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NEW JERSEY SOCIETY OF PROFESSIONAL LAND SURVEYORS
presents A SEMINAR BY�
BILL BEARDSLEE, P.L.S., P.E., P.P.
Consumer Protection in Marketing Your Professional Services
MARKETING YOUR COMPANY’S TALENTS
What Got You Here –
Won’t Get You There.
Marshall Goldsmith
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
What is Marketing?
Marketing is the act of creating interest in buyers
to meet their needs.
MARKETING IS CUSTOMER CENTERED
MARKETING YOUR COMPANY’S TALENTS
Primary focus: Brand Building.
• Build name recognition • Enhance reputation • Build “Mind Share”
Talks to your whole market simultaneously.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
What is Business Development?
Establishing and proactively maintain those one-on-one, personal relationships that lead to
doing business together.
David Stone, bluestone marketing, Sept., 2015
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
What is Sales?
Selling is the act of persuading a customer to buy by satisfying their interests
and needs.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Marketing thru Sales
Marketing is broad – to generate interest.
Business Development – to develop relationships
Sales is specific and focused
Marketing © copyright 2010 by William E. Beardslee, P.L.S., P.E., P.P.
Marketing Your Surveying Services
Consumer Bill of Rights All consumers of services offered by New York licensed professionals have the legal right to:
• Receive competent professional services.
• Verify the credentials of licensed professionals and to know the names and titles of licensed professionals who provide service.
Marketing © copyright 2010 by William E. Beardslee, P.L.S., P.E., P.P.
Marketing Your Surveying Services
• Receive clear explanations of the services being offered or provided and how much they cost.
Marketing © copyright 2011 by William E. Beardslee, P.L.S., P.E., P.P.
Marketing Your Surveying Services
NEW YORK STATE LAND SURVEYING PRACTICE
GUIDELINES
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Type & Purpose of Survey
Each surveyor should confer with the client to determine the purpose of any surveying service. The specific purpose of a survey may determine the category of services needed, the information required and the work to be done.
MARKETING YOUR COMPANY’S TALENTS
Who are our existing/ potential customers?
What are their current/ future needs?
How can we satisfy these needs?
Why should customers buy from us?
Marketing Teacher for marketing learners - Internet
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
V A L U E & S E R V I C E
Work to the needs of the client rather than the services available
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
PRICE
TIME QUALITY
Pick any two
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Competitive advantage is created by directly appealing to the needs, wants, and behaviors of customers RATHER THAN THE COMPETITION.
Success in business, as in life, is based on your relationship with people.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
The 4 P’s
Product (or Service)
Pricing
Promotion
Placement
MARKETING YOUR COMPANY’S TALENTS
(Service)
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Successful marketing requires POISE
Profitability
Offensive (rather than defensive)
Integrated
Strategic (future oriented)
Effective (gets results) Hugh Davidson 1972 ( Marketing Teacher for Marketing Learners – via internet)
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
The Promotion Message
Grab
Excite
Create
Prompt
Hugh Davidson 1972 ( Marketing Teacher for Marketing Learners – via internet)
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Marketing of Professional Services
Many differences from product marketing
1. Buyer purchases are intangible. 2. Services may be based on the reputation of
one person. 3. Difficult to compare the quality of similar
services. 4. Buyer cannot return services.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Evaluate using SWOT Analysis
STRENGTHS WEAKNESSES
OBJECTIVES THREATS
Jeff Salmon, Professional Surveyor, January, 2008
MARKETING YOUR COMPANY’S TALENTS
INFORMATION WITHOUT
IMPLEMENTATION
IS USELESS !!!!!
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Two goals to services marketing:
Obtain New Clients
Retain Existing Clients 12-16% of cost of new
MARKETING YOUR COMPANY’S TALENTS
Pay attention to expand – Ignore to decrease
If you want tomorrow to belong to you, you must do something today.
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
You must use client feedback…… As much as you may not want to.
Use at the end of a small project or in the middle of a large project
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
To get feedback, ask the right questions. 1. Begin with end in mind
Ask questions to create actionable data.
2. Be Concise Create four minute surveys
3. Be Systematic Connect numeric feedback to combine and track
Mike Phillips @ designfacilitator.com
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
4. Be Professional Make surveys comfortable and intuitive
5. Be Strategic Package feedback into helpful reports
6. Create Automatic Processes Design system for instant issue alerts.
Mike Phillips @ designfacilitator.com Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
Think Outside the Box
Not “This is what we do”
But “What do you need to have done”
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
“None of us as smart as all of us” Jeff Salmon
Brainstorming
A structured method of team-based problem solving
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.
MARKETING YOUR COMPANY’S TALENTS
4 Main Concepts For Brainstorming
• Focus on quantity • Withhold criticism or judgement • “Crazy” ideas are welcome • Combine and improve ideas
Jeff Salmon, Professional Surveyor, January, 2008
Marketing Your Company’s Talents © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.