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.