PADGPresentation1

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

Today…

14/07/2014 www.BoostYourProfit.com.au 2

The disease of Sameness…


Examples…

• Business Cards

• Newsletters

• Web sites

• Product


Being magnetic means…

• Aligning with conversations

• Getting attention

• Moving from mass to targeted

• Knowing who you want

• Selling “FREE”


Being magnetic means…

• Knowing the Life Time Value

• Creating a personality

• Being seen as having the solutions

• Marketing Process

• Setting “Sand Traps”


The common approach…

• How can I be seen by the largest number of people, at the cheapest cost?

Branding, identity, product awareness,

Buzz & excitement


The problem…

Too much money is being spent reaching people who…

Can not, or will not buy

Massive Waste

Broadcasting not Targeting


First key message… Target


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


How do you stand out?


Key question…

Why should I do business with you, as against your competitors, or

doing it myself?


The bad news…

Everyone says

“Our quality is better”

“Our service is better”

Potential customers can’t measure this


Creating differentiation…

• Price

• Product differences

• Relationships

• Marketing process


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



• The biggest thing that controls how customers feel is how they were sold

“Customers buy on emotion and justify on logic”



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


Set up a marketing process…


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

Second key message… Process


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


Making your offer compelling…

Before After


Third key message… Offer


Only 3 ways to fail …

• Wrong prospect

• Poor process

• Unappealing offer


Big Tip! The quickest way to

double your

practice income

without spending a

heap of cash!


The quickest way to double you business, is to get each client, or customer to refer a new customer to you


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


Make Referrals a primary focus…

• Priority

• Accountability

• Measurement

• Ask

• Be referable

• Create systems


Want a copy of the slides…

Give me you business card,

Send me an email,

[email protected]

Connect on LinkedIn & request slides.

And there is more…


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”


QUESTIONS


Alistair Gray

Boost Your Profit More Focus, More Time, More Profit

PO Box 3044

North Strathfield NSW 2137

[email protected]

1300 654 252


PADGPresentation1

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