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ans Serif">One of the most common issues I'm asked about is how to raise the profile of a business to attract more clients.

ans Serif">This is an important issue no matter how small or large your business may be.

ans Serif">For example one of the clients I'm working with is well established in their industry. They've been operating for many years and have a very good client satisfaction rate. However, their flow of new clients is very unpredictable. And there's still a heck of a lot of potential clients who don't even know this firm exists.

ans Serif">So I've worked with them to create a program that will lift their industry presence, but in a way that emphasises their highly professional approach and expertise.

ans Serif">This means they'll be:

• ans Serif">Exhibiting at key interstate trade shows where they'll get to meet prospects in person.
• ans Serif">Speaking at industry events.
• ans Serif">Pro-actively arranging personal meetings with major corporate prospects.
• ans Serif">Promoting the business to previous clients and industry contacts.
• ans Serif">Creating a follow up plan for all contacts.
• ans Serif">Updating marketing material to address important client concerns (identified through in-house research), including the creation of fact sheets to help clients make the best decision for their circumstances.
• ans Serif">Advertising in niche trade publications.

ans Serif">You might notice that the first five points all revolve around personal contact. Because many service businesses gain clients through recommendations and networking, it's vital that personal contact is the centre of a service business marketing strategy.

ans Serif">"Structure-in" points of contact.
Researchers have shown that prospects buy after having had from 7 to 12 contacts with a business. A contact may be a personal visit or receiving information in the mail. So it's important to try and structure-in as many points of contact as possible with prospects and referrers.

ans Serif">I use the term "structure-in" as it makes us focus on the planned nature of the sales process. We need to carefully assess how we can create meaningful points of contact, and how to advance the level of interest clients have in our services as we progress.

ans Serif">Another example is a small web design firm based in Sydney. The partners in this recently started business approached me because although they have great web design credentials, they lacked the industry contacts and 'visibility' to attract new clients. As you might guess, their top priority is to get in touch with suitable prospects and start making points of contact.

ans Serif">Initially this means:

• ans Serif">Quite a deal of networking.
• ans Serif">Telephone calls to prospects.
• ans Serif">Creating simple yet functional marketing material.
• ans Serif">Developing a structure for their sales process.
• ans Serif">Conducting informative presentations to small groups of prospects.
• ans Serif">Writing topical articles for inclusion in industry specific publications.