Case Study – Solways Printers
Tim Solway of Solways Printers came to me in need of some help. Tim had been running his printing company for over 30 years and clearly loved his business. However, Tim told me what I already know.
Tim said, “the printing industry is in tatters, no one is buying print anymore, all marketing has gone digital and printers are going out of business on a daily basis.”
Tim continued “I need some help with my marketing. We are really good at what we do, but not so good at marketing what we do. We need to get an extra £20,000 per month into this business and we need to do it fast! And by the way – I’ve got no money, or very little to invest in marketing.”
I told Tim that my aim was to help him to double his business in 12 months and he laughed!
We didn’t do it in 12 months. We did it in 9 months. In this case study, I am going to explain how!
The first step was to pick up the low hanging fruit. I asked Tim – “Do you have people who have asked for a quote over the past 12 months, but for whatever reason, they have not converted?” “Yes,” Tim said “lots of them,” I asked if he had been thorough in following these guys up. “No,” he said. “I’ve been busy!” I then suggested that he should call each and every one of his quotes up and try to convert them into sales.
We came up with a great script and Tim made 10 calls the following day.
During these calls, he got £8,500 worth of sales, as well as four referrals into other businesses and we turned those leads into over £20,000 worth of business.
Not a bad 1st day!
Tim and his team continued to rake in those easy sales for several months.
In the meantime, we started to work on his current clients.
I suggested to Tim that he should pick up the phone and ask his past clients and current ones two very powerful questions :
- Did they need any printing doing right now, or in the near future
- Who do they know that may need some quality printing doing either now, or in the near future?
Going back to his current and past clients literally opened up the floodgates.
Step three was a new website which we designed for him – you can’t be London’s leading quality printing company with a crap website [Tim’s words, not mine].
Once the new site was live we set about driving traffic to the site using SEO, PPC, email marketing and Social Media. Then we worked on improving the CRO (Conversion Rate Optimisation) of the site.
We were now in month six and really getting some significant new business in and we decided to take a bit of a step back and look at Tim’s clients. Who are they and what did they want?
I suggested to Tim that he needed to be more than ‘just a printer’. He needed to position himself and his business.
Tim said that Solways was ‘London’s leading firm of quality printers’. He was very strong in his belief about this and so we agreed to go with it!
We positioned Solways Printers as ‘London’s leading quality printers’
So we decided to target the quality market. Solways became famous for their quality 3 x normal thickness business cards (I know, I use them and every time I give them to anyone they comment on the quality and thickness).
They started to target business, industries and organisations who wanted a top quality product and were willing to pay top prices for both the product and for the professional advice that Solways Printers provides.
Tim and I have become firm friends over the past five years. He has taken me to the Cricket at Lords several of those years and he has recommended me to several of his clients and contacts.
Tim is very kind in his comments about me and how much I helped him and how I managed to help him to turn his business around, but the truth of the matter is:
What I told him was not so difficult, but what Tim did that others don’t is that he took massive and consistent action. He picked up the phone and got on LinkedIn and wrote and sent out those emails.
He invested in PPC Advertising and in a new website and OK sometimes his marketing was not 100% perfect and it did not work, but he carried on consistently marketing his business on a daily basis.
Want help from me? Call 01256 242 272.
Want to improve your printed marketing, then get in touch with Tim at Solways Printers at www.solways.co.uk
Case Study – Demand Logic
Gilbert Lennox-King of Demand Logic met up with me in August 2017. Gilbert is the newly appointed ‘Head of Business Development’ at Demand Logic.
Demand Logic is a simple, powerful and fast software enabling businesses to improve the fitness of their buildings – ‘Fitbit for buildings’. Demand Logic uses data analytics and an online collaboration platform to find performance improvements in commercial buildings.
Gilbert said, “I have been given a remit by my fellow Directors to increase sales.” My aim is to increase the company’s lead generation from 15 to 30 leads per month and so work toward doubling the size of the business. (Double your leads and you double your turnover).
Having decided he needed independent help and advice, he joined my ‘Private Practice Group”
Members benefit from a monthly group meeting plus weekly telephone, online, or in office meetings with me.
Gilbert joined on 1st September 2017 and, shortly thereafter, we had our first one-to-one meeting.
Initial Marketing Advice
As usual, I started by asking Gilbert what he was currently doing and how well it was working. We discussed some really ‘quick wins’ and ideas to improve:
1. The amount of business the company generated from current clients 2. The number of referrals they were getting
3. Online marketing results.
We met twice in those first two weeks. The group meeting followed, on the 26th September.
At the start of each group meeting, each member gets the chance to stand up and clearly state what actions that they have recently taken and what results were achieved.
When it came to Gilbert’s turn he announced:
“We joined Steve’s group on 1st September 2017 with the aim of getting help to increase our lead generation from 15 to 30 leads per month. However, we have increased our leads from fifteen to forty-five per month within 3 weeks of working with Steve.
Not a bad 3 weeks!
Gilbert and his team will continue to rake in those easy sales every month forever, at no cost, so long as they keep taking action.
In the near future, we are going to look at.
1. Focusinginonthebestandmostprofitabletargets 2. LinkedInPPCAdvertising
3. Email marketing
How can you benefit?
Want to join the select group of business owners reaping the rewards of the Private Practice Group? Call me now on 01256 242 272.
Want to improve the effectiveness of your buildings and reduce costs? Contact Gilbert at Demand Logic – http://www.demandlogic.co.uk/