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RLI PROFESSIONAL SERVICES GROUP LEARNING EVENT
PSGLE 103
Marke&ng and Selling Professional Services
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Copyright Materials
This presentation is protected by US and
international copyright laws. Reproduction, distribution, display and use of the
presentation without written permission of the speaker is prohibited.
© RLI Professional Services Group
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Course Description
Strategies for growing and selling have changed.
Technology allows all of us to brand ourselves and
build upon our networks, which leads to
more exposure and more contacts.
Marketing and selling ourselves and our services can either be
an endless state of activity or create defined tiers of productivity.
By creating opportunities to demonstrate our expertise,
we build trust with potential clients –
setting the stage for more successful sales.
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Marketing and Sales
→ Work together to identify the right people who need your service → Your expertise IS your brand
Marke&ng skills develop the rela&onship
Sales skills build the rela&onship and qualify the prospect
Structure builds interest and defines go/no-‐go decisions
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Expected Results • Greater success overall • Recognize your value • Prospects seek you out • Clearer decisions to drop certain prospects • Increase your sales closure rate
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Learning Objectives
Participants in today’s session will: • Learn strategies for promoting expertise. • Gain an understanding of how to use these strategies to
further develop business relationships. • Study techniques to increase recognition in your field. • Develop alliances to strengthen positioning. • Discover when to turn away from prospects.
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Where Have We Been? In the past, we may have…
• Bought databases; • Mailed to prospects; and • Waited for calls.
Is your process still similar?
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How Does It Really Work? Customers drive the sale, so… • Select your bait; • Manage price-driven
prospects; • Determine how far you’re
willing to go; and • Seek commitment!
Sales Cycle
Know
Like
Trust
Try Buy
Repeat
Refer
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Skills • What is your nego&a&on strategy?
• What is the learning roadmap to get you there?
Staff • What support do you need? • What is your staff comfort level with the process?
Structure • How accountable is everyone?
• How does it play a part in staff growth?
Strategy • Where do you want to be? • How will you get there?
Differentiators in the Sales Process
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Make Your Skills Work For You Incorporate online opportunities and social media marketing
• – B2B • – B2C • , others …others? • Blogs – Demonstrate your expertise • Email – Touch prospects and clients frequently
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Demonstrate Expertise on
Build your network
Consider a company LinkedIn page
Develop your personal profile Title Summary Skills & Exper&se
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Sample Profile
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Sample Profile
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Consider Other Online Opportunities
-‐Develop a company page -‐Add products, photos, and links
-‐ Conduct research -‐ Send or receive informa&on quickly
-‐ Create a visual feast -‐ Promote visual components to services
→ Respond to inquiries → Let prospects get to know you better
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“Multiply” Your Presence
Make connec&ons
Build on them
Understand search func&ons
Pay aSen&on to analy&cs
Determine your overall social media strategy
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Promote Your Expertise
• Share articles you write • Post links to other articles • Add slide presentations • Highlight projects
• Provide URLs • Feature awards and rankings • Add photos that demonstrate
your value
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Why Create A Social Media Strategy?
• Who do you wish to reach? • What do those people want to achieve? • When should you interact with those people? • Where should you interact with them? • Why should you engage with those people? • How can you really help them and make a difference?
Answer these questions:
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Start Putting It All Together
Attract and build your connections
Develop your prospects
Engage your prospects
Conduct sales-focused conversations
Initiate personal touches
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Make Social Media Work For You
• Join groups • Create curiosity - Who’s looking at you? • Validate your expertise • Search for connections • Share successes
Here’s looking at you, kid…
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Add a Blog
Do I Need A Blog?
• Who’s going to read it? • What my blog’s purpose? • What content can I incorporate? • How does my blog increase search engine optimization? • What else can I use my blog content for?
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Effective Email Marketing • How do you like to receive information?
• Email is one good way to “nurture” your prospects.
• May be the most effective marketing tool you can use, but
• Be sure to do it right!
• Use a quality provider like:
• Constant Contact;
• iContact; or
• MailChimp.
• CAN-SPAM Act – Play by the email marketing rules.
• Monitor content quality:
• Don’t sell. Inform.
• Consider including more than one topic.
• Review Analytics – your prospects give you clues!
• Offer newsletter sign-up.
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Follow the Sales Path
Will my prospects follow my strategy?
• Start with an inquiry • Anticipate the search process • Provide recommendations • Offer more information • Make the commitment
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Make a Commitment to Succeed
Important steps in developing your sales plan:
q Develop/improve your lead management system. q Record your data. q Back up your system. q Enforce your budget. q Track your time. q Measure your ROI.
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Keep the Commitment Further considerations…
• Once a prospect is identified, strategically build rapport and trust.
• Determine how many steps prospects should take before you approach them to close a sale.
• Make one of the following decisions:
• Indicate your willingness to work together; or
• Tell the prospect that you need a commitment to move forward.
• Trust your instincts when those steps are exhausted.
• Exercise consistency – reach out to prospects and former clients regularly.
• Use email marketing to:
• Educate and inform prospects; and
• Remind them of your services.
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“Painless” (or perhaps just “less painful”) Sales
• Pursue quality referrals • Gain recognition of your expertise • Work with people you trust • Network effectively
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This concludes the Professional Services Group Learning Event
Laurel Tenuto, Client Risk Management Coordinator [email protected]
Barbara Sable, Director, Professional Enterprise Risk Solutions
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THANK YOU!