Your Marketing Success

Once I was given access to budgeting data spanning over a decade, I was able to see patterns and get a better understanding of the types of projects that were consistently profitable. Small to mid construction projects and residential boundaries were not optimal, so I stopped pursuing those projects and focused on what I know makes  money, engineering surveys for water, sewer, landfills, and general site improvements. With that in mind, I push engineers hard to explain to me what they are doing and why so that I can locate what they need and ignore the rest. For these clients, I make sure to respond to any communication within a day and typically within a couple of hours. If they send me an email asking how it's going, I view it as a failure on my part to not keep them informed.

Basically, under promising and over delivering to the clients that make me the most money gets me enough referrals to keep my numbers where they need to be. It also doesn't hurt to be in the fasting growing area within the third fastest growing state in America.

@murphy  Exactly: Under promise and over deliver gets you the referrals and that is the key to success. Marketing per se just won't do it.

Under promise, over perform; honest work; hard work; professional work.  Yes, these are all good things and are of paramount focus in all aspects of operation.

My question is more about specific marketing tactics for new clients.  I haven't done this in years. I am perfectly comfortable now, but if I didn't want to grow a little, I wouldn't want to now.

Targeting work type, identifying those who need it, and cold calling them is my primary method.

Posted by: @hoosier_surveyor

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Targeting work type, identifying those who need it, and cold calling them is my primary method.

My procedure

Targeting work type - check

Identifying those who need it - check

Cold calling them - That's a negative Ghost rider, the pattern is full

To hunt game, you have to find their habitat and go to it.  Want homebuilder clients: join the local builders association, attend meetings, and join committees.  Want transportation engineering clients: join the American Society of Highway Engineers, attend meetings and join committees. Want linear energy and utility clients: join the International Right of Way Association, etc..... Wash, rinse, repeat

Posted by: @murphy

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With that in mind, I push engineers hard to explain to me what they are doing and why so that I can locate what they need and ignore the rest.

This.  90% of the classes that offer continuing education credits that I attend don't count toward my survey license renewal. They are CEU classes taught for my clients so I can better understand their work and tailor the last 20% of my deliverable (the majority of my surveys are all the same) toward what they need from a survey to perform their job better.  And I'm sure to let them know that's why I'm in their classes.  

I haven't advertised (other than my name and number on my truck) in 20 years. Turn down 50% or more of the phone calls and booked out at least 2 months (yes I raise my rates regularly)

That being said if I had to I would ontact all the real estate lawyers and title companies in the are I wanted to work in and introduce myself.

I started "marketing" years previous by teaching survey seminars to my peers, attorneys, title companies, etc. Needed a speaker for your convention - I was the guy. Needed someone to explain the latest ALTA standards - there I was. When I went into business for myself everyone knew me and what I stood for. That is how you sell your professional services.

How do you keep the great clients: Under promise and over perform. Always.