Moving from a “Disease of Sameness” to Magnetically Attracting Customers in the Professional Services Industry Prepared for The Parramatta Accountant’s Discussion Group Presented by Alistair Gray - Boost Your Profit
Moving from a “Disease of Sameness”
to Magnetically Attracting Customers
in the Professional Services Industry
Prepared for The Parramatta Accountant’s Discussion Group
Presented by
Alistair Gray - Boost Your Profit
Examples…
• Business Cards
• Newsletters
• Web sites
• Product
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Being magnetic means…
• Aligning with conversations
• Getting attention
• Moving from mass to targeted
• Knowing who you want
• Selling “FREE”
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Being magnetic means…
• Knowing the Life Time Value
• Creating a personality
• Being seen as having the solutions
• Marketing Process
• Setting “Sand Traps”
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The common approach…
• How can I be seen by the largest number of people, at the cheapest cost?
Branding, identity, product awareness,
Buzz & excitement
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The problem…
Too much money is being spent reaching people who…
Can not, or will not buy
Massive Waste
Broadcasting not Targeting
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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
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Key question…
Why should I do business with you, as against your competitors, or
doing it myself?
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The bad news…
Everyone says
“Our quality is better”
“Our service is better”
Potential customers can’t measure this
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Creating differentiation…
• Price
• Product differences
• Relationships
• Marketing process
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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 can’t split test
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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”
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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
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Set up a marketing process…
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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
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
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Only 3 ways to fail …
• Wrong prospect
• Poor process
• Unappealing offer
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Big Tip! The quickest way to
double your
practice income
without spending a
heap of cash!
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The quickest way to double you business, is to get each client, or customer to refer a new customer to you
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Referrals…
• Lowers marketing costs… Often FREE • More disposed to buy • Less price resistance • More likely to refer
Referrals
“Getting referrals and recommendations from your clients is about
turning them into story tellers
about
their experiences with you”
Dan Kennedy
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Make Referrals a primary focus…
• Priority
• Accountability
• Measurement
• Ask
• Be referable
• Create systems
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Want a copy of the slides…
Give me you business card,
Send me an email,
Connect on LinkedIn & request slides.
And there is more…
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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 Make…And How To Overcome Them All”
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Alistair Gray
Boost Your Profit More Focus, More Time, More Profit
PO Box 3044
North Strathfield NSW 2137
1300 654 252
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