Selling on price is a hard-to-achieve strategy in the promotional products industry. With the right planning, positioning, promotion and presentation, you can command a fair price for services that you might currently feel you have to give away.

2. How much time do you spend every day
researching products for customers?
Time is money

3. How often do those customers take those ideas
and then shop around for the cheapest price?
Losing money

4. Why let this happen?
Most lawyers provide similar
expertise, but you don’t shop around
once you’ve selected representation.
The same should apply to you.
Customers shouldn’t be shopping
around after they’ve received your
time and effort.

5. Price isn’t the deciding factor
…no, really.
55% of customers will pay extra to guarantee a better
service. So don’t give into the price war (Source: Defaqto)

6. Attracting Customers
How to attract customers who are looking for
consultancy services (and are willing to pay for them).

7. Defining your expertise
Choose the niche that:
ü You have personal experience in
ü You see as a growing industry
ü Has the most opportunity in
your area
You’ll have a better chance of success if you concentrate your
efforts on a single niche.

8. What’s your drive?

9. Simon Sinek’s Golden Circle
¤ Why - This is the core belief of
the business. It's why the
business exists.
¤ How - This is how the business
fulfills that core belief.
¤ What - This is what the
company does to fulfill that
core belief.

10. What separates you from others?
Show that you’re different
from others and offer
something of real value.
Learn from Apple’s
marketing strategy.

11. Strategy for your niche
q SEO within your
niche
q Exhibitions within
your niche
q Email marketing
that doesn’t focus
on the what, but the
why.

12. Showcase your expertise
In every buying decision, customers want to find an expert
who has a proven solution and track record.
1.) Find
your Why
2.) Find
your
Niche
3.) Share
your
knowledge
4.) Share
your
success
Be seen as an expert

13. Multi-channel marketing
Brush up on your skills on
multi-channel marketing
so you can show how
promo items tie into the
wider company goals.

14. Positioning
Consultant
BOTH!
One or the other…or both?

15. Anatomy of a consultancy-led website

16. Clear
CTA
Social
Proof
Focused on Services,
not Product
*Our* Fresh Ideas
– Signposting
Expertise.

17. Credibility
(Clients)
Clearly Laid
out Areas
of Expertise
Credibility
(Organizations
)

18. Deliver the wow factor

19. Virtual Presentations
Creating a virtual
presentation for your clients
allows them to see their logo
on products, so they don’t
have to imagine what the
possibilities are and are more
likely to buy.

20. Speedy Response Time
Responding within the first hour of their inquiry is key to
keeping your business competitive.

21. Client Testimonials
Testimonials strengthen the credibility of you and your business and
as you know, people won’t do business with you if they don’t trust
you.
Places where you can put your testimonials:
q Blog
q Brochures
q Website
q Emails
q Direct mail letters
q YouTube

22. Handwritten notes
Handwritten notes have become almost extinct in the
business world. If you are looking for ways to stand from
the crowd, try putting pen to paper whenever you have
the slightest excuse.

23. Company Stores
Whether you've already won
the business, or you're
setting up a company store
as part of a sales pitch,
making sure that the website
matches their existing
branding is critical. It shows
that you're in tune with their
needs and prepared to
exceed their expectations.

24. Questions?
Contact Martin Varley:
Martin.varley@customerfocus.com
Contact Sarah Wilson:
Sarah.wilson@customerfocus.com