1. Moving from a
“Disease of Sameness”
to
Magnetically Attracting Customers
in the
Professional Services Industry
Prepared for
The Parramatta Accountant’s Discussion Group
Presented by
Alistair Gray - Boost Your Profit

2. Today…
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4. The disease of Sameness…
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6. Examples…
• Business Cards
• Newsletters
• Web sites
• Product
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7. Being magnetic means…
• Aligning with conversations
• Getting attention
• Moving from mass to targeted
• Knowing who you want
• Selling “FREE”
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8. Being magnetic means…
• Knowing the Life Time Value
• Creating a personality
• Being seen as having the solutions
• Marketing Process
• Setting “Sand Traps”
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9. The common approach…
• How can I be seen by the largest
number of people, at the cheapest cost?
Branding, identity, product awareness,
Buzz & excitement
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10. The problem…
Too much money is being spent reaching
people who…
Can not, or will not buy
Massive Waste
Broadcasting not Targeting
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11. First key message… Target
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12. And when they respond…
• Recognise their interest
• Trap their information
• Put them into a marketing process
• Ask them to buy
• Create add on sales opportunities
• Ask for referrals
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13. How do you stand out?
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14. Key question…
Why should I do business with you,
as against your competitors, or
doing it myself?
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15. The bad news…
Everyone says
“Our quality is better”
“Our service is better”
Potential customers can’t measure this
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16. Creating differentiation…
• Price
• Product differences
• Relationships
• Marketing process
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17. Creating differentiation by
marketing process…
• How they feel about you is more
important in terms of long term value
than the reality of the offering
• Very difficult to compare
– You can’t split test
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18. Creating differentiation by
marketing process…
• The biggest thing that controls how
customers feel is how they were sold
“Customers buy on emotion and
justify on logic”
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19. Creating differentiation by
marketing process…
We move from selling against resistance,
and related time wasting to customers
who-
• Are pre-educated
• Better prepared to accept your ideas
• More likely to do what you want
• See you as the expert
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20. Set up a marketing process…
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Entry Point
Request… Report, DVD, Audio, Video, Newsletter,
Register for Event, Telephone Inquiry, Personal Meeting
Create a communication sequence
Email sequence
E- Lessons
Post card series
Letter series
Checklists, Articles, Reports, Videos
Events, Webinars, Etc
Personal contact
Newsletter
Goal – New Customer
Always have an
offer with each
sequence

21. Second key message… Process
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22. Create an Irresistible offer
• Must be very compelling
• Focus on selling the solution to a
problem not you
• Think WIFM
• Make it targeted and specific
• Know your numbers
• Be prepared to buy the right client
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23. Making your offer compelling…
Before After
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24. Third key message… Offer
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25. Only 3 ways to fail …
• Wrong prospect
• Poor process
• Unappealing offer
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26. Big Tip!
The quickest way to
double your
practice income
without spending a
heap of cash!
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27. The quickest way to double you
business, is to get each client, or
customer to refer a new customer to
you
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Referrals…
• Lowers marketing costs… Often FREE
• More disposed to buy
• Less price resistance
• More likely to refer

28. Referrals
“Getting referrals and recommendations
from your clients is about
turning them into story tellers
about
their experiences with you”
Dan Kennedy
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29. Make Referrals a primary focus…
• Priority
• Accountability
• Measurement
• Ask
• Be referable
• Create systems
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30. Want a copy of the slides…
Give me you business card,
Send me an email,
moreprofit@BoostYourProfit.com.au
Connect on LinkedIn & request slides.
And there is more…
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31. 2 FREE Reports…
• "How to Get Far More Accomplished in a
Lot Less Time... 113 Tips and Tricks To
Help Boost Productivity and Overcome
Procrastination“
• “The 3 Biggest Lead Generation
Mistakes Small Businesses Make…And
How To Overcome Them All”
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32. QUESTIONS
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33. Alistair Gray
Boost Your Profit
More Focus, More Time, More Profit
PO Box 3044
North Strathfield NSW 2137
alistair@BoostYourProfit.com.au
1300 654 252
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