how to win more business at higher margins
TRANSCRIPT
How to Win More Business… at Higher
Margins
Welcome Relax Enjoy – eat, drink, connect, Be Open – take notes, ask how? Phones, parking, toilets Participate – share Contribute & Win… Link to slides – slideshare.net/trade insights
Today…Take home…
1. Tools to significantly increase conversion rates
2. Ways to increase profits 3. Game Plan to implement these tools4. Real example/case study
• Conversion up from 27% to 73%
• Av. $ job from $7,000 to $13,500
• Gross profit per job from 38% to over 65%
Case study…
Luke
Who is PROTRADE United?We believe in a united effort and collective knowledge to help you find an even better way to run your business…Trade specific solutions in…• Strategy – income, cash flow, profit, team development• Accounting – financially well organised, minimise tax, • Marketing – online & offline• System Integration – streamline IP into the cloud & protected
Why PROTRADE United?Ultimately for 3 reasons…
1. To give you the luxury of an unhurried life
2. To raise the standards of trades and related service businesses around Australia
3. Decrease the anxiety and depression related deaths amongst trades
Some of our clients…
Quick hello…
Breaking the MouldHow to make the transition from
being a ‘tradie’ to a professional of your trade…
Challenges…
Does it get any easier?Don’t wish it was easier. Wish you were better.
Jim Rohn…
Your own economy…
Psychology vs. Skills/Ability
Are you prepared to change?
Earning potential with your hands?
$000’s
Earning potential with your head?
$000,000’s
The power of leverage
The power of leverage
33%Increase
The power of leverage
33% 73%Increase
The power of leverage
33% 73% 240%Increase
Default vs. Design
Change…are you up for it?
Need a recipe…
Adapt the ideas…
To suit your business and target customer…
Need a recipe…Ingredients…1. Key TARGET Customer2. Build amazing VALUE3. Create world class PERCEPTION4. Build TRUST as quickly as possible5. Be DIFFERENT6. HELP… don’t hold up
Who is the ‘target’ customer?
Who is the ‘target’ customer?
Sweet Spot10-15%
Majority70-80%
Smaller Market10-15%
Larger Market10-15%
Dream
Client
Profitable
Pay
PleasurePartner
Pathway
Who is the ‘target’ customer?
Where is your VALUE?
Perception = Reality
Perception = Reality• Brand touch points• Uniform• Signage• 1300 #• Voice Mail• Business email• Stationary
How to build trust…FAST?1. Do what you say you were going to…
when you said you would…in the manner you committed
2. Be a ‘Visible Expert’*3. Present as a professional*4. Educate – DON’T sell*5. Provide real examples/case studies** = Credibility Pack
Credibility Pack
Who do you choose?
Better is NOT Better!
DIFFERENT is Better
Even if it doesn’t make sense!
What has been valuable?
Need a recipe…Ingredients…1. Key TARGET Customer2. Build amazing VALUE3. Create world class PERCEPTION4. Build TRUST as quickly as possible5. Be DIFFERENT6. HELP… don’t hold up
• Conversion up from 27% to 73%
• Av. $ job from $7,000 to $13,500
• Gross profit per job from 38% to over 65%
Case study…
Luke
Case Study… Pre• NO plan/system• NO clear target market – everything to everyone• NO clear differential• NO website• NO voicemail – just voice to text• Unshaven, dirty when meeting customers• Constantly late• No question guide• Rough quotes done – email through, 1 - 2 weeks
later
Case Study… Changes #1• Created a system/game plan – target client• 1-page website • 1300 #• Voice Mail recording• Created a Credibility Pack – educated…• Booked client visits at set times – email & SMS • Shaved, dressed professionally• Arrived on time• Took Tim Tams
Method…1. Build CONNECTION2. Gather INTELLIGENCE3. Present the SOLUTION4. ASK for the business5. FOLLOW UP and follow through
Need a recipe…
People buy YOU first…
CONNECT!
1. Initial call/enquiry – explain the steps
2. Book F2F meeting3. Email information & confirmation4. SMS5. Arrive with Credibility Pack6. Be prepared7. Converse
The touch points..
Language
Language Replace with Appointment Chat/Time to get togetherQuote Plan/Proposal/OutlineCost or Price InvestmentContract/Agreement Paper work/FormDeal Opportunity Sign Authorise/OK/endorseProblem Small challengeObjections Area of Concern Cheaper More economical Pay Fix up/Take care of/ Look after
Ask questions…Be curious!
NOT…
Present in person…
Follow up…
What has been valuable?
Combine Hi Tech
With
Hi TOUCH!
C.R.M.
C.R.M.
Job Management
• Conversion up from 27% to 73%
• Av. $ job from $7,000 to $13,500
• Gross profit per job from 38% to over 65%
Case study…
Luke
Case Study… Pre• NO plan/system• NO clear target market – everything to everyone• NO clear differential• NO website• NO voicemail – just voice to text• Unshaven, dirty when meeting customers• Constantly late• No question guide• Rough quotes done – email through, 1 - 2 weeks
later
Case Study… Changes #1• Created a system/game plan – target client• 1-page website • 1300 #• Voice Mail recording• Created a Credibility Pack – educated…• Booked client visits at set times – email & SMS • Shaved, dressed professionally• Arrived on time• Took Tim Tams
Case Study… Changes #2• Ask set questions• Took photos• Created a Home Improvement Plan• Presented in person• Increase pricing, upsold extras – plants, services, • Follow up effectively/promptly• Thankyou gift on acceptance of job• Completed on/before time• Asked for referrals• Thank you gift on completion
What has been valuable?
What ACTION will you take?
It’s interesting you know…Most of business owners will…• Hear what we say,• Understand it intellectually,• Agree with all the principles,• Get excited about what’s possible• KNOW that it is the thing they
should do, yet…
Do nothing!What gets in the way…
LIFE!
Which leads to?
Your opportunity to get clearComplimentary Strategy Session• Where you are• Where you want to
be • The Game Plan to get
your there…
Participant or Spectator…?