RLI PROFESSIONAL SERVICES GROUP LEARNING EVENT PSGLE … · • Study techniques to increase...

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RLI PROFESSIONAL SERVICES GROUP LEARNING EVENT PSGLE 103 Marke&ng and Selling Professional Services

Transcript of RLI PROFESSIONAL SERVICES GROUP LEARNING EVENT PSGLE … · • Study techniques to increase...

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RLI PROFESSIONAL SERVICES GROUP LEARNING EVENT

PSGLE 103

Marke&ng  and  Selling    Professional  Services  

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Copyright Materials

This presentation is protected by US and

international copyright laws. Reproduction, distribution, display and use of the

presentation without written permission of the speaker is prohibited.

© RLI Professional Services Group

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Course Description

Strategies for growing and selling have changed.

Technology allows all of us to brand ourselves and

build upon our networks, which leads to

more exposure and more contacts.

Marketing and selling ourselves and our services can either be

an endless state of activity or create defined tiers of productivity.

By creating opportunities to demonstrate our expertise,

we build trust with potential clients –

setting the stage for more successful sales.

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Marketing and Sales

→ Work together to identify the right people who need your service → Your expertise IS your brand

Marke&ng  skills  develop  the  rela&onship  

Sales  skills  build  the  rela&onship  and  qualify  the  prospect  

Structure  builds  interest  and  defines  go/no-­‐go  decisions  

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Expected Results •  Greater success overall •  Recognize your value •  Prospects seek you out •  Clearer decisions to drop certain prospects •  Increase your sales closure rate

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Learning Objectives

Participants in today’s session will: •  Learn strategies for promoting expertise. •  Gain an understanding of how to use these strategies to

further develop business relationships. •  Study techniques to increase recognition in your field. •  Develop alliances to strengthen positioning. •  Discover when to turn away from prospects.

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Where Have We Been? In the past, we may have…

•  Bought databases; •  Mailed to prospects; and •  Waited for calls.

Is your process still similar?

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How Does It Really Work? Customers drive the sale, so… •  Select your bait; •  Manage price-driven

prospects; •  Determine how far you’re

willing to go; and •  Seek commitment!

Sales  Cycle  

Know  

Like  

Trust  

Try  Buy  

Repeat  

Refer  

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Skills  • What  is  your  nego&a&on  strategy?  

• What  is  the  learning  roadmap  to  get  you  there?  

Staff  • What  support  do  you  need?  • What  is  your  staff  comfort  level  with  the  process?  

Structure  •  How  accountable  is  everyone?  

•  How  does  it  play  a  part  in  staff  growth?  

Strategy  • Where  do  you  want  to  be?  •  How  will  you  get  there?  

Differentiators in the Sales Process

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Make Your Skills Work For You Incorporate online opportunities and social media marketing

•  – B2B •  – B2C •  , others …others? •  Blogs – Demonstrate your expertise •  Email – Touch prospects and clients frequently

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Demonstrate Expertise on

Build  your  network  

Consider  a  company  LinkedIn  page  

Develop  your  personal  profile  Title     Summary   Skills  &  Exper&se  

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Sample Profile

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Sample Profile

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Consider Other Online Opportunities

-­‐Develop  a  company  page  -­‐Add  products,  photos,  and  links  

-­‐  Conduct  research  -­‐  Send  or  receive  informa&on  quickly  

-­‐  Create  a  visual  feast  -­‐  Promote  visual  components  to  services  

→ Respond to inquiries → Let prospects get to know you better

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“Multiply” Your Presence

Make  connec&ons  

Build  on  them  

Understand  search  func&ons  

Pay  aSen&on  to  analy&cs  

Determine  your  overall  social  media  strategy  

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Promote Your Expertise

•  Share articles you write •  Post links to other articles •  Add slide presentations •  Highlight projects

•  Provide URLs •  Feature awards and rankings •  Add photos that demonstrate

your value

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Why Create A Social Media Strategy?

•  Who do you wish to reach? •  What do those people want to achieve? •  When should you interact with those people? •  Where should you interact with them? •  Why should you engage with those people? •  How can you really help them and make a difference?

Answer these questions:

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Start Putting It All Together

Attract and build your connections

Develop your prospects

Engage your prospects

Conduct sales-focused conversations

Initiate personal touches

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Make Social Media Work For You

•  Join groups •  Create curiosity - Who’s looking at you? •  Validate your expertise •  Search for connections •  Share successes

Here’s looking at you, kid…

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Add a Blog

Do I Need A Blog?

•  Who’s going to read it? •  What my blog’s purpose? •  What content can I incorporate? •  How does my blog increase search engine optimization? •  What else can I use my blog content for?

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Effective Email Marketing •  How do you like to receive information?

•  Email is one good way to “nurture” your prospects.

•  May be the most effective marketing tool you can use, but

•  Be sure to do it right!

•  Use a quality provider like:

•  Constant Contact;

•  iContact; or

•  MailChimp.

•  CAN-SPAM Act – Play by the email marketing rules.

•  Monitor content quality:

•  Don’t sell. Inform.

•  Consider including more than one topic.

•  Review Analytics – your prospects give you clues!

•  Offer newsletter sign-up.

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Follow the Sales Path

Will my prospects follow my strategy?

•  Start with an inquiry •  Anticipate the search process •  Provide recommendations •  Offer more information •  Make the commitment

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Make a Commitment to Succeed

Important steps in developing your sales plan:

q  Develop/improve your lead management system. q  Record your data. q  Back up your system. q  Enforce your budget. q  Track your time. q  Measure your ROI.

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Keep the Commitment Further considerations…

•  Once a prospect is identified, strategically build rapport and trust.

•  Determine how many steps prospects should take before you approach them to close a sale.

•  Make one of the following decisions:

•  Indicate your willingness to work together; or

•  Tell the prospect that you need a commitment to move forward.

•  Trust your instincts when those steps are exhausted.

•  Exercise consistency – reach out to prospects and former clients regularly.

•  Use email marketing to:

•  Educate and inform prospects; and

•  Remind them of your services.

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“Painless” (or perhaps just “less painful”) Sales

•  Pursue quality referrals •  Gain recognition of your expertise •  Work with people you trust •  Network effectively

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This concludes the Professional Services Group Learning Event

Laurel Tenuto, Client Risk Management Coordinator [email protected]

Barbara Sable, Director, Professional Enterprise Risk Solutions

[email protected]

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THANK YOU!