Clients By

Implementing Effective Business Development

and Client Engagement Strategies


The First Follower Package

The First Follower Package, is an all-in-one premium service incorporating everything your firm needs to develop a tailored, evidence based business development and client engagement strategy to increase revenue, profitability and client service.

Our approach is highly collaborative and designed to maximise engagement with your team and clients.

At the foundation of our collaboration are these four key questions:

1. What are your goals?
2. How are you different from your competitors?
3. Who are your target clients?
4. What is your client value proposition?

Together, we will identify market opportunities and develop engagement strategies to attract and retain high value clients for your firm. Our systematic approach is guaranteed to increase revenue and profitability.

The First Follower Package is perfect for your firm if…

  • You don’t know your client base. You may not know the number of clients you are currently servicing and which clients are profitable.
  • You don’t have a strategy to achieve your revenue and growth objectives.
  • Your firm does not have a clear priority action plan for the next three, six and twelve months
  • Your firm lacks a compelling market and client engagement strategy
  • Your firm tends to have reactive responses to market opportunities instead of strategic, proactive responses
  • Your firm currently has ad-hoc business development efforts
  • Your firm struggles to identify quality investments (i.e. partnerships to sponsorship arrangements) that will benefit your firm and your existing and future clients
  • Your firm does not have a clear priority action plan for the next three, six and twelve months

Your firm is ready to…

  • Have a comprehensive and concrete understanding of your firm’s goals, strategy and objectives and how these can be achieved through a systematic approach to business development and client management.

  • Have an analytical, evidence based understanding of your client base, value and whether your business is over or under servicing client segments.
  • Develop a qualitative understanding of what your clients value from your firm and what they would like more and less of
  • Take advantage of the top five strategic opportunities for your firm to pursue over the next year
  • Increase the pool of potential clients and extract maximum value out of existing clients
  • Implement a comprehensive market and client engagement strategy that is designed to elevate awareness, industry standing and market leadership of your organisation

Ready to take your firm to the next level?

Our Approach


Utilizing a systematic and evidence based approach, we’ll develop a market and client engagement strategy for your firm using the following three stages:

Stage 1: Current State Diagnostic

Stage 1 is about establishing a baseline understanding of your market and client engagement activities, existing client base, and financials (revenue and profit).

We will use a combination of desktop analysis, quantitative techniques and interviews with internal stakeholders and clients to:

  • Understand your overarching strategy and objectives. We will interview up to six internal stakeholders. This list of stakeholders will be agreed in consultation with you as Project Sponsor.
  • Establish a quantitative baseline of your clients by quantity, segment, revenue and profitability;
  • Develop a qualitative understanding of what your clients’ value from you, what they would like more and less of. 
  • Assess your level of maturity as a client-centric organisation based on three case studies identified through the activities above.


Additional Details:

This is an interview based program with an agreed number of clients based on the size of your business. We typically recommend between 5-10 clients and have allowed for this in our budget. Should additional interviews be required we would be pleased to discuss this with you.


At the conclusion of this stage, you will receive a summary report detailing your top 5 client opportunities and recommended strategies to convert to new contracts, or grow existing contracts by a minimum of 10%.

A dashboard report outlining key findings, themes and areas emerging from the Current State analysis, including opportunities and challenges. This report will be suitable for Board members and Partners.

Stage 2: Strategy Development & Current State Workshop


During this stage we begin the process of socialising your market and client engagement strategy, with your leadership team, beginning with a Current State Workshop.

The agenda for this one day workshop is determined in consultation with the Project Sponsor (or delegate), however, the structure is typically as follows:

  • Introduction, context for the project and why it is important to your future success (Project Sponsor)
  • Outline of the project methodology and introduction of the four key questions posed during the Current State Stage:What are your goals? How are you different from your competitors? Who are your target clients? What is your client value proposition?


Additional Details:

We ask the group to consider these questions individually and as a collective, before presenting the key findings of Stage 1: Current State Diagnostic. This provides an opportunity for the group to discuss the value clients perceive your organisation as offering, versus internal perceptions. The difference between these two views provides valuable input into the development of your market and engagement strategy and future value propositions.

At the end of this discussion the group will have developed a shared understanding of your Current State, including:

Value proposition as seen from the client perspective. Where possible, we will use 1-2 videos of clients who have agreed to be filmed providing their feedback and case studies

The type of clients that generate the most financial and intellectual value to the firm;

Capability gaps which may exist or prevent the firm from retaining and/or attracting these clients;

When to say ‘no’ to potential clients that will not generate financial and intellectual value

At the conclusion of the workshop, we will seek to have the group agree on:

The top five strategic opportunities for the firm to pursue over the next twelve months;

Opportunity owners.


A comprehensive market and client engagement strategy designed to elevate the awareness, industry standing and market leadership of your organisation, to increase the pool of potential clients and extract maximum value out of existing clients.

Overarching summary document, with identified priority actions for the next three, six and twelve months and those accountable for implementation.

Stage 3: Validation, Implementation and Accountability


This is the final stage of our methodology. The combined deliverables of Stage 1 and Stage 2 will provide you with a robust, evidence based market and client engagement strategy with priority opportunities and actions over the next twelve months.

Validation of this work with your clients and internal stakeholders is an important component of our approach, in order to continue to build consensus and momentum.

Therefore, during Stage 3 we seek to return to the clients who we engaged with in Stage 1 to validate your strategy. This is a powerful way to demonstrate the level of commitment your organisation has to listening, responding and refining its approach to client engagement and service.

On-Going Accountability

We know life gets very busy in professional services. Hence our methodology incorporates regular ‘health checks’ because we want you to succeed.

At the 3, 6 and 12-month milestones, post the acceptance of your market and client engagement strategy, we will meet with you to discuss progress to date and results, which we believe will quickly become evident. And yes, we will keep you honest if things aren’t progressing as well as they should be.

If of interest we can offer ongoing coaching on a retainer basis as an additional service offering during this period. This can be for individuals or for small groups depending on your requirements.


A final market and client engagement strategy, and overarching summary document, with priority actions for the next three, six and twelve months;

Dashboard milestone reports for three and six month health check; and

Twelve month progress report and high level next step recommendations.


Ceinwen has over twenty years experience working in the public and private sector. Ceinwen is passionate about helping professional service firms identify market opportunities and develop engagement strategies to attract and retain high value clients.

Formerly a business development executive in a global professional services firm, Ceinwen is highly regarded for her ability to navigate complex environments and develop and implement effective client engagement strategies with demonstrated return on investment.

Ceinwen’s strategic account management skills and business development capabilities, combined with excellent interpersonal and exemplary stakeholder management skills make her a highly sought after adviser.

Raving Reviews:

“Ceinwen’s approach to developing and executing market and client engagement strategies is systematic, evidence based and highly personalised to your business and generates genuine return on investment.Ceinwen’s background in a Big 4 professional services firm and government relations makes her a consummate professional and a pleasure to work with.”

Josh Wilson



Now, you have two choices…

You might be thinking, “This program sounds amazing but my firm is so busy we’ll get around to the strategic when it’s quieter…”

BUT, let me ask you: What are you busy doing? Are you busy doing the right kind of work with the right kind of clients? The ones who generate profit for your organisation, value you as a trusted advisor and actively advocate you with others who are interested in your services? Or are the efforts of your people and the resources of your firm being expended on low value client activity?

If you don’t know the answer to this question it is time to stop, pause and reflect on where you want your business to be in one year, three years and five years.

There will always be another urgent request or crisis to deal with. It’s time to stop waiting for the perfect moment to make the decisionswhich will take your organisation and go after what you know your firm is capable of.

If you are ready to enter a new stage of growth, profitability and market leadership, then the First Follower package is what you need to make it happen.

What will you choose?

Frequently Asked Questions

How do I know which service package will benefit my business the most?

Our approach is tailored to meet the needs the current needs of your business and work towards achieving your future goals. The best way to determine which service package will benefit you most is to book a complimentary consultation with First Follower’s Managing Director, Ceinwen McNeil. If we don’t think we can help you we will say so!

Do you only work with professional service firms?

We work with organisations who provide professional services to their clients, including consulting, law and engineering firms. Our approach is industry agnostic; we don’t attempt to be subject matter experts for every industry. Our tools and techniques are designed to provide fresh thinking and generate tangible results for your business, regardless of the industry.

What do you mean when you say “not all clients are created equal”?

Profitable and sustainable business growth comes from strengthening existing relationships and systematically targeting higher value clients. Too often organisations put the same amount of effort and resource into low-level clients as they do premium level clients. The First Follower Client Hierarchy pyramid classifies your client base into three distinct segments to enable you to make informed decisions about the allocation of resources to each segment.


Which locations do you operate in?

First Follower services clients in Australia and internationally. We are an agile organisation and use technology to best meet the needs of our clients, wherever you may be located.

Our business is doing pretty well already. What else could you do for us?

The Stocktake is a great program for when you already have a good sense of what you could be doing to improve but don’t really know how to do this systematically. This package is about building on your success and helping you achieve the next stage of your growth and profit trajectory.

Is this another sales program?

No. Sales training is freely available on the web to you and your business.

We are focussed on building capability within your organisation which enables long term client partnerships and exemplary client service.

How do I know if you are working with my competitors?

We have a strict policy of only working with a limited number of organisations who do not compete with each other.

Can’t see your question here?

Please email your question to ceinwen@ceinwenmcneil.com

It’s time for your firm to do AMAZING things.

If you think this may be the right package for your firm, I highly encourage you to apply today for a complimentary strategy session. In this call, I’ll answer any questions you may have about the program and we’ll decide whether this program is a right fit for you and your firm. – Ceinwen McNeil, Managing Director