PADGPresentation1
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The document discusses moving professional services businesses away from a "disease of sameness" marketing approach to one that magnetically attracts customers. It advocates targeting customers through marketing processes like email sequences and content that educate prospects and make compelling offers. The key is to position the business as the solution to customers' problems by differentiating on the marketing experience rather than just quality or price. Referrals from happy clients are also emphasized as the quickest way to double business without spending much.
PADGPresentation1
- 1. Moving from a Disease of Sameness to Magnetically Attracting Customers in the Professional Services Industry Prepared for The Parramatta Accountants Discussion Group Presented by Alistair Gray - Boost Your Profit
- 4. The disease of Sameness 14/07/2014 www.BoostYourProfit.com.au 4
- 6. Examples Business Cards Newsletters Web sites Product 14/07/2014 www.BoostYourProfit.com.au 6
- 7. Being magnetic means Aligning with conversations Getting attention Moving from mass to targeted Knowing who you want Selling FREE 14/07/2014 www.BoostYourProfit.com.au 7
- 8. Being magnetic means Knowing the Life Time Value Creating a personality Being seen as having the solutions Marketing Process Setting Sand Traps 14/07/2014 www.BoostYourProfit.com.au 8
- 9. The common approach How can I be seen by the largest number of people, at the cheapest cost? Branding, identity, product awareness, Buzz & excitement 14/07/2014 www.BoostYourProfit.com.au 9
- 10. The problem Too much money is being spent reaching people who Can not, or will not buy Massive Waste Broadcasting not Targeting 14/07/2014 www.BoostYourProfit.com.au 10
- 11. First key message Target 14/07/2014 www.BoostYourProfit.com.au 11
- 12. And when they respond Recognise their interest Trap their information Put them into a marketing process Ask them to buy Create add on sales opportunities Ask for referrals 14/07/2014 www.BoostYourProfit.com.au 12
- 13. How do you stand out? 14/07/2014 www.BoostYourProfit.com.au 13
- 14. Key question Why should I do business with you, as against your competitors, or doing it myself? 14/07/2014 www.BoostYourProfit.com.au 14
- 15. The bad news Everyone says Our quality is better Our service is better Potential customers cant measure this 14/07/2014 www.BoostYourProfit.com.au 15
- 16. Creating differentiation Price Product differences Relationships Marketing process 14/07/2014 www.BoostYourProfit.com.au 16
- 17. Creating differentiation by marketing process How they feel about you is more important in terms of long term value than the reality of the offering Very difficult to compare You cant split test 14/07/2014 www.BoostYourProfit.com.au 17
- 18. Creating differentiation by marketing process The biggest thing that controls how customers feel is how they were sold Customers buy on emotion and justify on logic 14/07/2014 www.BoostYourProfit.com.au 18
- 19. Creating differentiation by marketing process We move from selling against resistance, and related time wasting to customers who- Are pre-educated Better prepared to accept your ideas More likely to do what you want See you as the expert 14/07/2014 www.BoostYourProfit.com.au 19
- 20. Set up a marketing process 14/07/2014 www.BoostYourProfit.com.au 20 Entry Point Request Report, DVD, Audio, Video, Newsletter, Register for Event, Telephone Inquiry, Personal Meeting Create a communication sequence Email sequence E- Lessons Post card series Letter series Checklists, Articles, Reports, Videos Events, Webinars, Etc Personal contact Newsletter Goal New Customer Always have an offer with each sequence
- 21. Second key message Process 14/07/2014 www.BoostYourProfit.com.au 21
- 22. Create an Irresistible offer Must be very compelling Focus on selling the solution to a problem not you Think WIFM Make it targeted and specific Know your numbers Be prepared to buy the right client 14/07/2014 www.BoostYourProfit.com.au 22
- 23. Making your offer compelling Before After 14/07/2014 www.BoostYourProfit.com.au 23
- 24. Third key message Offer 14/07/2014 www.BoostYourProfit.com.au 24
- 25. Only 3 ways to fail Wrong prospect Poor process Unappealing offer 14/07/2014 www.BoostYourProfit.com.au 25
- 26. Big Tip! The quickest way to double your practice income without spending a heap of cash! 14/07/2014 www.BoostYourProfit.com.au 26
- 27. The quickest way to double you business, is to get each client, or customer to refer a new customer to you 14/07/2014 www.BoostYourProfit.com.au 27 Referrals Lowers marketing costs Often FREE More disposed to buy Less price resistance More likely to refer
- 28. Referrals Getting referrals and recommendations from your clients is about turning them into story tellers about their experiences with you Dan Kennedy 14/07/2014 www.BoostYourProfit.com.au 28
- 29. Make Referrals a primary focus Priority Accountability Measurement Ask Be referable Create systems 14/07/2014 www.BoostYourProfit.com.au 29
- 30. Want a copy of the slides Give me you business card, Send me an email, moreprofit@BoostYourProfit.com.au Connect on LinkedIn & request slides. And there is more 14/07/2014 www.BoostYourProfit.com.au 30
- 31. 2 FREE Reports "How to Get Far More Accomplished in a Lot Less Time... 113 Tips and Tricks To Help Boost Productivity and Overcome Procrastination The 3 Biggest Lead Generation Mistakes Small Businesses MakeAnd How To Overcome Them All 14/07/2014 www.BoostYourProfit.com.au 31
- 33. Alistair Gray Boost Your Profit More Focus, More Time, More Profit PO Box 3044 North Strathfield NSW 2137 alistair@BoostYourProfit.com.au 1300 654 252 14/07/2014 www.BoostYourProfit.com.au 33