Transcript Marketing Presentation

Marketing
David Rosebrook CR
Overview
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Creating a sales based culture
Who markets our services
Roles and responsibilities
Exercises
Recap
Company Culture
 What culture does your company have?
 Production culture
 Internal focus
 Production driven
 Order taker
 “It will be three to four
weeks”
Company Culture
 Sales culture
 Outward focus
 Customer driven
 Sales push your
company forward
 “Yes we can do it!”
The Question
How do we get everyone in the company
focused on getting new clients and
keeping them?
Creating a Sales Based Culture
 Make marketing a daily activity for all
managers
 Measure and celebrate sales success
 Set and communicate sales goals
 What have you sold today?
 Company meetings
 Support from the top
 Celebration, challenges and Fun
Who Can Market?
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Owner / operator
Marketing representative
Project managers
Office staff
Field staff
Vendors
As an Owner What Role do You Play?
 Sales attitude
 High level marketing
 Always control your accounts
 Yearly visit regarding customer service program
 Pre – storm season meeting
 Community service
 Service groups
 Speak at functions
 Management by walking around (MBWA)
 Larger jobs
 Find things we are doing right and celebrate them
What is the marketing divisions role”?
 The marketing divisions role
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Route marketing
Open doors
Events and conventions
Participate in clubs and organizations
Website
Advertising
Do estimators market?
 Build and maintain relationships
¹It is estimated that 50% of sales are made
because of a friendship
 555 Plan
This plan is designed to take a new estimator/PM over
the $1,000,000 mark. It takes persistence without
becoming a pain.
555 Plan
 Each day use every opportunity that presents itself to speak with
5 new or existing clients. This could be to discuss a current job,
an estimate, an invoice or simply what’s up call. Always
remember to ask for a little business before completing the call.
 The key is to try and make all calls after 2-3pm. When claims
people receive assignments late in the day they like to pass them
on and then deal with them the next day. We need to be the
company they can pass things on to.
 Every Friday call 5 adjusters, property managers, agents or
brokers etc. late in the day announcing you are carrying the on
call pager. Assure them you can look after emergency’s so they
can attend to family commitments and you can get together on
Monday.
 Set a Goal - 5 New Jobs each week
Ken Tucker ELCTraining – The Marketing Team
How can the office staff help in marketing?
 Answering the phone
 ²Smile, your smile comes through in you voice
 Follow-up
 Routine calls after initial loss to check quality and
accuracy
 Communication
We work in the field we can’t market?
 Quality product
 Our number one asset
 We are on a stage
Service is the lifeblood
of any organization.
Everything flows from it
and is nourished by it.
Customer service is
not a department…
it’s an attitude
³Sam Parker and Mac Anderson
Can our vendors market for us?
 Create incentives for referrals
Exercise One
 “That’s great, but who do we market to?”
Agents
Adjusters
Plumbers
Homeowners
???????
Exercise two
 “Ok, now I know who I am marketing to
but what do I do?”
Create a marketing strategy or plan for two or three of
the contacts discussed in exercise one
Exercise three
 Out of the box thinking
Think of a market segment or group that has not been
marketed to
Recap
 Culture
 Players
 Responsibilities
References
 ¹Gitomer, Jeffrey. The Little Red Book of Sales Answers New
Jersey: Prentice Hall 2007.
 ²Carnegie, Dale. How to Win Friends & Influence People New
York: Simon and Schuster Inc. 1981.
 ³Parker, Sam, Anderson, Mac. 212° the extra degree Illinoise:
Simple Truths 2006.