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10 Powerful Strategies to Attract More Ideal Customers…
Welcome…• Relax• Enjoy – eat, drink, connect,• Be Open – take notes, ask how?• Respect – phones• Participate – share• Contribute & Win…• Link to slides –
slideshare.net/tradeinsights
Who is PROTRADE United?We believe in a united effort and collective knowledge to help you find an even better way to run your business…
Trade specific solutions in…• Strategy – income, cash flow, profit, team
development• Accounting – financially well organised, minimise
tax, • Marketing – online & offline• System Integration – streamline IP into the cloud
& protected
Why PROTRADE United?Ultimately for 3 reasons…
1. To give you the luxury of an unhurried life
2. To raise the standards of trades and related service businesses around Australia
3. Decrease the anxiety and depression related deaths amongst trades
Some of our clients…
Top 7 Key Frustrations for Many Trade Businesses…1. Working too hard for little/no remuneration2. Working under too much stress/pressure3. Too much time in the business – missing out
on family and lifestyle4. Staff issues5. Inconsistent work/jobs6. Chronic cash flow7. Constantly chasing their tail – no let up!
Over the lifetime of a business…• Only 39% are profitable• 30% break even• 31% lose money
• It now cost 3.5 x more in 2016 than it did 20 years ago to reach prospective buyers
• It now takes 8 attempts to reach a prospective buyer compared to 4 attempts 20 years ago
• Therefore ½ the results from previous same efforts are common
The data shows…
Today…Take home…
1. Tools to attract (not chase) your ideal customer
2. Ways to increase marketing R.O.I.3. Game Plan to implement these tools4. Use real examples
Challenges…
Does it get any easier?
Don’t wish it was easier. Wish you were better.
Jim Rohn…
Adapt the ideas…To suit your business and target customer…
Your own economy…
Psychology vs. Skills/Ability
Are you prepared to change?
Change…are you up for it?
Earning potential with your hands?
$000’s
Earning potential with your head?
$000,000’s
Default vs. Design
Marketing isn’t everything, however…
What has been valuable?
Need a recipe…
Need a recipe…Ingredients…
1. Key TARGET Customer2. Be DIFFERENT - (Brand Promise)3. Create world class PERCEPTION
(Attract)4. Brand CONSISTENCY5. Know your ACA and ROI 6. Know your GAME PLAN (and numbers)
Think FISHING…
Who is the ‘target’ customer?
Who is the ‘target’ customer?
Who is the ‘target’ customer?
Dream
Client
Profitable
Pay
PleasurePartner
Pathway
Better is NOT Better!
DIFFERENT is Better
What is your BRAND PROMISE?
1.Emotional Benefit
2.Functional Benefit
3.Financial Benefit
Create great PERCEPTION…
Perception = Reality
Brand CONSISTNECY
BRAND Touchpoints• Email Address• Phone Number• Voice Mail• Uniform• Stationery• Signage• Website• Vehicle
Cleanliness
Know your numbers…1.Allowable Cost of Acquisition2.Return on Investment - $, time,
energy3.How many LEADS do you require?
Know your numbers…Profit Target - $150,00 @ 15% Revenue Target = $1,000,000 Average Job Value = $20,000 means 50 jobsConversion Rate of 50% means
# Leads required = 100
Create the GAME PLAN
What has been valuable?
Need a recipe…Ingredients…
1. Key TARGET Customer2. Be DIFFERENT - (Brand Promise)3. Create world class PERCEPTION
(Attract)4. Brand CONSISTENCY5. Know your ACA and ROI6. Know your GAME PLAN (and numbers)
Need a recipe…Method…1. HISTORY tells a story 2. Build CREDIBILTY– collateral, expertise,
educate3. WEBSITE/Online – what do I need?4. LOCAL Area Marketing (L.A.M)5. GRATITUDE Marketing6. Strategic PARTNERS/REFERRALS7. Build your TOP 25 & CONNECT
HISTORY tells a story
Build CREDIBILITY…
WEBSITE/Online…
Local Area Marketing
GRATITUDE Marketing
STRATEGIC Partners/REFERRAL
TOP 25 CONNECTING
What has been valuable?
What ACTION will you take?
It’s interesting you know…Most of business owners will…• Hear what we say,• Understand it
intellectually,• Agree with all the
principles,• Get excited about what’s
possible• KNOW that it is the thing
they should do, yet…
Do nothing!What gets in the way…
LIFE!
Which leads to?
Your opportunity to get clearComplimentary Strategy Session• Where you are• Where you want to
be • The Game Plan to
get your there…
Participant or Spectator…?
