Ken Tucker BSc MBACEO DKI Canada, Business Mentors Consultant

Marketing Transition…Become a ROCK STAR!

OverviewOverview

►Creating a sales based cultureCreating a sales based culture►Who markets our services…” The Who markets our services…” The

Team ”Team ”►Roles and responsibilitiesRoles and responsibilities►ExercisesExercises►RecapRecap

Reality Check…It’s Reality Check…It’s Challenging Out There!Challenging Out There!

1.1. Adversarial relationship with Insurance Companies…RFP’s, Adversarial relationship with Insurance Companies…RFP’s, KPI’s, ProgramsKPI’s, Programs

2.2. More & bigger, stronger competitionMore & bigger, stronger competition

3.3. Margin Pressure…10&2, 0&0Margin Pressure…10&2, 0&0

4.4. Increasing complexityIncreasing complexity

5.5. Attracting and keeping good staffAttracting and keeping good staff

The Beginning of Wisdom is the Recognition of Reality!The Beginning of Wisdom is the Recognition of Reality!Donald CooperDonald Cooper

One Key to Success…One Key to Success…Persistance CPR!Persistance CPR!

►Persist through failures…Persist through failures…Failing Failing Forward!Forward! Mistakes into Stepping Stones!Mistakes into Stepping Stones!

►Persit Through the Persit Through the C.R.A.PC.R.A.P CCriticismriticism RRejectionejection AAssholesssholes PPressureressure

Company CultureCompany Culture

►What culture does your company What culture does your company have?have? Production cultureProduction culture

►Internal focusInternal focus►Production drivenProduction driven►Order takerOrder taker►““It will be three to fourIt will be three to four

weeks”weeks”

Company CultureCompany Culture

►Sales cultureSales culture Outward focusOutward focus Customer drivenCustomer driven Sales push your Sales push your

company forwardcompany forward ““Yes we can do it!”Yes we can do it!”

The QuestionThe Question

How do we get everyone in the How do we get everyone in the company focused on getting new company focused on getting new clients and keeping them?clients and keeping them?

Creating a Sales Based Creating a Sales Based CultureCulture

► Make marketing a daily activity for everyone in Make marketing a daily activity for everyone in the company including vendors!the company including vendors!

► Measure and celebrate sales successMeasure and celebrate sales success► Set and communicate sales goalsSet and communicate sales goals► What have you sold today?What have you sold today?► Company meetingsCompany meetings► Support from the topSupport from the top► Celebration, challenges and FunCelebration, challenges and Fun

HOW MUCH TIME DO YOU SPEND ON THESE HOW MUCH TIME DO YOU SPEND ON THESE THINGS!THINGS!

The 2012 SurveyThe 2012 Survey

144 USA 28 Canadian 144 USA 28 Canadian ParticipantsParticipants

TOP PerformersTOP Performers

CriteriaCriteria► Top 10 in Net Income Top 10 in Net Income

%%► Includes both USA & Includes both USA &

CanadaCanada

ResultsResults► 225% Greater Sales225% Greater Sales► 2% Greater GP2% Greater GP► UP to 5% Higher Cost UP to 5% Higher Cost

of Personnelof Personnel► 1% Less in Advertising1% Less in Advertising► Pre Tax Income 12.6%Pre Tax Income 12.6%► Sales Productivity $2.1 Sales Productivity $2.1

MillionMillion

SO Often the Best is Often the Best Kept Secret! Donald Cooper

Your Marketing DepatmentYour Marketing DepatmentWho Can Market?Who Can Market?

►Owner / operator - ? Sales ManagerOwner / operator - ? Sales Manager►Marketing representative – ? Sales Marketing representative – ? Sales

ManagerManager►Project managersProject managers►Office staffOffice staff►Field staffField staff►VendorsVendors►Past CustomersPast Customers

As an Owner What Role do As an Owner What Role do You Play?You Play?

► Sales attitude – Committed to the PROGRAM!Sales attitude – Committed to the PROGRAM!► If The Sales Manager…If The Sales Manager…

High level marketingHigh level marketing Always control your accountsAlways control your accounts

► Yearly visit regarding customer service programYearly visit regarding customer service program Pre – storm season meetingPre – storm season meeting

► Community service Community service Service groupsService groups Speak at functions – become the Expert!Speak at functions – become the Expert!

► Management by walking around (MBWA) Management by walking around (MBWA) Larger jobsLarger jobs Find things we are doing right and celebrate themFind things we are doing right and celebrate them

10 Things You Can Do to Become a Rock 10 Things You Can Do to Become a Rock Star Sales Manager !Star Sales Manager !

1.1. Care about your Salespeople!Care about your Salespeople!2.2. Learn to Coach: “If there is a heaven… there is an express lane Learn to Coach: “If there is a heaven… there is an express lane

for coaches!” for coaches!” Donald CooperDonald Cooper

3.3. Provide continuous Training!Provide continuous Training!

4.4. Serve your salespeople before your company!Serve your salespeople before your company!

5.5. Be the example!Be the example!

6.6. Don’t be the Super-Closer!Don’t be the Super-Closer!

7.7. Create independents!Create independents!

8.8. Focus on Effectiveness not just Activity!Focus on Effectiveness not just Activity!

9.9. The industry is tough…provide air cover!The industry is tough…provide air cover!

10.10. Remember YOUR lessons!Remember YOUR lessons!

Mediocrity is no longer an option!Mediocrity is no longer an option!

What is the marketing What is the marketing divisions role”?divisions role”?

► The marketing divisions roleThe marketing divisions role Route marketingRoute marketing Open doorsOpen doors Events and conventionsEvents and conventions Participate in clubs and organizationsParticipate in clubs and organizations WebsiteWebsite Social MediaSocial Media Advertising Advertising Customer Service Campaigns/Programs!Customer Service Campaigns/Programs!

► Focus groupsFocus groups► Quality Assurance Questionnaires and follow upQuality Assurance Questionnaires and follow up

Do PM/Estimators Market?Do PM/Estimators Market?

►Build and maintain relationshipsBuild and maintain relationships¹It is estimated that 50% of sales are made ¹It is estimated that 50% of sales are made

because of a friendshipbecause of a friendship

►555 Plan 555 Plan This plan is designed to take a new estimator/PM This plan is designed to take a new estimator/PM over the $1,000,000 mark. It takes persistence over the $1,000,000 mark. It takes persistence without becoming a pain.without becoming a pain.

555 Plan555 Plan► Each day use every opportunity that presents itself to speak Each day use every opportunity that presents itself to speak

with 5 new or existing clients. This could be to discuss a with 5 new or existing clients. This could be to discuss a current job, an estimate, an invoice or simply what’s up call. current job, an estimate, an invoice or simply what’s up call. Always remember to ask for a little business before Always remember to ask for a little business before completing the call.completing the call.

► The key is to try and make all calls after 2-3pm. When claims 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 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 them on and then deal with them the next day. We need to be the company they can pass things on to.the company they can pass things on to.

► Every Friday call 5 adjusters, property managers, agents or Every Friday call 5 adjusters, property managers, agents or brokers etc. late in the day announcing you are carrying the brokers etc. late in the day announcing you are carrying the on call pager. Assure them you can look after emergency’s so on call pager. Assure them you can look after emergency’s so they can attend to family commitments and you can get they can attend to family commitments and you can get together on Monday.together on Monday.

► Set a Goal - 5 New Jobs each weekSet a Goal - 5 New Jobs each weekKen Tucker ELCTraining – The Marketing TeamKen Tucker ELCTraining – The Marketing Team

How can the office staff help How can the office staff help in marketing?in marketing?

► Answering the phoneAnswering the phone ²²Smile, your smile comes through in you voiceSmile, your smile comes through in you voice

► Follow-upFollow-up Routine calls after initial loss to check quality and accuracyRoutine calls after initial loss to check quality and accuracy

► Communication- Communication- We are what we communicate!We are what we communicate! How we look in every part of our business!How we look in every part of our business! How we sound!How we sound! How we serve, coach and perform!How we serve, coach and perform! The prices we charge!The prices we charge! How & Where we advertise and promote!How & Where we advertise and promote! How we care for each other and our planet!How we care for each other and our planet! How our business”feels”!How our business”feels”!

We work in the field we can’t We work in the field we can’t market?market?

►Quality productQuality product Our number one assetOur number one asset

►We are on a stageWe are on a stage►Customer Interaction!Customer Interaction!

Moments of Truth!Moments of Truth! Emotional Bank Emotional Bank

AccountAccount

““Success is making Those Who believed In Success is making Those Who believed In You Look Brilliant”You Look Brilliant”

Service is the lifeblood Service is the lifeblood

of any organization.of any organization.

Everything flows from it Everything flows from it

and is nourished by itand is nourished by it..

Customer service is Customer service is

not a department…not a department…

it’s an attitudeit’s an attitude³Sam Parker and Mac Anderson³Sam Parker and Mac Anderson

Can our Vendors & Can our Vendors & Customers market for us?Customers market for us?

►Create incentives for referralsCreate incentives for referrals

TuckersJanitorialPlumbing

Carpet CleaningDrain CleaningTree Removal

Exercise OneExercise One

►““That’s great, but who do we market That’s great, but who do we market to?”to?”

AgentsAdjustersProperty ManagerCondo CorpsPast CustomersVendorsReal EstateCities & TownsSchool BoardsCorporateHospitatlityHomeowners

???????????????????????????????????????????????????????????????????????????

If you do build a great experience, If you do build a great experience, customers tell each other about that. customers tell each other about that.

Word of mouth is very powerful!Word of mouth is very powerful!Jeff Bezos, AmazonJeff Bezos, Amazon

#12 Forbes 400, #19 Billionaires, #27 Powerful People#12 Forbes 400, #19 Billionaires, #27 Powerful People

Exercise twoExercise two

►““Ok, now I know who I am marketing Ok, now I know who I am marketing to but what do I do?”to but what do I do?”

Create a marketing strategy or plan for two or three Create a marketing strategy or plan for two or three of the contacts discussed in exercise oneof the contacts discussed in exercise one

Exercise threeExercise three

►Creative Clarity….Creative Clarity….

Think of a market segment or group that has not been Think of a market segment or group that has not been marketed to…pick a NICHE any Niche!marketed to…pick a NICHE any Niche!

Make the Noise Go Away!Make the Noise Go Away!

RecapRecap

►CultureCulture►PlayersPlayers►ResponsibilitiesResponsibilities

ReferencesReferences

► ¹Gitomer, Jeffrey. ¹Gitomer, Jeffrey. The Little Red Book of Sales Answers The Little Red Book of Sales Answers New New Jersey: Prentice Hall 2007.Jersey: Prentice Hall 2007.

► ²Carnegie, Dale. ²Carnegie, Dale. How to Win Friends & Influence People How to Win Friends & Influence People New New York: Simon and Schuster Inc. 1981.York: Simon and Schuster Inc. 1981.

► ³Parker, Sam, Anderson, Mac. ³Parker, Sam, Anderson, Mac. 212° the extra degree 212° the extra degree Illinoise: Illinoise: Simple Truths 2006.Simple Truths 2006.

► Donald Cooper, Donald Cooper Corporation, Vision Critical Donald Cooper, Donald Cooper Corporation, Vision Critical Guide 2013Guide 2013

► David Romano, Benchmark Inc, 2012 Performance ReportDavid Romano, Benchmark Inc, 2012 Performance Report► Steve Toburen, Strategy for Success, ELC TrainingSteve Toburen, Strategy for Success, ELC Training

"Success is neither magical nor mysterious. Success is the natural consequence of

consistently applying the basic fundamentals."

Thank you!