An IMPORTANT Message To All Tradesmen Who Want To Make

More Money!

By Annette Welsford• Marketing Consultant• 30 Years Marketing Experience• Masters Degree in Marketing• 45 online businesses• Successful Author• Marketing Coach

How To Make More Money During a Recession

Principles remain the same whether there’s a recession on or not.

• Have excellent marketing, sales and customer service systems

• Be competitive

How Do You Become More Competitive?

• Reduce prices?

• Work more hours?

• Cut costs?

• Offer more services?

• Enter new market segments?

• Become Marketing Savvy

Maybe

Maybe

Maybe

Definitely!

7 Steps to Business Success

1. Plan Your Success2. Know Everything3. Specialise4. Understand your market5. Be different6. Get Marketing7. Measure and Systemise

1. Plan Your Success

NOW

HOW

WHERE

2. Know EverythingDO A SWOT ANALYSIS ON YOUR BUSINESS

• Competitor’s Strengths (and yours)

• Competitor’s Weaknesses (and yours)

• Market Opportunities

• Market Threats

3. Specialise• Become an “expert” in a niche

• Capture 80% small market rather than 2% of large market

• Provide differentiation from competitors

• = Charge more

4. Understand Your Market

• What do they want?

• What do they hate?

• What are their issues?

• How do they choose?

• What other opportunities do they have for you?

5. Be Different• Train your staff to provide a wonderful

experience

Attitude, grooming, tidiness, cheerfulness

• Provide services when people need them

• Offer more value – really help them

• Provide a guarantee – reduce risk

6. Get Marketing1. Develop your brand and offer

2. Generate a regular stream of new enquiries

3. Create professional quotes/tenders

4. Follow up – then follow up

5. Build trust to get repeat business

6. Build loyalty to generate referrals

7. Offer more products/services

Marketing Strategy 1 Review Your Brand and

Offer • Your business name and tagline

• Your logo

• Brand implementation

Marketing Strategy 2 Attract New business

(Domestic example)

• Local paper ads

• Free publicity

• Neighbour bags

• Website enquiries

• True Local and other directory listings

Use Effective Copywriting• Plan the ad’s objective

• Attract Attention - Benefit Headline

• Engage Reader - Use Emotion

• Differentiate – Why are you different

• Reduce Risk - Provide proof

• Tell them what you’re going to do – step by step

• Invite Response – phone, email, website, address

At Last! A Carpet Layer Who Vacuums!

Local paper ad – low cost

Electrical faults start over 2,000 house fires in Australia every year

Make sure it doesn’t happen to you.

Electrical experts Bright Sparks have released the following safety tips to help home owners in Cairns to reduce the risk of fire.

1. Check ……………………………

2. Check …………………….

Call Bright Sparks for a free fire safety fridge magnet and keep your home safe from fire

Generate PublicityNewspaper Article - Free

Website Enquiries

• 90% people search for products and services online

• What makes a good website?

• Your sales tool

• Strong offer and differentiation

• Lots of value – information, problem solving, bonuses, testimonials,

• Fresh content

• Call to action - easy to respond

Web Enquiries

Build Customer Focused Website

Web Enquiries

Market Your Website

Online Directories

- www.yellowpages.com.au

- www.truelocal.com.au

- www.tradeconnect.com.au

- www.smartbuild.com.au

Marketing Your WebsiteGoogle Advertising

Marketing Strategy 3 Provide professional

quote/tender1. Research - with list of questions to ask

2. Use a well written typed quote template

Deliver the benefits

Ask for the business

Provide a bonus

Provide proof

2. Get initial help with preparing professional tenders

Marketing Strategy 4 Follow Up

1. Contact within 48 hours - by phone, email, in person

2. Overcome objections

3. If unsuccessful – find out why

4. Learn from failure and improve

5. Stay in touch – send a thankyou card

6. Stay in touch – other products, special offers, newsletter, events

7. Don’t give up till they tell you not to contact again

Marketing Strategy 5 Build trust & repeat business

1. Ask for satisfaction rating and publish results

leave short survey or reply envelope

or follow up with phone call

2. Get Testimonials

3. Send maintenance/ safety check reminder card

4. Send details of other products and services

5. Run training courses

Marketing Strategy 6 Build loyalty

Send customer appreciation card

Earn referrals – quality, service

Ask for referrals - cards

Reward for referrals

Implement referral system

Marketing Strategy 7 Generate Referrals

(Average of 5-7 contacts to secure business)

Newsletters, emails, cards

Other products and services

Training courses

Marketing Strategy 8 Stay In Touch

Measure effectiveness

Beat the control

Involve your team

Reward your team

Maintain training and personal development

Grow your profits

Measure, Learn, Involve, Improve

Become Marketing Savvy

Marketing is the only business function which generates money

Everything else is a cost

Learn it, implement it and prosper

Join Tradie Marketing SecretsA Mentoring Program and Marketing Service

Designed Specially for Tradespeople

Join Tradie Marketing Secrets1. Weekly eclasses emailed to you – with detailed training in

marketing campaigns you can implement now

2. Videos showing you how to do things yourself – emails, websites, internet marketing, customer research, customer management systems

3. Professional critique of your marketing collateral

4. Access to discount web design, hosting and graphic design services

5. Access to our list of cheap outsource resources

Join Tradie Marketing Secrets 6. Templates you can adapt and use in your own

business - ads, letters, quotes, flyers,

7. Teleseminar training every month

8. Interviews with successful trade business owners

9. Discount or free tickets to advanced marketing, internet and wealth creation workshops

$2388 in Bonuses Bonus 1 - Two tickets to the life changing Mental Toolbox Workshop by Paul Blackburn (valued at $1997)

Bonus 2 – Analysis of Your Financial Personality Profile (valued at $300)

Bonus 3 – Investing in You ebook on success tactics (valued at $47)

Bonus 4 - Commonsense Referral Marketing" ebook – how to get a constant stream of referrals. (valued at $47)

Join Tradie Marketing Secrets

For Only $97 per month

To ensure your business survives and grows

www.commonsensemarketing.com.au/tradies

Tradie Marketing Secrets Remember :

It’s the best Marketer who always wins business . . .

Not the best tradie!

www.commonsensemarketing.com.au/tradies