No, it is not! I took what I learned from my soup hunch and experiment (read the full story in my book Tinker) and created a philosophy that works across many and varied industries. We’re sharing stories of recent lucrative and radical client success stories:
Consultant: This specialist is executing a two-track marketing plan. Track#1 is Top of Mind marketing. They publish informative advice and tips monthly to help recent clients remember them whenever a new need arises. Track #2 is designed to Create Demand. With well-told stories and provocative questions, they bring attention to the situations when organization and companies could use their help, even if they don’t realize it. These two tracks are generating a 25% increase in inquiries per month.
Professional Services: This company of specialists is top of mind with their clients. They receive many referrals, which they appreciate. They also know that other similar providers are doing their best to attract some of their client companies. They worked with me to design and execute a powerful Client Appreciation and “Why Stay?” campaign. They are receiving appreciative notes in return, and new business as well. The partners had felt they were so busy working directly for clients that they didn’t have time to work for their own company. They now say “Susan’s work with us went quickly, she was clear and never wasted any time, and we love the excited comments from our clients.”
Auto services: Increased capacity utilization from 60% to 85% in 4 winter months. Increased preventative maintenance visits from average 2 per year to 3.5 per year through the use of outbooking. Made it extremely easy for people with limited availability to get preventive maintenance.
CPA: transformed his practice from 100% a la carte pricing to a complete value based fees model with clients enrolled in an annual services plan for growth. Referrals for the annual plan have increased threefold.
Cybersecurity consultant: replaced his menu of individual services with packages with varying value. Revenue increased 85% in one year.
Architect: increased from 3 to 5 the number of $750K+ home additions he does each year by promoting the artistry of his unique hand-drawn plans and helping him cultivate and nurture his very satisfied clients for at least 3 years.
Interior designer: implemented a customized cultivate and nurture plan for previous clients and their family and friends which has doubled the number of new clients related to those previous clients.
Attorneys: implemented a customized cultivate and nurture plan for their past clients, most of whom had one-in-a-lifetime needs for legal services. By keeping in close touch with these clients through quarterly events, the firm has tripled the number of similar cases and reduced their use of other marketing and advertising techniques.
HVAC: We segmented their 9000 customers into high, mid, and low customer lifetime value groups. I worked with them to create offerings that align with these groups. We designed implemented a marketing effort targeting each group with the offering aligned with their value. Revenue from the high value segment doubled, revenue from the mid value segment increased about 30%. These additional purchases helped the general manager retain more of his staff during the shoulder seasons, rather than having to lay them off and rehire.