Attracting quality leads for your business is now proving to be 10 times harder than it was 15 years ago. So, how do you have your marketing stand out amongst the 3000-odd messages that potential customers receive every day? Why do some businesses effortlessly attract their ideal jobs/customers whereas others push hard for minimal return? In this practical, results-focused workshop, you will learn 8 street-smart steps to create a game plan that attracts an abundance of high quality leads with maximum return.

1. 8 Powerful Strategies for
Attracting More Ideal Customers

2. Welcome
• Hi…I’m Jon Mailer
• Be Open – take notes, ask how?
• Participate – share
• Link to slides – slideshare.net/tradeinsights

3. Who is PROTRADE United?
Australia’s #1 coaching & mentoring organisation
supporting trade & construction business owners
nationally…
To help business owners to:
• Stabilise & Streamline – creating CONSISTENCY with income, profit
& cash to give them freedom of CHOICE
• Scale – growing # projects, vans, teams, (with profit!)
• Step Out – off the tools, choose a role, sell/manage buy out

4. Some of our clients…

5. People you may know…

6. Who is this for?
In this session…
• Think differently about your business
• Understand how attract consistnet quality leads
• Avoid the biggest marketing mistakes that trade owners
make
• Implement eight simple marketing strategies
• Discover simple ways to increase marketing R.O.I.
• Fix lead generation challenges – forever*

7. Who is in the room?

8. Who is in the room?
Rectangle - Intelligent, strong decision makers, proactive
Triangle - lateral thinkers, prepared to look at all sides
Squiggle - Creative, strong imagination, leaders of people
Circle - Totally pre-occupied with sex and booze

9. Challenges…

10. Challenges…

11. What is the hardest for you?

12. • It now cost 3.5 x more in 2016 than it did 20
years ago to reach prospective buyers
• It now takes 8 attempts to reach a prospective
buyer compared to 4 attempts 20 years ago
• Therefore ½ the results from previous same
efforts are common
The data shows…

13. Does it get any easier?
Don’t wish it was easier.
Wish you were better.
Jim Rohn…

14. Your own economy…

15. Psychology vs. Skills/Ability

16. Earning potential with your
hands?
$000’s

17. Earning potential with your
head?
$000,000’s

18. Adapt the ideas…
To suit your business and
target customer…

19. My assumptions…
• You are a master of your craft
• Professional of your trade
• Always looking to add ‘massive’ value
• Value yourself and your work
• Under promise and over deliver
• Open to change

20. Need a recipe…

21. Marketing isn’t everything, however…

22. Need a recipe…
Ingredients…
1. Key TARGET Customer
2. Be DIFFERENT - (Brand Promise)
3. Create world class PERCEPTION (Attract)
4. Brand CONSISTENCY
5. Know your ACA and ROI
6. Know your GAME PLAN (and numbers)
7. CONSISTENT & (PERSISTANT)

23. Think FISHING…

24. Who is the ‘target’
customer?

25. Who is the ‘target’
customer?
Sweet Spot
10-15%
Majority
70-80%
Smaller Market
10-15%
Larger Market
10-15%

26. Dream
Client
Profitable
Pay
PleasurePartner
Pathway
Who is the ‘target’
customer?

27. Create great PERCEPTION…

28. Perception = Reality

29. Brand CONSISTNECY

30. BRAND Touchpoints
• Email Address
• Phone Number
• Voice Mail
• Uniform
• Stationery
• Signage
• Website
• Vehicle Cleanliness

31. Credibility Pack

33. Where is your VALUE?

34. Who do you choose?

35. Better is NOT Better!
DIFFERENT is
Better

37. What is your BRAND
PROMISE?
1. Emotional Benefit
2. Functional Benefit
3. Financial Benefit

38. Understand…
1. Greed
2. Lazy
3. Impatience
4. Vanity
 Give more than you promise
 Make it easy for them
 Make it happen quickly
 Make them feel good in the
process.

40. What has been valuable?

41. Know your numbers…
1. Allowable Cost of Acquisition
2. Return on Investment - $, time, energy
3. How many LEADS do you require?

42. Know your numbers…
Profit Target - $150,00 @ 15%
Revenue Target = $1,000,000
Average Job Value @$10,000 = 100 jobs
Conversion Rate of 50% means
# Leads required = 200

43. Create the GAME PLAN

44. CONSISTENT &
(PERSISTANT)

45. What has been valuable?

46. Need a recipe…
Ingredients…
1. Key TARGET Customer
2. Be DIFFERENT - (Brand Promise)
3. Create world class PERCEPTION (Attract)
4. Brand CONSISTENCY
5. Know your ACA and ROI
6. Know your GAME PLAN (and numbers)
7. CONSISTENT & (PERSISTANT)

47. Need a recipe…
Method…
1. HISTORY tells a story
2. Build CREDIBILTY– collateral, expertise, educate
3. WEBSITE/Online – what do I need?
4. LOCAL Area Marketing (L.A.M.)
5. GRATITUDE Marketing
6. Strategic PARTNERS/REFERRALS
7. Build your TOP 25 & CONNECT

48. HISTORY tells a story

49. Build CREDIBILITY…

50. WEBSITE/Online…

51. Build CREDIBILITY…

52. Local Area Marketing

53. Local Area Marketing

54. Local Area Marketing

55. Local Area Marketing

56. BUILD Credibility

57. GRATITUDE Marketing

58. GRATITUDE Marketing

59. GRATITUDE Marketing

60. STRATEGIC
Partners/REFERRAL

61. STRATEGIC
Partners/REFERRAL
What is their CURRENCY?

63. TOP 25 CONNECTING

66. 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…

67. Do nothing!
What gets in the way…
LIFE
!

68. Which leads to?

69. Your opportunity to get clear
Complimentary - ‘Strategy’ Session
• Where you WANT TO BE
• Where are you NOW
• Create a ROAD MAP to get you there…