Achieving Marketing Excellence in Service Organizations

Objective:

By the end of this training course, participants will be able to:

• Understand how to apply traditional marketing and emerging social marketing techniques to their service organisation
• Have knowledge to explain to executives the options for marketing their service organisation to prospects and customers
• Lobby and win budget and other resources for marketing activities
• Devise a marketing strategy and execute marketing plans that are cost-effective and generate value for their business
• Have an outline action plan tailored to their ideal clients and organisation that they can apply when they are back in their office

Content:

Principles of Relationship Marketing & Selling

• Being visible so prospective clients can find you
• Developing credibility, liking, and trust, so they are willing to buy from you
• Positioning your expertise – generalist, specialist or authority
• Engaging with insights that position you as the expert in your industry
• Creating word of mouth where your networks recommend and promote you
• Techniques for growing your online networks of prospects

Principles for Attracting Prospective Clients

• Analysing Existing Clients – What they share? Who you most enjoy working with?
• Clarifying Your Ideal Client – Who will pay a premium for what you offer
• Delving deeply into who they are using a client framework to narrow your focus
• Uncovering the pain points that cause them to pay attention
• Refining the benefits for them of working with you – that is unique in your sector
• Honing messages that help them see how you can help resolve their pain points

Converting Prospects into Ideal Clients

• Techniques for reaching out and connecting including research and discovery calls
• Using dynamic questioning to understand the outcome they want and who has influence
• Techniques for following-up and maintaining contact after the initial contact
• Preparing for and managing great face-to-face meetings
• Developing a compelling proposal based on their pain points
• Handling objections and closing the sale, so the client is looking forward to working with you

Content Marketing Strategies to Help Grow Your Practices

• Impactful content creation strategies that help you become visible online and offline
• Running events that prospects and clients want to come to
• When it is worth investing in print
• Strengths and weaknesses of the different types of print channels
• Pros and cons of the key social media channels for service organisations
• Developing and running social networks that take clients from customers to ambassadors for your brand

Managing Brands and Reputation

• Ensuring brand is linked to business strategy: vision, mission, values, essence, proposition, personality, promise
• 8 key elements of a brand: logo block, strapline, typefaces, typography, colours, tone of voice, photographic style, grids
• Guidance that ensures the brand is applied consistently internally and externally
• Reproducing the brand in online and offline communication channels
• Finding employee and customer champions to keep you on-brand
• Persuading customers to pledge loyalty to your brand
• Repairing a damaged reputation