Marketing A Service Business
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Marketing A Service Business

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There are many ways to market a service based business. These slides discuss some of the more powerful strategies you may not be utilizing..

There are many ways to market a service based business. These slides discuss some of the more powerful strategies you may not be utilizing..

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  • Permission to ask questionsPermission to make an offer at the end of the presentation?Style is quick, casual and interactive
  • How many of you have more than enough leads coming in?How many have a system for follow up?Enough leads and low sales?
  • How many of you have written goals and targets for the next month or quarter?
  • How many of you have written goals and targets for the next month or quarter?
  • How many of you have written goals and targets for the next month or quarter?
  • Marketing Plan Example
  • The ascension model Are you a hunter or a farmer Upgrades to existing services New services or products Cross selling to alliance partner (commission)
  • The ascension model Are you a hunter or a farmer Upgrades to existing services New services or products Cross selling to alliance partner (commission)

Marketing A Service Business Presentation Transcript

  • 1. Profitkoach Business Growth Specialist Launch Yourself Into Marketing…
  • 2. Business Coach & Consultant for 12 years Member of International Coaching Federation Certified Business Coach Facilitator of Marketing Programs Your Presenter - Brian Bijdeveldt
  • 3. Copyright © 2010 ProfitKoach 1. Some Preliminaries 2. Your Target Market 3. Effective Marketing Strategies 4. The Marketing Cycle 5. Where Are You Stuck? 6. Goals & Targets 7. Build A Simple One Page Plan 8. Do You Have a Back End? 9. Summary
  • 4. Copyright © 2010 ProfitKoach
  • 5. Copyright © 2010 ProfitKoach • Hunter gets client and moves on, looking for the next…. • Farmer obtains leads, builds list, converts to clients and markets to this client base (as well as looking for new leads).
  • 6. Copyright © 2010 ProfitKoach •First impression of the business Image, brand, customer service, phone call, sales, etc. •Focus on the Benefits What emotional feelings is your product or service going to offer to your customer. •Problem Solving Customer needs •Relationships People will buy from those whom they like, know and trust.
  • 7. Copyright © 2010 ProfitKoach Marketing Sales (Follow Up!)Operations
  • 8. Copyright © 2010 ProfitKoach • Client base needs to be retained once it is won! • Attrition rate can be > 20% per annum. • 68% of those who leave do so because of perceived indifference. • Have a follow up system.
  • 9. Copyright © 2010 ProfitKoach
  • 10. Copyright © 2010 ProfitKoach • Work out the LVC • Average sale $100x4x3years = $1200 • Helps to set marketing spend (Say $50 to get a $1200 client)
  • 11. Copyright © 2010 ProfitKoach
  • 12. Copyright © 2010 ProfitKoach • Define Your Service Offerings, Market Message,USP • Define Your Client Persona • Enter Into The Conversation In Their Head… • Research The “Graphics” • Develop Qualification Criteria (MAIN)
  • 13. Copyright © 2010 ProfitKoach PAIN fears, frustrations, obstacles GAIN wants/needs – measures of success What do they Say & Do? Attitude in public - appearance What do they SEE? Friends, environment, what the market offers What do they THINK & FEEL? What really counts, major preoccupations Worries and aspirations What do they HEAR? what friends say, what the boss says, what influencers say
  • 14. Copyright © 2010 ProfitKoach • Demographics (age, sex, finances) • Geographic's (where do they live?) • Psychographics (clubs/affiliations) • MAIN • Money • Authority • Immediacy • Need
  • 15. Copyright © 2010 ProfitKoach
  • 16. Copyright © 2010 ProfitKoach • It’s not rocket science! • Tell people what you do over & over • Use different methods to tell them (measure) • Choose a set of simple effective things and do them consistently • The “know, like and trust” criteria Where does most of your business come from?
  • 17. Copyright © 2010 ProfitKoach High Harvest Speed, Low Cost, High Control & Leverage • Direct Contact & Follow up • Networking & Referral (can leverage via say LinkedIn) • Marketing to your database (low cost/harvest speed) • Referral Wheels - complementary businesses • Alliances/JVs • Host Beneficiary Mailings • BNI/Leads groups
  • 18. • Offers To Existing Clients 5 times easier to sell to Upgrades to services New services/products Cross Selling (JV Partner services) Referral program • Engage Lapsed Clients Back to the fold…. Better than a lead? • Resurrect “Dead” Clients As long as not a PITA when “alive Copyright © 2010 ProfitKoach
  • 19. Copyright © 2010 ProfitKoach 100 Clients 200 Clients 200 Clients 100 Clients 400 Clients 900 potential extra leads
  • 20. Copyright © 2010 ProfitKoach • Dynamic Developments • Building Renovation company • Landscape Designer/Gardener • Interior Decorator • Architects • Other Trades
  • 21. Copyright © 2010 ProfitKoach How To Reward Referral Partners: • Sales Commissions • Free Services • Special Gifts • Free Publicity • More Referrals
  • 22. • Create a list of potential JV partners Those who know you Those who don’t know you Those who can refer you Associated services/products Non competitive Contact by: • Referrals/introduction from mutual contact • Direct letter then phone follow up • Cold Calling Copyright © 2010 ProfitKoach
  • 23. Endorsed Mailings 5 – 10 times response rate of cold mail Takes time to develop trust Offer sample service/product May be reciprocal Co-op Promotions Reduces marketing costs Access a larger share of target market Referral Wheels May/may not involve commission Copyright © 2010 ProfitKoach
  • 24. Copyright © 2010 ProfitKoach • When working on client’s landscapes, have brochures in the car which could be given to other builders or developers near by • Joint purchase building reports. Cordell sell construction reports that list much of the construction work being let. It might list that 20 townhouses are being built by XXX constructions in Richmond. You can then contact the builder and try to quote on the landscape work. These reports also list roadside work, engineering, parks etc. www.reedconstructiondata.com.au . Good way to find potential clients. Need a good marketing kit and standard letter you can send to any potential client you contact by phone.
  • 25. Copyright © 2010 ProfitKoach • Build/buy (impact/cordells) target list and develop introductory letter • Ring target companies and find out contact role and name • Send introductory letter to contact • Follow up telephone call 4-7 days later to touch base • Create a script for follow up calls • The follow up call is “selling” an appointment • If no dice on appointment, ask to place on email list and keep in touch.
  • 26. Copyright © 2010 ProfitKoach • Business Chamber networking • Contacts/alliances • Referrals • Build relationships • Accountants • Small business owners • BNI – Referrals group • Have marketing kit or brochure/business cards • Follow up leads in timely fashion…
  • 27. Copyright © 2010 ProfitKoach • Adwords/SEO • Hotels in local area for brochures, special vouchers etc • Form links with tourism organisations • Press release campaign on boat refit, new packages etc • You Tube videos on website to engage • Video testimonials • Put image of vouchers on site • Capture details – magnet - auto responder.
  • 28. LinkedIn Professionals (good for B2B) No Gatekeepers Targeted Groups Contribute and build relationships Facebook Social platform Sometimes low response rate to marketing Engage, competitions, quality content Google Plus Helps with Google rankings Google Places (Who hasn’t got a listing?) • Same criteria applies as to other forms of marketing ROI • Requires persona research, strategy and consistent engagement Copyright © 2010 ProfitKoach
  • 29. Copyright © 2010 ProfitKoach
  • 30. Copyright © 2010 ProfitKoach
  • 31. Copyright © 2010 ProfitKoach You are always moving leads to presentation/sale Prospects (Visibility - Publicity & Advertising) Contacts (Outreach – Networking) Leads (Through research or your contacts) Referrals (through clients, referral partners etc) Whether a sale is completed or not – Follow up Your initial task – widen the funnel!
  • 32. Copyright © 2010 ProfitKoach Filling The Pipeline Following Up Getting Presentations Closing The Sale Where Do I Focus? Where Am I Stuck?
  • 33. Copyright © 2010 ProfitKoach
  • 34. Copyright © 2010 ProfitKoach If you called every lead you have, would it take less than 2 hours to complete? Have you called every lead on your list within the last month? Are you not calling prospects because you already know they don’t need your services or they can’t afford you? Are you in a business where it is inappropriate to call?
  • 35. Copyright © 2010 ProfitKoach Do you have a drawer full of business cards from people you have met and have not spoken to since? Have you been given leads that you have not contacted? Are there prospects who said no to you and you have not contacted for 3 months? Are there people who have shown interest in your services (some time ago), but were not ready to buy or lacked funds?
  • 36. Copyright © 2010 ProfitKoach Do you follow up but don’t end up getting a commitment to an initial meeting? Do you get brushed off or find prospects don’t take you calls? Do your prospects tell you they are already with a competitor of yours? Does everyone you contact seem to think your services are not for them/too expensive or will take too much time?
  • 37. Copyright © 2010 ProfitKoach Are you getting plenty of presentations but you’re not closing many sales? Do your prospects show no real interest throughout your presentation? Are your prospects throwing objections at you preventing the sale from completing? Do you complete a presentation and still get no real commitment from the prospect?
  • 38. Copyright © 2010 ProfitKoach Filling the Pipeline – knowing enough people to contact Following Up – contacting the people you already know Getting Presentations – getting from follow-up to presentation Closing Sales – getting from presentation to sale It’s important to know before you…..set goals.
  • 39. Copyright © 2010 ProfitKoach
  • 40. Copyright © 2010 ProfitKoach How much business do you have now? How much business do you want? What would that get you? What is your short term goal? If achieved, what will be your reward? Action Sheet Example…
  • 41. Copyright © 2010 ProfitKoach
  • 42. Copyright © 2010 ProfitKoach 1. Your Goals/Objectives 2. Your strategies 3. Your tactics 4. Your time frame 5. What you will measure 6. How to keep in touch with clients 7. Materials (success ingredients)
  • 43. Copyright © 2010 ProfitKoach
  • 44. Copyright © 2010 ProfitKoach Which strategies will you select? • Direct Contact & Follow up • Networking & Referral • Public Speaking • Writing & Publicity • Promotions • Advertising Choose 2 – 4 (> 4 too many)
  • 45. Copyright © 2010 ProfitKoach Why Select Strategies? • “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu – The Art Of War
  • 46. See example plan…
  • 47. • Provides structure to your marketing • Incorporates your goals/targets • Drives your daily activities • Gets you results! • Gives you an advantage over the competition… • Share it! Keeps you honest. Copyright © 2010 ProfitKoach
  • 48. Copyright © 2010 ProfitKoach
  • 49. Copyright © 2010 ProfitKoach • More products • High level service offerings • Up sells, cross sells, down sells • May be commission based – complimentary services
  • 50. Low level service/product Upgrade to existing service New / associated service Higher end services and product offerings $ $ $ $ $ Copyright © 2010 ProfitKoach
  • 51. Copyright © 2010 ProfitKoach Your Business With Customer Retention & Database marketing Your Business after attrition due to no follow up or d/b marketing
  • 52. Copyright © 2010 ProfitKoach 1. Some Preliminaries 2. Your Target Market 3. Effective Marketing Strategies 4. The Marketing Cycle 5. Where Are You Stuck? 6. Goals & Targets 7. Build A Simple One Page Plan 8. Do You Have a Back End?
  • 53. • PowerPoint Presentation (PDF) • 100 Lead Generation strategies (PDF) • 5 Levers Of Business Growth (PDF) Available through the following link. Copyright © 2010 ProfitKoach • 50 Conversion Strategies (PDF)