but it certainly means they don’t know exactly where to start with their buying process. You can help them out by creating YOUR way of taking them
through the sales process at your company. You can do this by offering an onsite visit to get every detail about their company’s policy or their desired policy and presenting ourselves as a partner and expert in their drug and alcohol abatement program. If you offer background services or other related human resources services, you should include this in your visit. When you have your specific sales process, you are able to
present them with a detailed service prescription and budget rather than an old-school proposal. We steer clear from proposals because that puts us in a comparison type situation with other vendors. We feel we cannot be compared to anyone else based on the knowledge and services we are able to provide every client.
3
Send a weekly email out to everyone on your email list that is built through your free report mentioned earlier. These weekly emails should not be geared towards selling anything *most* of the time. You can have a schedule of topics you keep posted and write a few paragraphs to answer questions that you hear from your clients. If you don’t have clients yet, you probably have friends or family members that have questions about what you do when you are socializing. Start with those topics and write about them. When you write these little articles, feel free to also put them
in blog posts on your website. Not many people blog about occupational drug and alcohol testing. So, our blog has gotten crazy traffic because we are answering questions that so many people have about testing. This also allows you to use your efforts for more than just one email. About once every six weeks, you can substitute an
informational email with a service offer or special that you’re running. Make sure your specials all have deadlines. We typically run these specials on what we consider to be introductory services. Or, services that are not too expensive and are an easy entry point for someone to try your company out.
4
Use social media for targeting your ideal client.
LinkedIn is an amazing tool to use for targeting human resources managers, atorneys, or other professionals. Plus, it’s very affordable. We have also been very successful using Google Adwords. While I could give you some great tips on how to use these tools, they also both have great support services that you can call to have them walk you through how to create a campaign.
www.datia.org
5
Send out a monthly hard copy newsletter.
Tis is the silver bullet against your competition. We spend about $1,000 per month sending out physical newsleters in the mail to our clients. We used to format the entire newsleter ourselves, print them and then mail them. As you can imagine, this is about a month’s worth of work for two people. If you don’t’ have a lot of time, use a site called
www.GoBigNewsleters.com. Tis site has a few “done for you” newsleters where you just write 2–3 articles and place them in the spaces they have available. Tis usually takes me about a half a day. Tey will then print the newsleters and mail them for me and it costs under $1.00 per newsleter; and it’s in full color! Tis enables us to have contact with every single one of our
prospects once a month. For really big clients, it may take a full year-plus to gain enough trust for them to finally reach out to you. Plus, some people may be aware of you, but only need you 2–3 times per year. How are you going to guarantee that they have your contact information when they need it? Well, if you send them a monthly newsleter, they are significantly more likely to have your information directly in front of them exactly when they need it. Every single one of our larger clients has initiated contact with us aſter receiving our newsleter 4–5 times. You can also include a reader contest in your company’s
newsletter to give away movie tickets if they answer a trivia question correctly. The first month we did this, we had exactly two people answer. Since then, the number of answers we have gotten has grown and the speed in which they call is significantly faster. ❚
Susan Lobsinger began her drug and alcohol-testing career in 2010 as a certified specimen collector and Breath Alcohol Technician. Shortly after receiving her certifications, she launched her first company believing that business would come as soon as people became aware of the services she offered. This belief showed
to be incorrect. It took her over three months to get her first client. Frustrated and concerned for the future of her new business, she knew there had to be another way.
Susan has a Bachelor of Arts in business, specializing in marketing.
One consulting group offered up a contest to the 150+ business owners in the group. Whoever could “Better their Best” in business would win a very large prize. Susan took home that prize and as a reward, she was invited to spend a week with Sir Richard Branson and 25 other entrepreneurs on Branson’s private island called Neckar Island.
Now Susan is ready to share her secrets on how to quickly scale your drug and alcohol testing business to create jobs in your community and offer top-notch services to people who need it.
datia focus 25
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