This document provides strategies for businesses to attract more ideal customers. It discusses developing a clear target customer profile and brand promise. It emphasizes the importance of creating a strong perception through consistency across all branding touchpoints. Business owners are encouraged to know their allowable customer acquisition costs and desired return on investment to create an effective marketing game plan with clear lead generation goals. The document suggests focusing marketing efforts locally while also developing strategic partnerships and referrals. History and credibility are presented as valuable ways to engage customers while gratitude marketing helps maintain connections.

1. 10 Powerful Strategies to
Attract More Ideal
Customers…

2. Welcome…
• Relax
• Enjoy – eat, drink, connect,
• Be Open – take notes, ask how?
• Respect – phones
• Participate – share
• Contribute & Win…
• Link to slides – slideshare.net/tradeinsights

3. Who is PROTRADE United?
We believe in a united effort and collective knowledge
to help you find an even better way to run your
business…
Trade specific solutions in…
• Strategy – income, cash flow, profit, team development
• Accounting – financially well organised, minimise tax,
• Marketing – online & offline
• System Integration – streamline IP into the cloud & protected

4. Why PROTRADE United?
Ultimately for 3 reasons…
1. To give you the luxury of an unhurried life
2. To raise the standards of trades and related
service businesses around Australia
3. Decrease the anxiety and depression related
deaths amongst trades

5. Some of our clients…

6. Top 7 Key Frustrations for Many Trade
Businesses…
1. Working too hard for little/no remuneration
2. Working under too much stress/pressure
3. Too much time in the business – missing out on family
and lifestyle
4. Staff issues
5. Inconsistent work/jobs
6. Chronic cash flow
7. Constantly chasing their tail – no let up!

7. Over the lifetime of a business…
• Only 39% are profitable
• 30% break even
• 31% lose money

8. • It now cost 3.5 x more in 2016 than it did 20 years
ago to reach prospective buyers
• It now takes 8 attempts to reach a prospective
buyer compared to 4 attempts 20 years ago
• Therefore ½ the results from previous same
efforts are common
The data shows…

9. Today…
Take home…
1. Tools to attract (not chase) your ideal customer
2. Ways to increase marketing R.O.I.
3. Game Plan to implement these tools
4. Use real examples

10. Challenges…

11. Does it get any easier?
Don’t wish it was easier.
Wish you were better.
Jim Rohn…

12. Adapt the ideas…
To suit your
business and
target
customer…

13. Your own economy…

14. Psychology vs. Skills/Ability

15. Are you prepared to change?

16. Change…are you up for it?

17. Earning potential with your
hands?
$000’s

18. Earning potential with your
head?
$000,000’s

19. Default vs. Design

20. Marketing isn’t everything, however…

21. What has been valuable?

22. Need a recipe…

23. Need a recipe…
Ingredients…
1. Key TARGET Customer
2. Be DIFFERENT - (Brand Promise)
3. Create world class PERCEPTION (Attract)
4. Brand CONSISTENCY
5. Know your ACA and ROI
6. Know your GAME PLAN (and numbers)

24. Think FISHING…

25. Who is the ‘target’ customer?

26. Who is the ‘target’ customer?

27. Who is the ‘target’ customer?
Dream
Client
Profitable
Pay
PleasurePartner
Pathway

28. Better is NOT Better!
DIFFERENTis
Better

29. What is your BRAND PROMISE?
1. Emotional Benefit
2.Functional Benefit
3.Financial Benefit

32. Create great PERCEPTION…

33. Perception = Reality

34. Brand CONSISTNECY

35. BRAND Touchpoints
• Email Address
• Phone Number
• Voice Mail
• Uniform
• Stationery
• Signage
• Website
• Vehicle Cleanliness

36. Know your numbers…
1. Allowable Cost of Acquisition
2.Return on Investment - $, time, energy
3.How many LEADS do you require?

37. Know your numbers…
Profit Target - $150,00 @ 15%
Revenue Target = $1,000,000
Average Job Value = $20,000 means 50 jobs
Conversion Rate of 50% means
# Leads required = 100

38. Create the GAME PLAN

39. What has been valuable?

40. Need a recipe…
Ingredients…
1. Key TARGET Customer
2. Be DIFFERENT - (Brand Promise)
3. Create world class PERCEPTION (Attract)
4. Brand CONSISTENCY
5. Know your ACA and ROI
6. Know your GAME PLAN (and numbers)

41. Need a recipe…
Method…
1. HISTORY tells a story
2. Build CREDIBILTY– collateral, expertise, educate
3. WEBSITE/Online – what do I need?
4. LOCAL Area Marketing (L.A.M)
5. GRATITUDE Marketing
6. Strategic PARTNERS/REFERRALS
7. Build your TOP 25 & CONNECT

42. HISTORY tells a story

43. Build CREDIBILITY…

44. WEBSITE/Online…

45. Local Area Marketing

46. GRATITUDE Marketing

47. STRATEGIC Partners/REFERRAL

48. TOP 25 CONNECTING

49. What has been valuable?

52. What ACTION will you take?

53. It’s interesting you know…
Most of business owners will…
• Hear what we say,
• Understand it intellectually,
• Agree with all the principles,
• Get excited about what’s
possible
• KNOW that it is the thing they
should do, yet…

54. Do nothing!
What gets in the way…
LIFE!

55. Which leads to?

56. Your opportunity to get clear
Complimentary Strategy
Session
• Where you are
• Where you want to be
• The Game Plan to get
your there…

57. Participant or Spectator…?