MarketingDavid Rosebrook CR
Overview 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? 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 Route marketing Open doors Events and conventions Participate in clubs and organizations
Website Advertising
Do estimators market? Build and maintain relationships¹It 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 weekKen 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 attitude³Sam 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?”
AgentsAdjustersPlumbersHomeowners???????
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.
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