Want to attract the kind of client best suited for your expertise? You may need more distinctive positioning.
Steve Osborne is chief consultant at Smarthinking. He works with service-based businesses that are having trouble getting the right message to the right people.
You may be stuck talking about what YOU DO (the process), instead of what PEOPLE GET (the results). You probably need help to attract and keep new customers.
And you're also probably suffering the double-triple threat: too little time, budget and in-house knowledge. Too much information, distraction and well-meaning advice.
And with so much content available online, it's easy to become overwhelmed by the marketing decisions you're required to make.
Steve Osborne provides an efficient, effective marketing system to save your firm falling into the deep, dark hole that can quickly characterise services marketing.
What we offer
SmartServices – Creative
SMARTSERVICES: SPECIFIC SOLUTIONS FOR SPECIFIC PROBLEMS
SmartServices are concentrated bursts of creative magic. These short briefing and action sessions enable you to fully explore a particular marketing issue in isolation and are ideal for specific short-term needs.
SmartSystem – Marketing Strategy
SMARTSYSTEM: POWERFUL POSITIONING FOR PROFESSIONAL SERVICES
The SmartSystem program is designed to help your firm become distinctive. Something specific for someone, instead of everything for everyone. With better positioning, you can focus on what you do best – build value for your clients.
Why should a customer hire your business over other service professionals?
Smarthinking is focused primarily on the world of service-based business. We liberate professional service firms from the tyranny of in-house marketing management using proven strategic, creative and functional marketing systems.
Which geographical areas does your business service?
Smarthinking works with service-based businesses across Australia and NewZealand
Are there specific areas of your trade or industry that your business specialises in?
Smarthinking specialises in working with service-based businesses and professional services firms whose offering involves a complex and considered purchase over a longer sales cycle
What are your customers` most frequently asked questions?
1. How do we attract the clients best suited for our expertise? 2. How do we ensure our message finds the right audience? 3. How do we get better results from our marketing? By transforming your marketing to focus on what you do best: building value for your clients.
What is the profile of your ideal customer? e.g. industry, size of business, revenue, number of employees and so on.
Businesses come to us from the areas of: health/dental/optometry; law/accounting/financial; real estate/engineering/construction; creative/consulting/manufacturing.
Speaking to your prospects in Klingon? Part 2 of 3
Part 2 of 3 Four Colours of Buyers The first studies of personality types were done around 400BC... read more
Speaking to your prospects in Klingon? Part 3 of 3
Part 3 of 3 How to influence buying behaviour Will an understanding of the Buyer Group Colours... read more
Failing to convert? Are you speaking to your prospects in Klingon? Part 1 of 3
Part 1 of 3 Problem: There’s plenty of interest in your services and consequently you’re getting... read more
Is branding necessary? Can branding be replaced for service-based businesses?
Forget branding. Unless you sell soap. Or cornflakes. Or petrol. Businesses; services;... read more
I don't know of any reputable companies that provide free email lists. If any such businesses exist, someone please provide examples.It's much more likely that companies providing free lists are spammers. Address skimming software is...
Hi DenisThis is not the answer you're looking for, because you're asking the wrong question.At this point in time, no-one but you knows your audience, competitors, circumstances, experience and expectations. I think you should be asking (yourself):...
James, it's a perennial question and never easy to find the right answer. For me, it's an integral part of the greater issue of positioning.Traditionally, there are two main areas you can look at within your business to find competitive advantage....
Garbo, having looked over your website, there are numerous ways to increase your traffic. Advertising is the most obvious. However, increased traffic doesn't necessarily equate to increased sales. If your current marketing and sales systems are...
Always have an agenda, and then stick to it. No more than 5 items per meeting, with a designated timeframe for each subject. That could be 5 minutes each for a half hour meeting, or ten minutes each to get out in under an hour. Ensure everyone...
Tell us what you've tried already, and what results you had.For instance, the usual promotional methods of letterbox drops, in-person visits, weekly specials, free delivery, appropriate signage, online ordering etc. all have an important place. Each...
Assuming you are registered for BAS and have sufficient turnover to be making claims, my understanding is that yes, you will need an accountant for your end of year return. And unless you are a registered tax agent, I suggest a bookkeeper as...
NickA good coffee shop business plan is exactly the same as any other business plan. Without one, how will you know where you are going and how will you recognise when you've reached your destination?There are good answers to this question within...
I guess it depends on the situation and context Nicole, but if it's an internal matter of opinion rather than fact, as the business owner yours is the final word.If a dispute with an external entity, I would seek an independent ruling – arbitration...
Nathan, if you describe the problem you're having with marketing your business, we might be able to describe what makes a good marketer for it. Otherwise, you run the risk of getting very generic answers. Like these:A good marketer for your business...
Put it all on red, marketing.Peter Drucker, the father of business consulting, once made a very profound observation:“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing...
More background required please, Tiffany. What is your current strategy for attracting new business? Which tactics have been successful and which less so?
What makes you think you need to be different from your competitors?No, I'm not trying to be smart. It's a legitimate question. Do your customers or prospects buy based on differentiating factors? Do they value differentiation? If so, to what...
The short answer is no. While highly recommended, it's not mandatory. The extent you need an accountant (or any other professional service provider) will depend on your type of business, revenue, structure.For example, if you're running a hobby...