OSB Webinar Series
Webinar: Attracting Business
Date: 11 August 2010
Facilitator: The Creative Collective
- CONFIDENTIAL INFORMATION –
[Slide 1 – Attracting New Customers to Your Business]
Good evening everyone and welcome to our third webinar in this series put on by DEEDI, the
Department of Employment Economic Development and Innovation. Tonight‟s topic is „Attracting new
customers to your business‟. My name is Yvette Adams and I am from the Creative Collective and we are
very proud to be working with DEEDI on this presentation series of webinars. I‟m very excited tonight to
be delivering it on this topic because this is probably the topic that I have most experience with as it is all
related to marketing and bringing the customer to your business.
[Slide 2 – Agenda]
Here is a little bit of a run down of what we will be going through tonight. First up I will orientate you
around the webinar technology to make sure you are familiar and get the most out of it. We are then going
to revisit some of the key point from the workbook that you have hopefully been going through prior to
this webinar. If you haven‟t, don‟t worry, you can still get a lot out of this session, but we will certainly
encourage you to revisit it. Finally, we will have a quick review and then there will be the opportunity to
ask questions at the very end. So I will encourage to hold your questions until the end, however,
throughout the webinar there will be opportunities to interact with us.
[Slide 3 – Technology 1]
Okay. If this is your first webinar, down the bottom in the box, in the bottom right hand corner, you will
probably see a view that looks a little something like this. If you want to ask a question, you need to click
on the speech bubble icon and you can text us something via chat and you need to direct it through to Jag
Quimby, who is my moderator tonight and a fellow Creative Collective staff member. He will then set
you up and will then give you an opportunity to ask a question. There is also a little drop down menu
where my cursor is, and if you want to see the video because just in a moment I am going to stream live
and say hi, just quickly click on there and see what your options are and select video from there too.
Moving along, here is another view that you may see. You‟ll notice here that there are quite a few
different icons along here in this red section like we have highlighted. The first one I would like you to
look at is the hand. I really want you to participate, so if I ask you a question, raise your hand to indicate
that you know the answer. Just to show me that you have the hang of that, can you all raise your hands
now by clicking on that button.
That‟s very good. This is definitely not sit back and relax. We are going to get you working on this
[Slide 4 – Technology 2]
We will move along to the next one, but on that point I would like you to remember to put your hand
down if you have finished, so click on that again and it will actually remove your hand. So that is just a
way for us to know that you have a question or would like to respond to something.
Right, next one along is the green tick. If I ask you a yes or no question, I want you to indicate if your
answer is yes using the green tick. So for now could you all show me your green tick. Very good, looking
like an excellent exam with all these green ticks.
The next one along is the red cross. If the answer is no to a question or if something doesn‟t apply to you,
click the red cross. So show me your red crosses.
Now this one here. If you feel like I am going to slowly, if you want me to speed up the presentation, you
can click on that button and I will know how you are finding the pace of the webinar. The same goes for
the next button over, I tend to speak fast, so if I am speaking to quickly, click that button and I will slow
down. I generally talk fast as I have a lot of information to cover in such a short space of time, but I will
try to be as clear as possible.
The last one along is the emoticon suite. So if you have ever used MSN messenger, or anything like that,
put up a happy face or a scared face or any type of emotion as you see fit.
You can also send a message to Jag, in this area here, by typing in a text message there if you would like
to ask a question if you don‟t have a microphone or something. I know that some of you don‟t have
microphones so that would be the best way to do it.
[Slide 5 – Introduction – Yvette Adams]
This is me. My name is Yvette Adams as I said, and that‟s what I look like. It‟s a picture of me out in my
garden looking very corporate. I don‟t always look so corporate. Sometimes I look very relaxed because
at one point I was just like you considering a business and I started my business from home. So
sometimes I still do that. I „dag‟ about at home and other times I suit up and go and knock around with all
the corporate types.
I have won quite a few business awards which I am very proud to say and I have been in business with
the Creative Collective for only about 3.5 years. I think the reason we have done well winning some of
these business awards is that we have been innovative the whole way. We have taken on lots of
knowledge like you are right now and we‟ve applied that knowledge to the very best of our ability. So
that‟s something I would really encourage you to do and again I applaud you for getting on tonight.
I have started four businesses from scratch. The Creative Collective is the third, and from starting all of
those businesses, some of them are very small scale, and some of them on a much bigger one, and some
of which have been sold. I have been through the whole evolution of business, so I hope tonight that I can
share some of the tips that I experienced through starting businesses completely from scratch.
Right now, I‟m the director and franchisor of the Creative Collective. We are a creative agency. We
basically offer creative services such as website design, development, graphic design and print, PR and
marketing, online marketing and so on. But we are really big into education as well. I love nothing more
than training people because I love to give them the knowledge to get them to do really well in business
and that‟s why I‟m online trying to help you here tonight.
I work with start-ups right through to large corporates. Both locally, nationally and internationally. I have
helped a lot of businesses attract new customers. In case it is relevant to any of you, I am a mother of two,
so I know how it is. I juggle my workload around a 3 year old and a 6 year old. But I am really passionate
and I really love training others, and I hope that you enjoy this webinar as much as I like delivering them.
So just to show you a quick live cross to show you what I look like. I am not going to show it for long as
it will use up your bandwidth. So I am just going to say hello there, I am a live person here on the
Sunshine Coast – this is what I look like tonight and could you just show me your hand if you can see that
okay. Show me your hand if you can see me. I am going to turn it off now so goodbye, but I will talk to
you now via audio.
[Slide 6/7 – Diagram]
Okay. Here are the topics that we are going to talk about tonight. You will notice that these don‟t look
exactly like the ones in the workbook. That is because there is a huge amount of information in the
workbook and we simply could not cover it all. We have gone through the topics that we feel are most
important to cover off. We would really strongly encourage you to revisit the workbook and look at some
of these topics in more detail. The other thing we are going to do is look at some of these topics from
different angles. I want to use some of my experience to give you a better understanding of the topics.
I would like to know as well if you can put your hand up if you have attended a webinar previously, and
in particular the „Improving your Business Webinar‟ where I did show this diagram.
A couple of you did, so that is great that you are coming back and making the most of these free
For those of you who haven‟t, this diagram is very important when it comes to business. Tonight‟s
context is going to be looking at some of these earlier areas around here. Basically, as you will see here if
you get potential customers and you convert them as soon as new customers – pretty simple concept and
if you have existing customers and you retain them they turn into repaying customers. We are going to be
concentrating on this area tonight. All up though they equal customer base. If you start working on
initiatives to get their frequency and value of order and the amount they are paying you will turn over will
Who of us are in business and would like to increase our turnover as one of our goals? Few ticks there – it
is for a few of you. I just wanted to make sure that you understood where this attracting business or
marketing part fits into the model.
[Slide 8 – Grow your customer database]
The first thing you need to know about attracting people to your business is to know how to grow your
customer database. The first thing is that it is a very simple concept – you need to generate more profit
which is easily done by lead generation. All in all, this diagram is pretty simple really. Have prospects
and then whatever your conversion rate, is that equals paying customers.
The thing that I find when dealing with business owners is that they make complete sense. It‟s really a no
brainer. The hard part for them is getting the prospects in the first place.
We are going to share with you tonight how to get those prospects. Another interesting point I‟d like to
make on this which is also more detailed in the workbook. Apart from getting the prospects which like I
said I‟ll show you, the conversion rate is really the key as to how many customers you will get. Often
when you talk to a business owner and you ask them “What is your conversion rate?” they will often
indicate quite a high rate – sometimes 70% to 80% and so on. Sometimes when you probe a bit further
and say “How do they actually know that it‟s that conversion rate, often that is just the feeling they have
and they may or may not be tracking it.
How many of you are actually tracking your conversion rate? And you know for sure, absolutely correct
what your conversion rate is. That is, the number of people you hear from to what number you are
turning into paying clients. The thing is when people say their conversion rate is about 80% and they
actually start tracking it and crunching those numbers, some of them are actually quite shocked to
discover that their conversion rate is a lot lower.
I want you to think about that and think about some ways you can start tracking and converting more
[Slide 9 – The customer life cycle]
Next up, let‟s take a look at the customer lifecycle. Now this is a great diagram from the workbook and
tonight we‟re focusing on the prospects, the shoppers and the customers and these areas we‟ll be focusing
on and retaining your customers workbook in future webinars. I liken the lifecycle to biology. So wind
your memory back to biology classes at school where if you kind of think of the „prospect‟ as the egg
stage of the butterfly life cycle. They are not even an egg yet, they haven‟t emerged. Think of as the
infantile process. Then think of the „shopper‟ – they are a little thing that are crawling around, they have
a little nibble on this leaf and that, then picking out who they might want to do business with. They then
turn into a cocoon, a chrysalis. Now a „customer‟ hasn‟t really bloomed as such into the beautiful
butterfly which is „the client‟ – a regular paying person.
Now look into this a little bit more.
A „prospect‟ is someone who is in need and is new to you; they are interested in your product or
A „client‟ actually buys and put money where their mouth is. So if you have a contact who has
decided to buy at least once, or make contact at least once and customers might buy at least once
and a client is when they are starting to do regular business from you and obviously that is where
the money is at and that is where we have got to get to. Although we won‟t focus on them hugely
tonight an „advocate‟ is someone who starting to recommend the business to others. I guess you
can think of it as a „flutter of butterflies‟. They are going and getting their other friends and
telling them to come along for the journey.
Finally a „partner‟ will probably be likened to a zoo or a butterfly farm because they are actually
making your offer or what you are a part of their business as well.
[Slide 10 – Poll]
Is that an interesting concept to some of you? I‟ve got a question for you now. Open a poll. You‟re
going to see something come up and it‟s asking you “What would your customers say about your
business to others?” I want you to consider that and start entering A, B, C, D or E – what would people
say if I was to ask your customers about you – what would they say? Would all of your customers say
you are awesome or you‟ve really got no idea?
Can see lots of you filling them in. Lots of you saying most of our customers would say you‟re awesome.
Be really objective in this bit and be really tough on yourself. If you have got no idea, I‟d like to consider
find out what they might say by actually asking them by doing a feedback form by doing a survey, by
taking a poll by doing some focus groups. There are a few different ideas there and find out what you can
do to find out they really think.
I‟ll share the results with you and you can see what other people out there think. This is the benefits of
these seminars. You can get a good handle on other people all over Queensland – how do you compare to
[Slide 11 – Introducing the Sales Funnel]
Ok, here is a really important concept when it comes to attracting people to your business. First up you
need to consider who your target market is. We‟re going to take a closer look at that in a moment. You
need to identify who would possibly have the need of your products or services? Now less of those are
actually going to reach out to and select the prospective customers by using appropriate marketing
activity because although there might be a lot of people who fit your target market mould, less of those
are actually going to be interested and be appropriate for you.
And then thirdly, you‟ve got the leads. When they are turning into leads they are much more valuable.
That is names of people or contact details you have the contact details for and the important thing is they
are on your database, you can phone them, you can email them and you can try and convert them. Now
less of those finally will become sales, now your job again is to get them into the funnel and to push them
through here. But the first part of that process is absolutely, identify who your target market is.
[Slide 12 – The 80/20 Rule]
Before we go further into your target market, I‟d like to you to consider the 80/20 rule. Have any of you
heard of this before? To those of you who haven‟t, basically 20% of your customer purchasers will
provide 80% of your business. Think about that, it‟s actually a really powerful statement. Consider your
customer database, people who currently buy from you and if it is the case that 20% of them are 80% of
your business and perhaps it is the opposite in that 80% of them only give you 20% of the business if you
probably spend a lot of time on them.
What you need to do is classify your customers into an ABC list. I‟ll show you what we do as a company
to help you understand how we‟ve got the strategy in place. For us our A‟s are our crème de la crème -
they‟re the apex and only the top of the top make the cut. For us they are the best customers because they
spend the most, they‟re the easiest to work for; they appreciate us and basically just nice people. It‟s
always nice to deal with nice people isn‟t it you know, who give you good feedback and comments and
that kind of stuff.
So have a think to yourself, if you were to classify all your customers, who would be the A‟s – do certain
people come to mind straight away? Have you lately rewarded them and treated them like a VIP or an „A
Class‟ client? Do you send them a bottle of wine at Christmas? Do you take them out every now and
then? Do you offer them special deals and things because you really should be. Where would your
business be if they were to leave you and walk away?
B‟s – for us as a company they are important to us certainly but they are not the biggest spenders and
sometimes there‟s issues although not all the time. There not always organised and they are sometimes in
arrears. But we also wouldn‟t have a business without them however they are not as important as the A‟s.
They don‟t know this. We don‟t tell them, this is a private thing that usually round the start of December
each year we will do and we will identify the A‟s and reward them, put Christmas gifts and cards and
things like that. The B‟s might also get a card and a smaller lesser value gift to respect the relationship
that we have.
Now the C‟s if you look at the workbook. They are the casual clients – they maybe don‟t do a lot of
business at all, maybe it‟s only ever a one off transaction even. That‟s the definition you will get in the
workbook. We‟re actually going to go a step further there and we call the C‟s our cull. Every year, I‟d
encourage you to do this as it‟s appropriate for your business. We‟ll actually look at who really is costing
us a lot of time, not making us any money and do we not really enjoy dealing with them as a client. We‟ll
actually find ways to extract ourselves from that relationship. How do we do that? It is a tricky one.
We may increase their rates. Put your rates up every year and do it in a professional manner and in a way
that explains why the rates are going up etc. We may refer them to another company and say perhaps
they may be suited to working with somebody else. So there is some strategies you can do and still
maintain face, the client will be none the wiser but for a business and getting rid of some of that dead
wood that is holding you up and slowing you down you can see really dramatic differences in your
business from going through that exercise. Is that an exercise you might go ahead and do yourself?
[Slide 13 – Defining your target market]
Ok, excellent. Now I am going to quickly run through „Defining your Target Market‟. I would like to
ask one of you if you think you have a really good handle on your target market to volunteer. So if any of
you would like to share your target market with the rest of the group could you please raise your hand? In
the meantime, I will just quickly take you through how to define your target market if you‟re not quite
clear on it.
First up, you need to think about geography? Who is your target market? If you know the answer to that
question, where are they? What is their location? For instance, today I met with a personal trainer. He
can only service a local target market. He works for an area called Curramundi, and it‟s not feasible for
him to service Brisbane clients. They are not realistically going to drive an hour up to the Sunshine Coast
to have a personal training session with him. So he really has got a 30km radius that he will service.
People will travel about half an hour. For other people, their target market can cover the whole of
Australia, or the whole of Queensland or as far as Japan and China etc. So have a think about who your
target market is on the geography side of things.
Socio-economic - Really think about who these people are. What is their gender, is there an age, is there
an income, occupation? The more specific you can be the better you can cater your marketing and get
more of those types of people. And perhaps going through the ABC exercises you‟ve gone through –
think about the A‟s. What types of people are they? How can you get more of them? Perhaps you can get
more of them because perhaps that could improve your business.
Psycho graphic – that‟s an interesting one. There is a lot of psychology in marketing. Think about how
they do think? What are their attitudes, values and lifestyles. For instance, are the religious? Do they
have a strong work ethic? What sorts of things are important to them? Are they really into getting fit?
Are they really into losing weight?
I am hoping I am going to see a hand soon for a volunteer because I know one of you is really clear on
your target market and would like to share it – so come on volunteers, come forward.
Behavioural – think about how they behave. Do they celebrate special occasions? What is their degree of
loyalty? Is it product related? What is their association with certain product? For instance, do they like
daring sports because if they do, maybe you can align work activities, marketing activities that those type
of products feature entirely like sports matches and things.
It‟s looking like we do have a volunteer. It‟s looking like we don‟t have one. I‟ll give you guy‟s one last
chance. C‟mon who‟s got a target market? If you‟re not sure. I‟ll head hunt.
Lisa Cole – good on you. She got her hand up first - It‟s a quick old quick draw game here.
Lisa you‟ve just been unmuted. Can you tell me where you‟re from?
[Lisa] I‟m from the Gold Coast. I am an Accountant.
OK, and who is your target market? Can you define that or would you like some help with it?
[Lisa] Just going through what you‟ve said. I‟ve got the geography, that‟s pretty much the Gold Coast
and Brisbane. I have been a bit wishy washy and the only reason I only put my hand up because it
depends on the time of the year so this time of the year it‟s generally individuals then later on its
investment owners and later on its business owners.
OK, so yours is seasonal and it‟s certainly an interesting way to look at because it depends on your tax
cycle. You need to have perhaps different sets of target markets. So, you may say, my individuals are
typically … and what would they be from there. Would they typically be I‟m imagining of working age?
[Lisa] – yes
And then I would image they would be in white collar jobs or across the board?
[Lisa] Across the board
Ok, would they tend to have tertiary education?
[Lisa] Not necessarily, No!
Would they tend to have families?
[Lisa] I‟ve got singles and families
OK, have a consideration then just to narrow it down a bit quicker, because we can‟t spend too much on
this tonight. Of your A class clients, the one‟s that you get the most money from, you love dealing with
them etc. like we talked about before, what is your ideal client?
[Lisa] Generally, they are business owners that want me to assist them and in growing their businesses
more profitably and then lighten their tax.
Well there is some real clarity coming along there. So let‟s say we‟ll focus on that because that‟s where
the money is at for you, that‟s who you enjoy working with, that‟s the easiest way for your business to
grow and do well. Where do they hang out? Are they at certain cafes? Do they belong to certain clubs
or memberships associations? Is there a Gold Coast Chamber of Commerce or something like that?
[Lisa] There is, yes
Are you a member of that? Do you do any marketing or networking through that?
Do you think perhaps that could be a good idea, to target more of your target market?
[Lisa] Probably, I‟ve just not a fan of networking
That‟s Ok, and I accept that and that‟s a good thing. I‟m glad you said that because you have got to do
marketing activities that are apt. What about online networking? Do you know of a thing called
[Lisa] Yes I have heard of it
So you know it‟s a social network for business people. You can target them and look up people via
location, and by what type or roles they are in. You can pretty much get a resume of people online.
That could be a line you could go along couldn‟t it?
So there is a little idea of a place you could go looking for your target market. It sounds like you‟ve got a
little bit more work to do but I would encourage you as I would others who are listening in to consider
different sets of target market. We‟ve only really talked about one set tonight but also for each of those
sets, going through the factors, like geography, socioeconomic, psychographic etc. and draw up a picture,
whatever, do it visually, cut up magazines, bullet points if you like and try and identify your target market
because once you‟ve done that it becomes so much easier to then go and do the marketing activity
because this determines exactly what you have to do to find them. Sound good?
[Lisa] Thank you
You‟re welcome. I‟ll just mute you again now. Thanks for volunteering
[Slide 14 – USP – Unique Sales Proposition]
Unique Sales Propositions. That is something else as a business owner you have to get really clear on if
you want to attract new business. So it‟s also known as a USP, so if you hear people talking about their
USP and you wonder what they are talking about it‟s probably a Unique Sales Proposition. So look
there‟s a few questions on the screen right now – I would like you to text me what your USP is and if you
haven‟t really thought about that before or you‟re not really sure, give it a crack. Try and answer one of
those questions via text right now.
So there is:-
What‟s the one thing that makes your business unique and distinct?
Why should people buy from you and not your competitors?
Do you promise great value, benefits or service
And can I just say on this one, please don‟t say “Great customer service” because so many people say that
to me and it‟s not really a USP. Everybody says they‟ve got great customer service, so if you are going to
say something along those lines – How do you have better customer service? Why is it so much better?
Are we getting some responses there moderator? Here we go…
Lisa has put in “personal, professional and proactive‟ - That‟s good.
Here are some ideas for USP:-
Are you Award winning?
Are you detected?
Do you offer the free consult?
DO you offer free delivery?
Do you have the most experience in the industry?
We‟ve got Cheryl O‟Connor here saying “Known for my good work” which is good to see. Marilyn
Allen saying she has “A spiritual acreage in the Whitsundays for sale” That‟s her USP - I don‟t know if
that‟s a sales pitch or a USP? “A unique experience” coming from Christine Barbara. Melanie Kettling
says “our product is quite unique – It makes water from the air we breathe.” Wow that is unique! And
you know sometimes people do have a really unique product and it almost sells itself. You almost don‟t
need a USP because your product says exactly that.
Moving on from there but do please give further consideration to what your USP is closer to the seminar.
Here are some really important points coming from the workbook. These are “Moment of Truth” and
“Referrals”. Now each of these I‟d like to have the time to go into a little bit more but I do encourage you
to go and look it up in the workbook.
[Slide 15 – Moments of truth & referrals]
The first one is this Moment of Truth concept and that is any point of time when a customer comes into
contact with the business and forms an impression. Now, just looking over here at this diagram, the circle,
telephone, mobile bill – are we all starting to think of some feelings associated with that experience.
You always have as a start, a reason for your call. Your calling them because the money is wrong, or at
the moment here in this particular area a lot of people are having issues with their water bill so let‟s say as
an example you‟re going to ring up about that. First, you have to find the phone number, then the call is
answered by a receptionist and she puts you on hold, and then the sales person is on another call, so
you‟re put on hold again… how is this making you feel?
It makes me feel like this
So think about your business, and if you‟re the owner of your business and you manage your reputation
and you need to manage that sales process. Have you ever called up and mystery shopped your staff
before or have someone else come in and you know „as the cats away the mice will play‟. Is the
reception area clean, are they offered a refreshment were they rude, courteous with you, how long you
waiting for – you know the waiting room scenario. So really, put yourself in somebody else‟s‟ shoes
and give that some consideration because you must exceed the customer‟s expectation.
Now some customers have higher expectations than others. Some I admit, you cannot please but others
don‟t really have that high expectation. If you just communicate and if you just let them get through and
get their message across and feel appreciated and listened to, they will be very happy with your service.
So the key here is to be proactive and of course if there are problems then you have to be reactive. So, I
hope that settled that concept. None of us want to be like those utility bills do we and giving that bad
experience, so make sure that you‟re not.
The other thing I wanted to touch on here is the referral. Ideally, you need to recognise and reward your
customers who often come to you because think of that 20% again – they‟re bringing you 80% of your
business, they need to be recognised and they need to be rewarded. It could be, like I said the percentage
off next time they come, maybe it‟s a free treatment if you offer massage or personal training or
something like that, maybe it‟s a select group you take out for dinner or you introduce them to one
another, you take some extra time to do an extra service for them. There are so many ways to recognise
and reward them so right now I think lots of you have already got great rewarding and loyalty schemes in
place. Would anyone like to volunteer, put your hand up and tell us your great referral program that you
have, briefly tell us what you do and how well it works?
Any hands, any volunteers? I‟m sure some of you have something going on.
Melody has her hand up so we‟ll unmute you. Melody can you hear me? You may need to text me
because I think you let us know earlier that you were going to not have a microphone. So if you want to
text some details about your referral and I‟ll read it out to the others.
Katrina Watson says “we offer customers who refer us, two free movie tickets”- well that sounds pretty
good – I would definitely be referring to you if I could get two free movie tickets. Movies are expensive
Cheryl says “What you do in the case of bookkeeping?” Well that‟s an interesting one Cheryl. The movie
tickets might work. It doesn‟t have to be something related to what you do. Just keeping a track of who
refers business to you. First thing I do is give out a branded bottle of wine, when someone refers business
to me. I only give it once they‟ve converted, but once they do, I send a quick note “Thank you for the
conversion.” There is a great saying that goes: “the best compliment you can give us, is a referral to
another person.” That certainly is a great one!
It is time to open it up to questions like Cheryl just had. We‟ll keep moving along and any of you who
decide to share your referral program in a moment.
[Slide 16 – Using technology to generate prospects or leads]
Now, I‟m going to do one more call. So we‟re going to open up this now. I want to ask you a question
here so you can fill in your answers while I talk about this and that is technology. We have this
wonderful technology available to us now and we would be mad not to use it to help us attract new
business. Here are some ways you can be using technology to generate prospects or leads. One is you
can get a memorable website address like the picture shows. I am a big believer that every business these
days should have a website and have a good address that you can put on the phone and people will get it
and remember and spell it right. Then if it is hard because the web address isn‟t available but it is very
important. Tick the box if you have that in place.
The other one is you need to collect email addresses at any opportunity. I meet a lot of business owners
and I drop that one of them and their face drops because they say “Oh my gosh, I‟ve been in business for
ten years and I‟ve never collected one email” - You know what, it can start today. From this day forward
you will always do it right. And they start doing and they generally start getting some good results. Start
Making sure that you send an auto response when people submit an enquiry. You can actually get a
series of auto responders now. These are automated messages and system technology takes care of this
for you if you set this in place so that‟s certainly a good way to help generate more prospects or leads.
Just Google „responders‟ or „auto responder systems‟ if you want to learn more about that one.
Another one is having an enquiry form to collect contact info. I‟m a big fan of that too. Having that on
websites means that you don‟t get these random phone calls at home that aren‟t appropriate to you. You
don‟t get random emails without a phone number to call back on with very little information and who the
client is and what they want and putting in an enquiry form together keep it short and simple but collect
key details you do need to know. Say you are a wedding planner you might have on there: When do you
plan to get married? Do you have ideas where you plan to get married? You can get a very qualified lead
Search Engine Optimisation is the practice of getting your website up high on the search engines so that is
certainly a good strategy for getting more business. As for Search Engine Marketing which is paying for
clicks like Facebook offers that, so does Google, so does Microsoft which has recently merged with Bing
for pay per click (PPC) stuff and even eBay and LinkedIn offer Pay Per Click strategies now too. So,
search engine Pay Per Click for search engine marketing solutions and find out more about that if that is
something you would like to look into.
Email Marketing certainly a very cost effective way of marketing. These days we have social media,
Facebook, Twitter, LinkedIn – these are great ways to build business with not necessarily any money
unless you‟re paying someone to do it for you. You can also send out online surveys and polls and you
know what that list could be so much bigger but there is some food for thought that you can possibly look
I notice that not all of you have completed this poll. It would be good getting a bit more feedback. So if
just a few of you could … I‟ll move along.
[Slide 17 – The Ice-cream Sales Funnel]
I‟m very conscious of the time here but there are a couple more slides I would really like to show you.
This one is what I called my „Sales Marketing Ice-cream Funnel.‟ This is a different graphic, it‟s not in
the workbook. It something that I actually created and the reason I created it is to explain marketing
We talked about at the start that it‟s all well and good. We understand that we need enquires, that we
need to convert them to have our conversion rate up and get some leads, we then need t make sure they
are engaged, opening our broadcasts, being interested in our special offers. We then need to get the
referring, finally we get the sale and ideally we get the repeat business. So it‟s similar to what we‟ve
learnt in the other slides and in the workbook but it‟s just a different spin on it and obviously push them
down there and things will start happening. Like I said, business owners often say “How do I get them
there in the first place?” Well, I start explaining that with this concept put the ice-cream on top of the
cone or the funnel and you‟ve got the stuff we‟ve just been talking about. If you do SEO, if you do PPC
like I said before such as Google, yahoo, Bing and other options there. It‟s kind of like turning on a tap
so it‟s this sort of effect. Notice that some of these arrows are thick and some of them are thinner. This is
what will happen. I can‟t say to you that this will absolutely be the thing that makes all the difference to
your business and how you attract customers to it. But my advice would be turn off the tap. For some of
you it will basically produce drips or trickles and for other it will produce a stream and for others a river
and for others an avalanche. And that is a great thing so basically you need to start exploring and
experimenting with a marketing mix because if you always do what you‟ve always done, you always get
you will have always got. So does that sound like a good idea – starting to explore other marketing
avenues that perhaps you‟re not doing and seeing if we can get some results with some of them.
[Slide 18 – Develop a bullet proof conversion strategy]
Now finally, this is a very elaborate info graphic as well. But it‟s actually very simple. This is also not in
the workbook but basically I want to get you to consider doing this to your business. I am sharing here
our IT. This is our company, The Creative Collective way of creating a bullet proof conversion system.
We‟ve basically sat down and strategized and refined the process repeatedly where firstly our leads come
from. So we‟ve given it some thought and for us we‟ve worked out – advanced, off line marketing, word
of mouth media, online marketing events are the types of things that give us prospective clients. We then
know that they can take one of three options. They can either ask for work to be done immediately, they
will contact us by phone or email to make an appointment to come and see us or they will fill out a web
form. Then these options happen and at this point all in yellow, there still a lead, they haven‟t converted
they then request an estimate from us or they will pay us to come and see us or they will get information
and think about it – we‟ve heard that one before, or they are then identified that the client is not ideal or
not a service we provide and then we may refer them. So from there we paste them on the database and
from there we may give them an estimate. You can see how all this is flowing. You can take this, you
can amend it to suit your business. I‟m obviously in the service area so it may not be appropriate to your
unique product but just think about each step how yours varies slightly and if this, then what.
For instance, when we‟re coming round to here, if they do go ahead, we set them up in a project
management system, we complete it, we get the final invoice, the payment is in, we follow it up if we
need to, then they get delivered the job and then we‟ve got as a successful business owner. We regularly
send them stuff and hope that they will refer us to other people. That‟s where the referral thing kicks in
as well like we were talking about before.
So is that a useful graphic to you? Can you all go away and think about your own bullet proof conversion
[Slide 19 – Developing an action plan]
Finally, all of this stuff is not much good to you unless you do something with it. I like including little
Bruce Lee who it the man all about action on my action plan slides. Basically, I want to tell you that an
action plan if you haven‟t heard of it is a document that breaks down your business goals into small goals
or tasks and can actually implement them and start making some changes to go ahead. The success of
your business basically relies on you prioritising and actually getting them into place. So here are some
suggested actions and what you can do with them:
I‟m just going to pull out an action plan that I‟ve pulled out of the book and looks like this. Let‟s say
from tonight you say “I need a bullet proof conversion system” here you go, like the one in the webinar if
I like that idea:-
Who‟s going to do it? Me. Well, maybe I have a team member I can delegate it to.
When is the start date? Tomorrow. I‟m really jazzed about that – I think it will make a really big
Completion date? I‟m going to give myself a week. So if it‟s the 18th today it will be completed
within the week.
Resources needed? I might say I need that slide to amend to my own.
Estimates and Costs? Free
[Slide 20 – Diagram]
Separately to that I might go through the tasks of implementing another option perhaps of just giving an
idea of just implementing conversion tracking. I would suggest that all of you need to do that because
quite a few of you with crosses who aren‟t doing that. You might discuss that with the entire team, you
might start it from the team meeting which you might be holding shortly or you might aim to finish it
within the month. There are some ideas how to make the action plan work for you and there are action
plan slides in your workbook on page 52.
Recap on what we‟ve gone through already we‟ve looked at converting potential customers to sales,
targeting prospects and how the number of prospects and conversion rate affects your bottom line. We‟ve
looked at „Moments of Truth‟ and „Referrals‟ and creating that bullet proof conversion system. We‟ve
looked at the Customer Lifecycle remembering the biology of the butterfly analogy. We‟ve looked at the
USP – get clear on that. If you don‟t have it put it in your action plan. Looking at your sales funnel,
looking at technology – if you need to look into some of those technologies I‟ve talked about, put them in
your action plan as well. Allocate time to do research and finally you need to get an action plan in place.
I hope that was useful.
[Slide 21 – Questions]
Right now I will open it up for questions. Thanks for listening tonight. Anyone have any questions on
the topics we‟ve covered so far or with anything to do with business that I can hopefully help you with.
Raise your hand if you would like to ask a question or text it in. Gee you‟re a quite bunch tonight I‟ve
usually got hands going up all over the show. Don‟t be shy. No question is a silly question. Here we go:
We‟ve got Marilyn. Moderator will you unmute her or will I?
Marilyn where are you calling from?
Can you hear me Marilyn?
I actually can‟t get any sound from you Marilyn, perhaps if you would like to contribute you can text me
your question, and we can answer it that way. Anyone else?
I‟m not scary.
Here we go Melody? I don‟t think you‟ve got sound either Melody.
Can you hear me Melody? Can you text me your questions?
Marilyn is trying again.
Thanks for bearing with us everyone else.
Can you hear me Marilyn? Just make sure you‟ve got a mike and it‟s turned up. Ohhh, she‟s showing an
emoticon. Don‟t worry about it Marilyn, just send me a text and I can answer it privately if you like.
Anybody else? Anything related to marketing? Speak now or forever hold your peace.
Lisa is going to ask a question.
[Lisa] Can you hear me Yvette?
[Lisa] we‟ve been trying to get a couple of messages to you but have had no reply.
OK, I‟ve got one from you Lisa, saying „will we be able to get the slides that are not in the workbook?”
Is that the question?
[Lisa] Yes please
Ok, I‟m sure we can arrange something there. We‟ll speak to DEEDI about that. There is also a
recording of this webinar so that will be made available by DEEDI as well and you can take another look
through the webinar. We‟ll work something out and perhaps email you post the seminar post the seminar.
[Lisa] Thank you
You‟re welcome. We‟ll just mute you again. I‟ve got Cyril here asking “What is the best way to
advertise a bookkeeping business?
Well, gosh that‟s the big question. I‟d really like to know first what your business objectives are, what
your target market is. Let me just make wild presumptions right now and presume that people who need
their books done, possibly because they are busy people. Certainly you should have a website, you
should certainly be marketing at times and it would be seasonal again we people would be looking to get
their tax done and I think you need to get clear on the types of people you like working with like do you
like working with home-based businesses, perhaps they are too busy. Do you like working with working
mums who maybe need to manage the accounts for the family and just don‟t have time. There are a few
ideas anyway. First identify the target market and then think of where these people hang out. But you
know, social media will be a good way to build your database start with your own network and grow it
from there. LinkedIn would also be a good place to present business who would possibly need
bookkeeping solutions. I imagine you would need to target small businesses who don‟t have their own
internal financial person.
I‟ll take one more question. I‟ve got an Alana Scott-Young saying “Should you always ask people who
give you their business card, if you can add them to your database. What is the correct protocol?” Well,
when it comes to spam, there is a few things you need to be aware of. There is a website called
ASMA.gov.au which is a governing body which talks about spam. If someone hands you their business
card, they are effectively giving you their permission to contact them in any way listed on that business
card. So, Yes, I would feel quite comfortable having been given a business card by someone to add them
to my database. The other rule that you need to identify is that any outgoing communications, you need
to make sure it clearly says who you are. You also need to certainly give them the option to unsubscribe.
So make sure that that is happening and it‟s an automated process and you will be well within the law.
Final question I‟ve got here is from Alan Birch – “I have not received my workbook yet, please advise”
Just understand that it‟s on the same page that you joined tonight. It‟s on the link in the email. It‟s quite
far down the email at the bottom. If you need us to resend it to you for some reason you can contact the
number I‟ll show you in a moment.
I‟m going to be really generous and do one more last questions. This is Leanne Orchard and she says
„We‟ve been fortunate enough to get a great web address for our new branch of our business. So far we
have a billboard, do you have any other suggestion as to how we can get the address known. Great
question. Look web addresses should be featured everywhere prominently so they should be on your
business card – I always like making them really really big on the business card. They should be on your
email signature which is a really passive form. Think of all the emails you send out in a day. They
should be on your social media sites and I think everyone should be having a crack at social media these
days – a very fast growing area these days and very effective. Basically, just general marketing, you
know marketing materials, advertising, Pay per Click is an excellent way to get your website known and
get people coming into specific pages. I particularly like that because you can track down to the leaves in
the stem as to how effective it‟s being and what key messages are working and that can really lead to how
you refine the rest of your marketing strategy. An eMarketing course is now featuring your website and
link backs and try and remind them that your there as well.
[Slide 22 – Upcoming webinars]
Thanks for your great questions tonight some really good ones there. Just to wrap up, I want to let you
know that if you‟ve enjoyed tonight there are more opportunities to engage in these wonderful free
webinars put on by DEEDI, so here is a list of the upcoming ones.
Considering your business – that‟s the second time we‟re running that one – it‟s happening next
week at lunch time 12.30pm so if you can escape from work and that is something you would like
to know more about, great for businesses in their early stages. Jump on that one
We‟ve got a Retaining Your Profitable Customers which is a great lead on from this particular
webinar happening on September 22nd, so book that in. Also a lunch time one. I‟ll show you how
to register in a moment – It‟s actually on the website, actually you‟ve all done it - it‟s all on that
website and go „webinar‟ and away you go.
Finances – Is finances an issue for your business. . That is a couple of different ones you might
like to jump on. We‟re very excited to have a financial expert join us on both of those webinars
and she will be available to ask any technical questions because I am by no means an accountant.
However, I will be facilitating those on those dates October 20 and November 1.
Finally, if you‟ve got friends who you think would really have benefited from tonight‟s webinar, you can
tell them – it‟s stopped for a while I realise but there is another one of these taking place next year in
March so give them that date and tell them to lock it away. All free free free and all available on that
[Slide 23 – Help is available]
Finally, if there is anything else you want to know about supporting you in your business I encourage you
to go to this website there are so many great resources on there. There is also a phone number should you
ever have a question relating to business, need help with anything, you can also go there to look it up. I‟ll
just quickly show you one feature of this website. If you want to find workshops related to the topics I‟ve
done: say I need more on marketing, I need more on finance, here I am on this DEEDI website and you
can actually go in here and select information like more information about my business let‟s say like
saving, so there is a list of topics and then click next. Here we go is a bunch of upcoming topics and you
can click on these and say oh right this one is in Southport, great I‟m on the Gold Coast, I‟ll come along
to that one. And you can click here to register really no cost only $44.00. So lots and lots of workshops
all over the country or all over QLD I should say. You‟ve got Maroochydore, Spring Hill etc., so go and
have a look at that website and see if there is anything else that could support your business on there.
[Slide 24 – Feedback]
We do need your feedback; it is a requirement for tonight‟s Webinar. Jag is just texting you now to let
you know there is a link – it should only take a few minutes to fill out so please take the time to let us
know if you enjoyed it and what parts your enjoying. It‟s a quick tick and flick, jump on that link now
and if you could fill it in we would really really appreciate it.
Thanks very much for joining us on tonight‟s webinar we do hope you will join us on other webinars and
like I said the slides and the webinar will be made available post the event just look out for emails from
Thanks very much.