Marketing A Service Business

Profitkoach Business Growth Specialist

Win More Clients Now!Launch Yourself Into Marketing…

Get More Clients Now!

Business Coach & Consultant for 12 years

Member of International Coaching Federation

Certified Business Coach

Facilitator of Marketing Programs

Your Presenter - Brian Bijdeveldt

Session Outline

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

Some Preliminaries


Hunter Or Farmer?


• 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).

Four Areas Of Focus


•First impression of the businessImage, brand, customer service, phone call, sales, etc. •Focus on the BenefitsWhat emotional feelings is your product or service going to offer to your customer. •Problem SolvingCustomer needs •RelationshipsPeople will buy from those whom they like, know and trust.

The Critical Systems Of Your Business


Marketing

Sales (Follow Up!)Operations

Referrals

Back end

The War Of Attrition


• 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.

ZOHO - Free CRM


How Much Is A Client Worth?


• Work out the LVC • Average sale $100x4x3years

= $1200• Helps to set marketing spend

(Say $50 to get a $1200 client)

Your Target Market


Focus On Your Target Market


• 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)

Your Client Persona


PAIN fears, frustrations, obstacles

GAINwants/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

Focus On Your Target Market


• Demographics (age, sex, finances)

• Geographic's (where do they live?)

• Psychographics (clubs/affiliations)

• MAIN• Money• Authority• Immediacy• Need

Effective Marketing Strategies




• 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?



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

Database Marketing

• 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


Referral Wheel


Your Business

Partner 4

Partner 3

Partner2

Partner 1

100 Clients

200 Clients 200 Clients

100 Clients400 Clients

900 potential extra leads

Referral Partners Example


• Dynamic Developments• Building Renovation company • Landscape Designer/Gardener• Interior Decorator• Architects• Other Trades

Referral Partners


How To Reward Referral Partners:

• Sales Commissions• Free Services• Special Gifts• Free Publicity• More Referrals

How Do You Find JV Partners?

• 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


How Can JVs Be Used?

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


Building Company & Landscaper


• 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.

Building Company & Landscaper


• 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.

Bookkeeper


• 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…

Fishing Trip Business


• 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.

Social Media

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

Social Media Tool – Hootsuite.com


The Marketing Cycle



You are always moving leads to presentation/saleProspects (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 upYour initial task – widen the funnel!

The Four Quadrants Of The Cycle


Filling The Pipeline

Following Up

Getting Presentations

Closing The Sale

Where Do I Focus?

Where Am I Stuck?

Where Are You Stuck?


Filling The Pipeline


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?

Following Up


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?

Getting Presentations


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?

Closing Sales


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?

Where Are You Stuck?


Filling the Pipeline – knowing enough people to contactFollowing Up – contacting the people you already knowGetting Presentations – getting from follow-up to presentationClosing Sales – getting from presentation to saleIt’s important to know before you…..set goals.

Goals & Setting Targets


Goals & Setting Targets


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…

Goals & Targets

Build A Simple One Page Marketing Plan


What’s In A Marketing Plan?


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)

What’s Missing?


Select Strategies


Which strategies will you select?

• Direct Contact & Follow up• Networking & Referral• Public Speaking• Writing & Publicity• Promotions• Advertising

Choose 2 – 4 (> 4 too many)

Select Strategies


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

Select Tactics

See example plan…

One Page Marketing Plan

The One Page Marketing Plan

• 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

Do You Have A Back End?


Do You Have A Back End?


• More products• High level service offerings• Up sells, cross sells, down

sells• May be commission based –

complimentary services

Ascension Model (Back End)

Low level service/product

Upgrade to existing service

New / associated service

Higher end services and product offerings

Doesn’t have to be your own product/service….

“Lower risk to ease decision making”

Differing price points

$

$

$

$ $


(Back End)

Client retention should be addressed in your Marketing Plan….


Your Business With Customer Retention& Database marketing

Your Business after attrition due to no follow up or d/b marketing

Summary


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?

Resources

• PowerPoint Presentation (PDF)

• 100 Lead Generation strategies (PDF)

• 5 Levers Of Business Growth (PDF)

Available through the following link.


• 50 Conversion Strategies (PDF)