Marketing David 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 relationships ¹It 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 week Ken Tucker ELCTraining – The Marketing Team

How can the office staff help in marketing?  Answering the phone  ² Smile, 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 attitude ³Sam 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?” Agents Adjusters Plumbers Homeowners ???????

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  ²Carnegie, Dale. How to Win Friends & Influence People New York: Simon and Schuster Inc  ³Parker, Sam, Anderson, Mac. 212° the extra degree Illinoise: Simple Truths 2006.