Consumer Protection in Marketing Your Professional Services · Brand Building. •Build name...

NEW JERSEY SOCIETY OF PROFESSIONAL LAND SURVEYORS

presents A SEMINAR BY�

BILL BEARDSLEE, P.L.S., P.E., P.P.

Consumer Protection in Marketing Your Professional Services

MARKETING YOUR COMPANY’S TALENTS

What Got You Here –

Won’t Get You There.

Marshall Goldsmith

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

What is Marketing?

Marketing is the act of creating interest in buyers

to meet their needs.

MARKETING IS CUSTOMER CENTERED

MARKETING YOUR COMPANY’S TALENTS

Primary focus: Brand Building.

• Build name recognition • Enhance reputation • Build “Mind Share”

Talks to your whole market simultaneously.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

What is Business Development?

Establishing and proactively maintain those one-on-one, personal relationships that lead to

doing business together.

David Stone, bluestone marketing, Sept., 2015

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

What is Sales?

Selling is the act of persuading a customer to buy by satisfying their interests

and needs.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Marketing thru Sales

Marketing is broad – to generate interest.

Business Development – to develop relationships

Sales is specific and focused

Marketing © copyright 2010 by William E. Beardslee, P.L.S., P.E., P.P.

Marketing Your Surveying Services

Consumer Bill of Rights All consumers of services offered by New York licensed professionals have the legal right to:

•  Receive competent professional services.

•  Verify the credentials of licensed professionals and to know the names and titles of licensed professionals who provide service.

Marketing © copyright 2010 by William E. Beardslee, P.L.S., P.E., P.P.

Marketing Your Surveying Services

•  Receive clear explanations of the services being offered or provided and how much they cost.

Marketing © copyright 2011 by William E. Beardslee, P.L.S., P.E., P.P.

Marketing Your Surveying Services

NEW YORK STATE LAND SURVEYING PRACTICE

GUIDELINES

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Type & Purpose of Survey

Each surveyor should confer with the client to determine the purpose of any surveying service. The specific purpose of a survey may determine the category of services needed, the information required and the work to be done.

MARKETING YOUR COMPANY’S TALENTS

Who are our existing/ potential customers?

What are their current/ future needs?

How can we satisfy these needs?

Why should customers buy from us?

Marketing Teacher for marketing learners - Internet

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

V A L U E & S E R V I C E

Work to the needs of the client rather than the services available

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

PRICE

TIME QUALITY

Pick any two

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Competitive advantage is created by directly appealing to the needs, wants, and behaviors of customers RATHER THAN THE COMPETITION.

Success in business, as in life, is based on your relationship with people.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

The 4 P’s

Product (or Service)

Pricing

Promotion

Placement

MARKETING YOUR COMPANY’S TALENTS

(Service)

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Successful marketing requires POISE

Profitability

Offensive (rather than defensive)

Integrated

Strategic (future oriented)

Effective (gets results) Hugh Davidson 1972 ( Marketing Teacher for Marketing Learners – via internet)

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

The Promotion Message

Grab

Excite

Create

Prompt

Hugh Davidson 1972 ( Marketing Teacher for Marketing Learners – via internet)

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Marketing of Professional Services

Many differences from product marketing

1.  Buyer purchases are intangible. 2.  Services may be based on the reputation of

one person. 3.  Difficult to compare the quality of similar

services. 4.  Buyer cannot return services.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Evaluate using SWOT Analysis

STRENGTHS WEAKNESSES

OBJECTIVES THREATS

Jeff Salmon, Professional Surveyor, January, 2008

MARKETING YOUR COMPANY’S TALENTS

INFORMATION WITHOUT

IMPLEMENTATION

IS USELESS !!!!!

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Two goals to services marketing:

Obtain New Clients

Retain Existing Clients 12-16% of cost of new

MARKETING YOUR COMPANY’S TALENTS

Pay attention to expand – Ignore to decrease

If you want tomorrow to belong to you, you must do something today.

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

You must use client feedback…… As much as you may not want to.

Use at the end of a small project or in the middle of a large project

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

To get feedback, ask the right questions. 1.  Begin with end in mind

Ask questions to create actionable data.

2.  Be Concise Create four minute surveys

3.  Be Systematic Connect numeric feedback to combine and track

Mike Phillips @ designfacilitator.com

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

4.  Be Professional Make surveys comfortable and intuitive

5. Be Strategic Package feedback into helpful reports

6.  Create Automatic Processes Design system for instant issue alerts.

Mike Phillips @ designfacilitator.com Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

Think Outside the Box

Not “This is what we do”

But “What do you need to have done”

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

“None of us as smart as all of us” Jeff Salmon

Brainstorming

A structured method of team-based problem solving

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

MARKETING YOUR COMPANY’S TALENTS

4 Main Concepts For Brainstorming

•  Focus on quantity •  Withhold criticism or judgement •  “Crazy” ideas are welcome •  Combine and improve ideas

Jeff Salmon, Professional Surveyor, January, 2008

Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.