MARKETING BUZZ
BY SUSAN LOBSINGER, LOBDOCK IMPAIRMENT DETECTION
Create Clients With Three Simple Conversations
T
here’s certainly no shortage of companies that need to do drug testing or background checks.
Based on a quick Google search, I’ve seen estimates that say the occupational drug testing industry is worth $3–5 billion and growing. If you are like me (a regular conference
attendee who knows the competition in your area), you may feel like we work in a very small industry. And by that, I mean it’s not hard to get to know the players in our industry. Your competition may be fierce, but
there is plenty of business out there for all of us great service providers to earn our share of this market. The trick is learning to find your share of
this vast market. In this article, I’m going to show you
how to find and engage corporate clients without cold calls or other intrusive
marketing efforts that take too much time and show too few results. Successful marketing (in any industry)
has changed from just five years ago. The difference today is that information is abundant. If you want information on literally anything, you have
Google.com (or your favorite search engine) that can answer almost any question and lead you to endless amounts of information. Just a few short years ago, if you could
show that you had the information someone was seeking, you would be considered the resident expert, and that would lead your marketing efforts. But now, due to the abundance of information, this is no longer the case. Marketing is now driven by two
different key pieces of information that are not easily found on the internet: insight and actionable tools. Intelligently adding these two components into our
marketing easily sets us apart from others in our industry. And that distinction gets my foot into
almost anyone’s door. Te Designated Employer
Representatives (DERs) that are guiding today’s corporate clients are oſten in a position where they feel isolated. When you can get DERs of similar industries in a room together to guide valuable insights, not only do you learn a lot about the real-life application of drug and alcohol testing policies, but you also become the connector of these isolated worlds of managing drug testing programs. These events can also help you give
actionable tools to other clients on how people are translating new challenges in occupational drug and alcohol testing or background checks. To appropriately distribute your
insight and actionable tools, I recommend you first separate your prospects into four different buckets. The first bucket is your “connect”
bucket. This bucket is for professionals you have met, but who don’t really fit your ideal prospect because they are not the decision maker in their company. Or, they might not have a drug and alcohol testing program at their company. Or, they do drug and alcohol testing, but their program is, for whatever reason, not one that fits the target model for your company. These people you should connect
with on LinkedIn and keep their contact information handy. You never know if their situation will change in the future, such as if they change jobs and then fit your ideal prospect, or they get into a
44 datia focus spring 2018
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