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Marketing For Tradies Website

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    Who are your competitors and what’s good about them? Do they have special skills or equipment? Do they offer an oncall service? What have you got or what do you offer which is pretty good? What weaknesses do each of your competitors have? Unprofessional? No website? No back up support? What are your weaknesses? Knowing how you stack up against your competitors helps you to provide a better service than they do and deal with objections or comparisons from customers. What market opportunities are there out there which you’d like to go for? Make a list – could be a new development that you’d like to be involved with, could be specialising in a certain growing market – eg: over 50s housing. Could be a new product or service you can start promoting to your clients. What threats are there on the horizon which could impact your future business – is it a new competitor in your area, a change in legislation or regulations, a sharp increase in insurance costs, etc. What are you going to do about these threats? How can you turn them to your advantage?

    Example: Landscaper might specialise in edible garden designs or school playgrounds Floor layer might specialise in intricate vinyl designs for commercial fitouts Builder might specialise in old aged conversions

    Do they want fast service, do they want out of hours service, do they want low cost or high quality? If most of your business comes through real estate agents – what are their priorities. You get the picture. Everyone has different hot buttons and it’s important to know what they are. What do they hate? The number one issue I’ve come across with my market research is tradies who don’t show up on time. The second is tradies who leave a mess. What are their main issues? Deadlines, quality, loss of income due to breakdown, compliance, weather. Once you know what these are (by asking them) you can address these in your marketing and sales presentations. How do they choose? Where do they seek a tradie in your industry – friends, online, yellow pages, local paper? What is the deciding factor in the purchase decision. Price is usually the lowest factor. Trust, reputation, guarantee, professionalism all play a huge part you’ll find. Do they have other problems you can fix, other properties, a need for some other products or services?

    It’s not hard to be different and stand out from mediocrity. If you assume that all your competitors do what you do –then how do you stand out? The best way is to overwhelm with value and great service. Make sure your team doesn’t let you down too.

    People buy on emotion – not logic. We use a special 5 step formula when creating ads, flyers, websites, emails, newsletters which works every time.

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    Marketing For Tradies Website - Presentation Transcript

    1. An IMPORTANT Message To All Tradesmen Who Want To Make More Money!
      • By Annette Welsford
      • Marketing Consultant
      • 30 Years Marketing Experience
      • Masters Degree in Marketing
      • 45 online businesses
      • Successful Author
      • Marketing Coach
    2. How To Make More Money During a Recession
      • Principles remain the same whether there’s a recession on or not.
      • Have excellent marketing, sales and customer service systems
      • Be competitive
    3. How Do You Become More Competitive?
      • Reduce prices?
      • Work more hours?
      • Cut costs?
      • Offer more services?
      • Enter new market segments?
      • Become Marketing Savvy
      Maybe Maybe Maybe Definitely!
    4. 7 Steps to Business Success
      • Plan Your Success
      • Know Everything
      • Specialise
      • Understand your market
      • Be different
      • Get Marketing
      • Measure and Systemise
    5. 1. Plan Your Success NOW HOW WHERE
    6. 2. Know Everything
      • DO A SWOT ANALYSIS ON YOUR BUSINESS
        • Competitor’s Strengths (and yours)
        • Competitor’s Weaknesses (and yours)
        • Market Opportunities
        • Market Threats
    7. 3. Specialise
        • Become an “expert” in a niche
        • Capture 80% small market rather than 2% of large market
        • Provide differentiation from competitors
        • = Charge more
    8. 4. Understand Your Market
        • What do they want?
        • What do they hate?
        • What are their issues?
        • How do they choose?
        • What other opportunities do they have for you?
    9. 5. Be Different
        • Train your staff to provide a wonderful experience
          • Attitude, grooming, tidiness, cheerfulness
        • Provide services when people need them
        • Offer more value – really help them
        • Provide a guarantee – reduce risk
    10. 6. Get Marketing
        • Develop your brand and offer
        • Generate a regular stream of new enquiries
        • Create professional quotes/tenders
        • Follow up – then follow up
        • Build trust to get repeat business
        • Build loyalty to generate referrals
        • Offer more products/services
    11. Marketing Strategy 1 Review Your Brand and Offer
        • Your business name and tagline
        • Your logo
        • Brand implementation
    12. Marketing Strategy 2 Attract New business (Domestic example)
        • Local paper ads
        • Free publicity
        • Neighbour bags
        • Website enquiries
        • True Local and other directory listings
    13. Use Effective Copywriting
        • Plan the ad’s objective
        • Attract Attention - Benefit Headline
        • Engage Reader - Use Emotion
        • Differentiate – Why are you different
        • Reduce Risk - Provide proof
        • Tell them what you’re going to do – step by step
        • Invite Response – phone, email, website, address
      At Last! A Carpet Layer Who Vacuums!
        • Local paper ad – low cost
    15.  
    16.  
    17.  
    18. Electrical faults start over 2,000 house fires in Australia every year Make sure it doesn’t happen to you. Electrical experts Bright Sparks have released the following safety tips to help home owners in Cairns to reduce the risk of fire. 1. Check …………………………… 2. Check ……………………. Call Bright Sparks for a free fire safety fridge magnet and keep your home safe from fire Generate Publicity Newspaper Article - Free
    19. Website Enquiries
      • 90% people search for products and services online
      • What makes a good website?
      • Your sales tool
        • Strong offer and differentiation
        • Lots of value – information, problem solving, bonuses, testimonials,
        • Fresh content
        • Call to action - easy to respond
    20. Web Enquiries
    21. Build Customer Focused Website
    22. Web Enquiries
    23. Market Your Website
      • Online Directories
      • www.yellowpages.com.au
      • www.truelocal.com.au
      • www.tradeconnect.com.au
      • www.smartbuild.com.au
    24. Marketing Your Website Google Advertising
    25. Marketing Strategy 3 Provide professional quote/tender
      • 1. Research - with list of questions to ask
      • 2. Use a well written typed quote template
        • Deliver the benefits
        • Ask for the business
        • Provide a bonus
        • Provide proof
      • 2. Get initial help with preparing professional tenders
    26. Marketing Strategy 4 Follow Up
      • Contact within 48 hours - by phone, email, in person
      • Overcome objections
      • If unsuccessful – find out why
      • Learn from failure and improve
      • Stay in touch – send a thankyou card
      • Stay in touch – other products, special offers, newsletter, events
      • Don’t give up till they tell you not to contact again
    27. Marketing Strategy 5 Build trust & repeat business
      • 1. Ask for satisfaction rating and publish results
        • leave short survey or reply envelope
        • or follow up with phone call
      • 2. Get Testimonials
      • 3. Send maintenance/ safety check reminder card
      • 4. Send details of other products and services
      • 5. Run training courses
    28. Marketing Strategy 6 Build loyalty Send customer appreciation card
      • Earn referrals – quality, service
      • Ask for referrals - cards
      • Reward for referrals
      • Implement referral system
      Marketing Strategy 7 Generate Referrals
      • (Average of 5-7 contacts to secure business)
      • Newsletters, emails, cards
      • Other products and services
      • Training courses
      Marketing Strategy 8 Stay In Touch
      • Measure effectiveness
      • Beat the control
      • Involve your team
      • Reward your team
      • Maintain training and personal development
      • Grow your profits
      Measure, Learn, Involve, Improve
    32. Become Marketing Savvy Marketing is the only business function which generates money Everything else is a cost Learn it, implement it and prosper
    33. Join Tradie Marketing Secrets A Mentoring Program and Marketing Service Designed Specially for Tradespeople
    34.  
    35. Join Tradie Marketing Secrets
      • Weekly eclasses emailed to you – with detailed training in marketing campaigns you can implement now
      • Videos showing you how to do things yourself – emails, websites, internet marketing, customer research, customer management systems
      • Professional critique of your marketing collateral
      • Access to discount web design, hosting and graphic design services
      • Access to our list of cheap outsource resources
    36. Join Tradie Marketing Secrets
      • Templates you can adapt and use in your own business - ads, letters, quotes, flyers,
      • Teleseminar training every month
      • Interviews with successful trade business owners
      • Discount or free tickets to advanced marketing, internet and wealth creation workshops
    37. $2388 in Bonuses Bonus 1 - Two tickets to the life changing Mental Toolbox Workshop by Paul Blackburn (valued at $1997 ) Bonus 2 – Analysis of Your Financial Personality Profile (valued at $300 ) Bonus 3 – Investing in You ebook on success tactics (valued at $ 47 ) Bonus 4 - Commonsense Referral Marketing " ebook – how to get a constant stream of referrals. (valued at $47 )
    38. Join Tradie Marketing Secrets For Only $97 per month To ensure your business survives and grows www.commonsensemarketing.com.au/tradies
    39. Tradie Marketing Secrets Remember : It’s the best Marketer who always wins business . . . Not the best tradie! www.commonsensemarketing.com.au/tradies
    SlideShare Zeitgeist 2009

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