The Power of You!

Jim Eggleston

Don’t underestimate the power you hold!

• The national advertisers can’t match.• The Web lead generators can't compete against.• Your competition forgets about.

Why?• All the advertising you see on Television, Radio, or

the Web has a global, universal focus. (if you can call global and universal focused)

• They have no other choice. It’s the best they can do.• YOU can do better!

The keys to building your brand

• Understand the power of your brand.• Communicate your brand to your customers and

prospects.

Understand the elements of your brand!

• Genuine interest in the needs of the customer.• Local presence.• Local knowledge.• Local customers.• Local connections.• A rock solid company backing YOU up!

Building your brand• Genuine interest in the needs of the customer.

– The customer always comes first. You’re in a unique position to listen to and understand the needs of the customer.

– A call center halfway around the world has no ability to really connect with the customer, YOU do!

– Always, always, always put the needs of the customer first!

Building your brand• Local presence

– You can visit your customer or prospects in their homes and discuss, in person, their needs.• You’re not an offshore call center the client never meets.• You’re not a web site with stock photos of happy smiling faces.• You’re not a storm chaser contractor here today, gone tomorrow.

• You’re real, and local! Never let your customers forget it!

Building your brand• Local knowledge

– Start recognizing trigger events and develop communication methods that leverage events to your advantage.• Insurance (Hail storms, burglaries, ice storms)• Real Estate (Neighbors selling)• Home service (Neighbors home improvement)

Building your brand• Local customers

– Identify your existing customers by neighborhood.• When prospecting, don’t forget to remind the prospect of all their

neighbors who buy from you!• When talking to customers, remind them also of their neighbor

customers. Reinforce their buying decision.• Ask your customers if they would provide you with a

recommendation.

Building your brand• Local connections

– You know other service providers in the area. Become the expert referrer in your area.

– When a home repairs are needed, be there with a list of service providers that you have first hand experience with. Remember, your customer may not know who to turn to. Be their friend.

Building your brand• A rock solid company backing YOU up!– Don’t ever forget the company you work for.

They spend millions in advertising to build their brand.

– Just remember to leave it to the end of the conversation, after you’ve established yourself, then and only then, make sure to talk about the company standing behind YOU, instead of the “company you work for”.

Communicating your Brand• Live, on the phone and in person.• Online, Facebook.• Direct Mail.• Networking.

Communicating your Brand• Live, on the phone and in person.

– In every conversation make sure to focus on the needs of your customer AND your brand. • “Hi, my name is Jim Eggleston, I’m your local Allstate agent. I

understand your neighborhood was hit pretty bad by that hailstorm last week. Did you have any damage? If ever you’re interested in getting a competitive quote, from a great company, feel free to give me a call. I’ll drop my card in the mail so you’ll have it, just in case.”

Communicating your Brand• Online, Facebook

– In the past, testimonials and referrals happened offline with a handwritten letter that you carried around and showed to prospective clients. Today that happens on Facebook, whether you like it or not. Embrace facebook.• Open a Facebook account, it’s easy to do.• Every time you have a positive customer interaction, ask them to “like” you on Facebook.• Every time you write a quote for a prospective client refer them to your Facebook page to

read about what other customers like about working with you. • www.socialmediaexaminer.com – a great SM resource for small business.• www.facebook.com/FacebookPages

Communicating your Brand• Direct Mail

– Don’t create mailings that cover large areas with generic messages and offers. Make your mailings count.• “I’m Jim Eggleston, your local Allstate agent. Join 18 other Bent

Creek homeowners that I’m proud to call customers. Call me to find out why your neighbors switched, or better yet’ ask them.”

Communicating your Brand• Networking

– The key to building brand is consistency of message. Everywhere you go, every sporting event, every fundraiser, every party, the health club, the restaurant, don’t forget, you’re a small business with a strong brand!• “I understand….”• “I’m the local….”• “I have other customers…..”• “I can help….”

Brand!• You already have it.• You just need to better understand your brand.• You then need to let your customers know why

your brand is important.• Before you know it, reinforcing your brand will

become second nature.

Questions?