BUSINESS
Marketing for Service Practitioners
In the first of a two-part feature, Niki Tudge discusses planning and strategizing to optimize
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business growth and success
© Can Stock Photo Inc./fotostok_pdv
n the pet industry, most of your dog trainer, as well as the actual pet sitting or clients will come from referrals, usudog training service. As service providers, we ally from professional pet-related orhave to perform the pet sitting, training, groomganizations like humane societies, rescue ing, and/or dog walking in the most professional networks, veterinarians, and consumers and exceptional manner. What we actually maras well as by word-of-mouth from past ket is what all this represents to the client – and present clients. Because of this, a peace of mind, and the safety, good portion of your marketing dollars happiness and well-being of will be spent on promotional materials their pet. and items to encourage these referral Now that you understand sources. what marketing is, let’s talk To start though, exactly what is marabout marketing strategy keting? There are many definitions availand its process so you able. These are some of my personal can develop a workable favorites: and effective marketing Marketing is the social process by plan. which individuals and groups obtain what The Marketing they need and want through creating and exchanging products and value with others Strategy Process Pet professionals must market - Kotler. their products and services to the Marketing plans do not people that want and need them Marketing is the management need to be complicated process that identifies, anticipates and satisfies client requirements and convoluted. They can be simple outlines that identify what profitably - The Chartered Institute of Marketing (CIM) you plan to do, when and how. All of your marketing activities The right product, in the right place, at the right time, at the should revolve around the four points you need to focus on to right price - Adcock. increase your business and profitability: Marketing is essentially about marshaling the resources of 1. Find new clients: This can be through advertising, coman organization so that they meet the changing needs of the client on munity involvement, referrals, events, and networking. Most of whom the organization depends - Palmer. your marketing will be education-based, where you give away Regardless of which definition you prefer, you need to under- samples (e.g. demonstrations, guides, introductory courses) to stand that marketing is: encourage prospects to become lifetime clients. • A continuous process through which we plan, research, 2. Increase the average spend/sales per client: Upimplement, control, and evaluate our efforts, which are designed sell your clients with higher quality services. If they choose the to satisfy both clients’ requirements and our own objectives. minimum pet sitting service, show them the value in purchasing • Everything we do to make our service attractive and the more inclusive packages. available to potential clients and to satisfy their needs and wants. 3. Increase the frequency or quantity of your It includes EVERY discipline - sales, public relations, pricing, packclientÊs purchases: Sell your clients additional products and aging, operations and distribution. services (cross-selling) such as dog food, pet sitting, dog walking • Part art and part science and integrates all aspects of and doggy parties. Follow up on services, measure your clients' our business together. activities (e.g. why haven’t they used you over Christmas, did they stay home or are they using the competition?) What Are You Marketing? 4. Hold on to your clients for life: By being the most You are in the business of solving problems.You help your clients reliable, fair, ethical, professional, effective business person on the with what matters to them.You are marketing all your products planet, you will keep your clients for life. Measure your operaand services to people who need and desire them. In the service tion’s effectiveness and satisfaction through surveys and testimonials. Talk to your clients and LISTEN. Maintain the relationship industry, however, recognize that this is based on the trust and confidence your clients have granted you.You are marketing both even when you are not in an active buying-selling transaction. It is far more expensive to earn a new client than it is to keep an exthe “sizzle” and the “steak,” or the “peace of mind” that comes isting client. Once you have a marketing plan it is important to from having a qualified, insured, bonded, certified pet sitter or 58
The Marketing Equation: Interrupt + Engage + Educate + Offer = RESULTS
BARKS from the Guild/May 2016