Ken Tucker BSc MBA

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Marketing TransitionBecome a ROCK STAR!
Ken Tucker BSc MBA CEO DKI Canada, Business
Mentors Consultant
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Overview

• Creating a sales based culture
• Who markets our services The Team
• Roles and responsibilities
• Exercises
• Recap

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Reality CheckIts Challenging Out There!

• Adversarial relationship with Insurance
  CompaniesRFPs, KPIs, Programs
• More bigger, stronger competition
• Margin Pressure102, 00
• Increasing complexity
• Attracting and keeping good staff
• The Beginning of Wisdom is the Recognition of
  Reality!
• Donald Cooper

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One Key to SuccessPersistance CPR!

• Persist through failuresFailing Forward!
• Mistakes into Stepping Stones!
• Persit Through the C.R.A.P
• Criticism
• Rejection
• Assholes
• Pressure

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Company Culture

• What culture does your company have?
• Production culture
• Internal focus
• Production driven
• Order taker
• It will be three to four
• weeks

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Company Culture

• Sales culture
• Outward focus
• Customer driven
• Sales push your
• company forward
• Yes we can do it!

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The Question

• How do we get everyone in the company focused on
  getting new clients and keeping them?

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Creating a Sales Based Culture

• Make marketing a daily activity for everyone in
  the company including vendors!
• 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
• HOW MUCH TIME DO YOU SPEND ON THESE THINGS!

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The 2012 Survey

• 144 USA 28 Canadian Participants

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TOP Performers

• Criteria

• Results

• Top 10 in Net Income
• Includes both USA Canada

• 225 Greater Sales
• 2 Greater GP
• UP to 5 Higher Cost of Personnel
• 1 Less in Advertising
• Pre Tax Income 12.6
• Sales Productivity 2.1 Million

SO Often the Best is Often the Best Kept Secret!
Donald Cooper
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Your Marketing DepatmentWho Can Market?

• Owner / operator - ? Sales Manager
• Marketing representative ? Sales Manager
• Project managers
• Office staff
• Field staff
• Vendors
• Past Customers

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As an Owner What Role do You Play?

• Sales attitude Committed to the PROGRAM!
• If The Sales Manager
• High level marketing
• Always control your accounts
• Yearly visit regarding customer service program
• Pre storm season meeting
• Community service
• Service groups
• Speak at functions become the Expert!
• Management by walking around (MBWA)
• Larger jobs
• Find things we are doing right and celebrate
  them

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10 Things You Can Do to Become a Rock Star Sales
Manager !

• Care about your Salespeople!
• Learn to Coach If there is a heaven there is
  an express lane for coaches! Donald Cooper
• Provide continuous Training!
• Serve your salespeople before your company!
• Be the example!
• Dont be the Super-Closer!
• Create independents!
• Focus on Effectiveness not just Activity!
• The industry is toughprovide air cover!
• Remember YOUR lessons!
• Mediocrity is no longer an option!

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What is the marketing divisions role?

• The marketing divisions role
• Route marketing
• Open doors
• Events and conventions
• Participate in clubs and organizations
• Website
• Social Media
• Advertising
• Customer Service Campaigns/Programs!
• Focus groups
• Quality Assurance Questionnaires and follow up

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Do PM/Estimators Market?

• Build and maintain relationships
• ¹It 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.

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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 whats 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 emergencys so they can attend
  to family commitments and you can get together on
  Monday.
• Set a Goal - 5 New Jobs each week
• Ken Tucker ELCTraining The Marketing Team

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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 are what we communicate!
• How we look in every part of our business!
• How we sound!
• How we serve, coach and perform!
• The prices we charge!
• How Where we advertise and promote!
• How we care for each other and our planet!
• How our businessfeels!

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We work in the field we cant market?

• Quality product
• Our number one asset
• We are on a stage
• Customer Interaction!
• Moments of Truth!
• Emotional Bank
• Account
• Success is making Those Who believed In You Look
  Brilliant

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• Service is the lifeblood
• of any organization.
• Everything flows from it
• and is nourished by it.
• Customer service is
• not a department
• its an attitude
• ³Sam Parker and Mac Anderson

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Can our Vendors Customers market for us?

• Create incentives for referrals

Tuckers Janitorial Plumbing Carpet
Cleaning Drain Cleaning Tree Removal
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Exercise One

• Thats great, but who do we market to?

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Agents Adjusters Property Manager Condo
Corps Past Customers Vendors Real Estate Cities
Towns School Boards Corporate Hospitatlity Homeown
ers ?????????????????????????????????????????????
??????????????????????????????
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• If you do build a great experience, customers
  tell each other about that. Word of mouth is very
  powerful!
• Jeff Bezos, Amazon
• 12 Forbes 400, 19 Billionaires, 27 Powerful
  People

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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

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Exercise three

• Creative Clarity.
• Think of a market segment or group that has not
  been marketed topick a NICHE any Niche!
• Make the Noise Go Away!

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Recap

• Culture
• Players
• Responsibilities

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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.
• Donald Cooper, Donald Cooper Corporation, Vision
  Critical Guide 2013
• David Romano, Benchmark Inc, 2012 Performance
  Report
• Steve Toburen, Strategy for Success, ELC Training

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"Success is neither magical nor mysterious.
Success is the natural consequence of
consistently applying the basic fundamentals."
Thank you!