| Services in Demand is a complete process that helps you get the most new business opportunities and sets them up so you are best positioned to win those opportunities. While every client's needs are different, common components of a Services in Demand process are described below. Demand Generation Planning While the dynamics of most professional service businesses are often somewhat similar (i.e. compete on value, referrals are historically the best leads, relationships are at the core, thought leadership and reputation are of great importance, implementation is a challenge), every service business is unique in its own way. In the Demand Generation Planning and Setup phase, we work with you to answer questions such as: - How many leads do you need to reach your goals?
- What are the key messages you want to get across?
- How do you communicate your value to clients?
- What tactics, offers, and marketing vehicles should you employ?
- Do your business developers (or rainmakers...or sales leaders...or practice leaders) have the right support material to succeed?
- For whatever strategy you employ, what needs to happen to really get it done?
- What expectations should you have for your demand creation engine given your budget, resources, and goals?
- How should you measure success?
Value Proposition and Message Development "Value in Marketing and Selling" is a core tenet of Services in Demand. Before engaging robust lead generation activities, you need to know which messages will resonate with your target market. Additionally, you need to know how you will provide value to your prospects during the marketing and selling processes themselves. Through our innovative value proposition and messaging development process, we hone in on the hot buttons that your clients use to identify and choose service providers in your area. We then craft these messages using wording that will resonate most strongly with them. Target and List Development At the heart of any strong lead generation process is a highly targeted, segmented, and clean list. Before we develop any campaigns for calling, mailing, emailing, or any other outbound marketing tactic, we make sure we have a clean, quality list to work from. While list development is neither the sexy nor interesting part of marketing, having the right target list is essential for success. Developing Lead Generation and Lead Nurturing Tactics Communicating your value, getting your offers accepted, and generating leads for your services comes down to this: crafting lead generation campaigns to regularly "touch" your customers with your messages and value. Common campaigns for professional service businesses combine direct mail, email, and telephone-based business development. They may also include other marketing tactics such as event marketing, trade show marketing, Internet marketing (website and search engine optimization) and other appropriate tactics. Given the dynamics of your specific services and goals, we will develop regular lead generation campaigns as well as an ongoing touch plan that will be most successful for you. Identifying and Building Offers Based on your value proposition and messages that will resonate most strongly with your market, we construct (or identify already available) offers such as white papers, seminars and events, service samples, entry services, or introductory discussions that will lead prospects into your business development pipeline. Implementation of Lead Generation and Lead Nurturing Once campaigns are developed, we put them to work for you. Much of service business lead generation failure happens in the actual implementation of the tactics. People get busy, they implement tactics poorly, they do not allow enough time to gauge results, they do not measure results, leads get dropped, etc. With Services in Demand, we take care of lead generation implementation for you. Carefully planned and executed touches via mail, email, telephone, and other tactics not only generate your short and long-term leads, they measurably improve your brand strength within your target market, help you cross sell and up sell to current clients, and nurture the leads you already have in your pipeline. Analysis and Reporting We take both macro measures such as brand strength in your target market, leads generated, and new business sold, as well as micro measures such as responses to individual offers, touches per target, and leads-in-progress. We then make adjustments and suggestions accordingly. |