What Every Contractor Needs to Know to Generate Profitable Leads NOW. A Big Thank You to Michael and Devon Stone of Construction Programs & Results

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1 Welcome Welcome to this Business-Building Event What Every Contractor Needs to Know to Generate Profitable Leads NOW Mike Jeffries Rivers of Revenue LLC Closing Success System Marketing s New Rules 1 Welcome A Big Thank You to Michael and Devon Stone of Construction Programs & Results Mike Jeffries Rivers of Revenue LLC Closing Success System Marketing s New Rules 2 About Mike Jeffries I am the Managing Partner of Rivers of Revenue LLC. I am honored to be a SuperStar Instructor for the PDCA and to be on the Panel of Experts for NARI. We have consulted with 100 s of companies and our programs have generated millions of dollars in increased sales in 2009 and Closing Success System Marketing s New Rules 3 1

2 About Mike Jeffries I am presenting our marketing workshop at National, Regional and Local contractor conferences this Fall and Winter. Closing Success System Marketing s New Rules 4 Our Company Goal Help thousands of contracting companies across the country to achieve their goals. As Michael Stone Says Let the Good Guys Win Closing Success System Marketing s New Rules 5 Our Goal For Today s Session Help you to: Maximize the results of your current marketing, advertising and sales efforts. Think about how this will apply to your business. Closing Success System Marketing s New Rules 6 2

3 What We Will Cover 1. The Fundamental Flaw in the Marketing & Advertising of Most Contractors 2. How to Avoid the One Thing that Will Kill Your Marketing and Advertising Every Time Closing Success System Marketing s New Rules 7 What We Will Cover 3. Eight Low Cost/No Cost Lead Generation Tactics You Can Implement Now to Get Your Phone Ringing 4. The One Tactic You Must Invest In Now Closing Success System Marketing s New Rules 8 Questions Please Use the Chat Box on the Right Side of Your Screen to Ask Any Question that comes to mind if you have a question it is very likely someone else on the call has the same question Closing Success System Marketing s New Rules 9 3

4 Housekeeping Think Laterally Presentation Slides Downloads to Help You 3 Opportunities to Learn More Closing Success System Marketing s New Rules 10 What to Do First Law of Diminishing Intent Start Right Now Outline the Steps to Put 1 Strategy in Place Now Outline the Steps to Put 2 More Strategies in Place in the Next 2 Weeks Closing Success System Marketing s New Rules 11 Incentive to Implement Best Implementation Example 2 Hour Consultation with Mike: Any Marketing or Advertising Subject Closing Success System Marketing s New Rules 12 4

5 Fundamental Flaw When all the marketing looks and sounds the same your prospect is confused They don t know what to look for, what to look out for and they sure don t know how to find a trustworthy company. Closing Success System Marketing s New Rules 13 Fundamental Flaw The prospect assumes they will get the same result from anyone they select so they decide on price. Closing Success System Marketing s New Rules 14 Common Menu-Board Style Painting Ads Menu-Board Style Ads Just like a restaurant menu Here s our name and here s a list of stuff we have for sale. Closing Success System Marketing s New Rules 15 5

6 Common Menu-Board Style Landscaping Ads Menu-Board Style Ads Just like a restaurant menu Here s our name and here s a list of stuff we have for sale. Closing Success System Marketing s New Rules 16 Notice Anything Similar? Closing Success System Marketing s New Rules 17 Notice Anything Similar? Closing Success System Marketing s New Rules 18 6

7 Evaluating Your Competitor s Marketing Ask Yourself these Questions about Your Competitor s Marketing: 1. Do I expect them to make those claims? 2. Are any other competitors making the same claims? 3. Is there anything really unique about any marketing piece? 4. How does my material stack up? Closing Success System Marketing s New Rules 19 How to Waste Your Advertising $ Platitudes Waste Your Advertising $ Definition of Platitudes: Trite words or phrases that allow: Your Biggest & Your Worst Competitors to Sound Just Like You Lowest Prices Best Service Highest Quality Family Owned Most Professional Largest Selection Biggest in the State Most Reliable Closing Success System Marketing s New Rules 20 Let s Evaluate an Ad Closing Success System Marketing s New Rules 21 7

8 Platitude Evaluations You Be the Judge 1. I Expect You to Say That - Does your prospect expect you to say - Exceptional Service, Highest Quality Materials, Largest Selection, Friendly Staff etc. Of Course They Do! 2. Can Your Biggest Competitor Say the Same Thing? Could your Worst Competitor Say the same things? Not do, just say. 3. Competitor Comparison Test: Cross your name off your ad and write in the name of your Biggest Competitor. Now you know what your prospect is thinking Yeah your ads look and sound the same. Closing Success System Marketing s New Rules 22 Distinguishing Your Company Marketing s New Rules TM How to Stand Out in a Sea of Competition: Start by Being Specific in All of Your Marketing Closing Success System Marketing s New Rules 23 How to Create Great Marketing Start with your prospect. Great Marketing focuses on: What the Prospect Wants to Buy NOT ONLY on What You Have to Sell Find out what the prospect wants and give it to them! Closing Success System Marketing s New Rules 24 8

9 Buyer s Frustrations 1. They don t return calls promptly or don t return them at all. 2. The final price is always higher than the proposal. 3. They don t start or finish the job as promised. 4. It doesn t look as good as promised. 5. They never finish the punch list. Closing Success System Marketing s New Rules 25 Summary 1. The Marketing of Most Contractors Looks and Sounds the same to Prospects 2. Prospects Believe they can Hire Anyone and Get the Same Result So..Price is the Obvious Way to Choose 3. Generalities, Clichés and Platitudes will Kill Your Marketing Every Time 4. Great Marketing Focuses on the Buyer Closing Success System Marketing s New Rules 26 Questions? Closing Success System Marketing s New Rules 27 9

10 Low Cost/No Cost Sources of New Business Endorsements Referrals Additional Services/Products Past Customers Joint Ventures/Co-Marketing Ideal Client/Ideal Joint Venture Partners Web 2.0 Social Media Successful Tactics You ve Used to Grow Closing Success System Marketing s New Rules 28 Endorsements Powerful Strategy to get 5 to 250 leads Expect a 10% to 15% response Puts Referrals on Steroids This Program is an Example of the Endorsement and Joint Venture Tactics Closing Success System Marketing s New Rules 29 Referrals Most Ask but Not Consistently Ask at Least Once a Day Hand out 5 Cards a Day (MS) Be Specific Offer an Incentive Closing Success System Marketing s New Rules 30 10

11 Additional Services People Put You in a Box Your Job to Remind Customers about All Your Services and Products Not Their Job to Remember Easy to Use List of Your Services Closing Success System Marketing s New Rules 31 Past Customers Biggest Untapped Source of Business Your Job to Remind Customers about All Your Services and Products Tell Them about New Services or Great Projects Ask for Referrals Closing Success System Marketing s New Rules 32 Questions? Closing Success System Marketing s New Rules 33 11

12 Joint Ventures Co-Marketing Lots of Companies are Doing Business with Your Customers & Prospects Share the Cost Offer an Incentive Closing Success System Marketing s New Rules 34 Ideal Clients & Joint Venture Partners Define Your Ideal Client or Market Define Your Ideal Joint Venture Partner Focus Lead Generation Where Do You Make the Most $ Closing Success System Marketing s New Rules 35 Web 2.0 and Social Media Facebook, LinkedIn, Twitter etc. More Traffic on Social Networking than Traditional Searches This is Wide Open Growing and Changing $2 Million Dollar Project from LinkedIn Closing Success System Marketing s New Rules 36 12

13 Past Tactics What You Did when You Started Out We All have Stopped Doing Things that Helped Us Grow Review How You Got Every Client in the Last 5 Years Closing Success System Marketing s New Rules 37 Questions? Closing Success System Marketing s New Rules 38 One Tactic You MUST Invest In The One Strategy you must invest in today before your competition figures it out Website Closing Success System Marketing s New Rules 39 13

14 Website Do s and Don ts SEO People that Find You are a Much Hotter Lead Design Options if You re Just Starting Maximizing if You Have One Already Tracking Closing Success System Marketing s New Rules Website Success Story A Painting Contractor Cut His Ad Budget by 75% or $30,000 in 2009 and Generates More Leads than in 2008 Closing Success System Marketing s New Rules Success Stories A Painting Contractor Jumped his Closing Rate from 30% to 41% and He is the Highest Priced Guy on Every Bid A Landscape Contractor in Michigan Needs to Clone Himself to Keep Up with Demand A Multi-Million $ Home Remodeler is Booked through 2010 Closing Success System Marketing s New Rules 42 14

15 What to Do First Revisited Law of Diminishing Intent Start Right Now Outline the Steps to Put 1 Strategy in Place Now Outline the Steps to Put 2 More Strategies in Place in the Next 2 Weeks Closing Success System Marketing s New Rules 43 We Need Your Help & 5 Fantastic Offers We Need Your Help and It Will Only Take 2 Minutes When You Leave the Webinar You Will be Asked to Complete a Simple 4 Question Survey This will Help Us to Get Better so We Can Help You Win in 2010 Closing Success System Marketing s New Rules 44 5 Fantastic Offers Offer #1 FREE Download Program Gearing Up for Success Now Simply Sign Up for Our Weekly Newsletter 90 Seconds a Week to Making More Money (Watch for Blogs on Contractor Talk) Closing Success System Marketing s New Rules 45 15

16 5 Fantastic Offers Offer #2 Get our: Lead Generation Success Handbook Easily Implement and Generate MORE LEADS (Industry Specific Editions) A 2-Hour Coaching Session Mike s Advice to How to Maximize the Results of One of Your Ads Normally this is $650 for attendees on today s webinar Just $249 (the profit on a very small job) Closing Success System Marketing s New Rules 46 5 Fantastic Offers Offer #3 Get our: Closing Success Secrets Audio Program Easily Close MORE PROFITABLE SALES A 2-Hour Coaching Session Listen and Learn as You Drive Normally this is $650 for attendees on today s webinar Just $249 (the profit on a very small job) Closing Success System Marketing s New Rules 47 5 Fantastic Offers Offer #4 No Time to Implement? Not Sure Where to Invest Your Marketing $? Mike only has availability to take on 10 additional clients in the next 2 months Visit Our Website or Call Mike Jeffries Toll Free at (866) to Find Out How We Can Help You Win in 2010 Multiple Bonuses Included until 11/3 Closing Success System Marketing s New Rules 48 16

17 5 Offers Offer #5 Need Help In More than Just Marketing? General business management Tools to improve your estimating skills and accuracy. Advice on how to price your jobs to ensure you can pay your overhead and make a profit. Knowledge on how to write a contract. Day-to-day support and encouragement as you continue the difficult task of running your own business. Call Michael Stone at (888) Closing Success System Marketing s New Rules 49 Questions? Closing Success System Marketing s New Rules 50 Thank You for Your Participation Closing Success System Marketing s New Rules 51 17

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