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PI PI Business & Marketing Business & Marketing
Secrets RevealedSecrets Revealed
By Jimmie Mesis © 2013
(C) 2013 PI Magazine, Inc.
Today’s ScheduleToday’s Schedule
Business Attitude Overcoming The Past Converting Inquiries Hourly Rates Retainers Profitability Perception Mgt.
Acquiring Clients How/What To Say Free Publicity Networking Direct Mailing Internet Final Review
Business Marketing
(C) 2013 PI Magazine, Inc.
Before We BeginBefore We Begin
Focus & Pay Attention Be Opened Minded Take copious notes Write down inspired ideas It All Comes Together at the End
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Quick IntroductionsQuick Introductions(20 seconds each)(20 seconds each)
Your Name - Agency Name Owner or Employee From (city/state) Years in Business?
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Today’s Program Today’s Program Boils Down to … Boils Down to … Making Money!Making Money!
(C) 2013 PI Magazine, Inc.
Before You Can Achieve Success,
You Must Avoid Failure!
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Why Do PI Agencies Fail?Why Do PI Agencies Fail?
Poor Owner Attitude Portray Poor Image Lack Business Skills Lack of Investment Time Lack of Vision & Strategy Lack of Marketing / Advertising Not Monetizing Client Base Offer Unprofitable Services
(C) 2013 PI Magazine, Inc.
Why Do PI Agencies Fail?Why Do PI Agencies Fail?
Failure to Outsource or Delegate Failure to Invest Profits Caught up in the Day-to-Day Do Everything on the Fly Waiting for that Magical Client Failure to Work an Action Plan Failure to Seek Professional Help…
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Why Do PI Agencies Fail?Why Do PI Agencies Fail?
Private Investigators
are
CHEAP!
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Still Waiting For Still Waiting For Money to Fall From Money to Fall From
the Sky?the Sky?
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How are you goingHow are you going to get there?to get there?
Let Me Show You!
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Are You Ready to Are You Ready to Learn the Business Learn the Business
& Marketing Secrets & Marketing Secrets for Success?for Success?
(C) 2013 PI Magazine, Inc.
““Today’s SeminarToday’s SeminarWill Have a Will Have a
Dramatic Effect Dramatic Effect On My Success”On My Success”
(C) 2013 PI Magazine, Inc.
Start with a New Start with a New Positive AttitudePositive Attitude
Time to Prove it for yourself
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The Business Person…The Business Person…The InvestigatorThe Investigator
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How Much Money How Much Money Do You Want To Do You Want To
Make?Make?•Per Year?•Per Month?•Per Day?•Per Hour?
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How Much Do You How Much Do You Want To Earn Per Day?Want To Earn Per Day?
$250.$500.
$1,000.$2,000.
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$250 Per Day...$250 Per Day...
$ 31.25 x 8 hrs. = $250.$ 62.50 x 4 hrs. = $250.$ 83.33 x 3 hrs. = $250.$125.00 x 2 hrs. = $250.
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$500 Per Day...$500 Per Day... $ 50.00 x 10. hrs. = $500. $ 60.00 x 8.3 hrs. = $500. $ 62.50 x 8.0 hrs. = $500. $ 65.00 x 7.7 hrs. = $500. $ 75.00 x 6.6 hrs. = $500 $ 85.00 x 5.2 hrs. = $500. $125.00 x 4.0 hrs. = $500.
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$1,000 Per Day...$1,000 Per Day... $ 50.00 x 20.0 hrs. = $1000. $ 60.00 x 16.6 hrs. = $1000. $ 62.50 x 16.0 hrs. = $1000. $ 65.00 x 15.4 hrs. = $1000. $ 75.00 x 13.2 hrs. = $1000 $ 85.00 x 10.4 hrs. = $1000. $125.00 x 8.0 hrs. = $1000.
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Charge the Proper Charge the Proper Hourly RateHourly Rate
Know your competition / rates Increase your hourly rate Perception of low hourly rate Fill your funnel with higher rates Become a specialist/expert Dump low rate clients
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Always Be AccessibleAlways Be Accessible
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How do you How do you answer the phone?answer the phone?
(C) 2013 PI Magazine, Inc.
Convert InquiriesConvert Inquiriesinto Clients!into Clients!
You must answer the telephone Voicemail - Answering machine? You must know what to say…
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Take Control of the Call!Take Control of the Call!
“How may I help you?” Statement of Compassion Statement of Experience Get the Details Then…use the 3 Magic Words
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What’s Your Budget?What’s Your Budget?
(C) 2013 PI Magazine, Inc.
Get Larger RetainersGet Larger Retainers
Avoid hourly rate questions Listen carefully to the Prospect Have the Prospect set the budget Provide a case cost range, then…
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What’s Your Budget?What’s Your Budget?
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Properly Charge Properly Charge for Servicesfor Services
Depends on the client and service Charge based on value not cost Same rate for second investigator File prep, research, and reports Travel & Expenses Don’t be an invoice penny pincher
(C) 2013 PI Magazine, Inc.
Your Primary Measuring Your Primary Measuring Guide is “Profits”Guide is “Profits”
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Focusing on ProfitabilityFocusing on Profitability
Gross Income – Expenses
_____________________________________________________________
= Profit
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Focusing on ProfitabilityFocusing on Profitability
Focus on services
with the highest
profit margins
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Focusing on ProfitabilityFocusing on Profitability Process Serving Activity Checks Interviews/Statements Surveillance Background Checks Missing Persons Specialized Investigations
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Invest & Use the Right Tools to Save
Time and Make Money $$$$
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PERCEPTION PERCEPTION MANAGEMENTMANAGEMENT
Agency Name Location Business card Personal Appearance Reputation
How Do Clients Perceive You?
(C) 2013 PI Magazine, Inc.
Agency NameAgency Name
We Catch’m, Inc. Super Dicks, Inc. John Jones Agency Watson Detective Agency Sleuth Investigations ICU Now Agency
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Agency NamesAgency Names Accurate Information Services Case in Point, Inc Datasearch Excerion Western Associates, Inc. The Foster Group
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PERCEPTION PERCEPTION MANAGEMENTMANAGEMENT
Location Business card Personal Appearance Reputation
How Do Clients Perceive You?How Do Clients Perceive You?
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What is Marketing?What is Marketing?
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Everything You Do Everything You Do To Aggressively To Aggressively
Promote Yourself on Promote Yourself on a Regular Basisa Regular Basis
(C) 2013 PI Magazine, Inc.Anything You Do…Anything You Do…
(C) 2013 PI Magazine, Inc.Marketing Works 24/7Marketing Works 24/7
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Research the Services Being Research the Services Being Offered by Your CompetitorsOffered by Your Competitors
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How are consumers finding you? How are they locating your competitors? How is your competition marketing and
advertising their services? What services are they offering and at
what price?
Marketing Plan - Marketing Plan - Consumer AnalysisConsumer Analysis
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What are your competitors strengths and weaknesses?
What are your strengths and weaknesses?
Marketing Plan -Marketing Plan -Service Features/BenefitsService Features/Benefits
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Do you accept credit cards?Do you accept credit cards?
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How Do You Compare?How Do You Compare?
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How will you promote your agency and the services it provides?
Identify and Estimate:
- Budget
- Expenses
- Profit
Marketing Plan -Marketing Plan -Marketing ProgramMarketing Program
(C) 2013 PI Magazine, Inc.
Who will sell your services? What training will they have? How will you sell your services? What FEES will you be charging?
Marketing Plan -Marketing Plan -SalesSales
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Where will you advertise? How many potential clients will see
your ad? How long will you advertise? Competitive reaction to your ads?
Marketing Plan -Marketing Plan -Advertising & Promotion:Advertising & Promotion:
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How are You Positioned How are You Positioned in the Marketplace?in the Marketplace?
You must differentiate You must differentiate yourself fromyourself from
the competition…the competition…
from the buyers point of view!from the buyers point of view!
(C) 2013 PI Magazine, Inc.
Acquiring More ClientsAcquiring More Clients
Where Do PI Where Do PI Clients Come From?Clients Come From?
(C) 2013 PI Magazine, Inc.
Acquiring More ClientsAcquiring More Clients
Word of MouthWord of Mouth
Client ReferralsClient Referrals
Family & FriendsFamily & Friends
Circles of InfluenceCircles of Influence
(C) 2013 PI Magazine, Inc.
How Did You Get Your How Did You Get Your Current Clients?Current Clients?
Advertisement Direct Mail Word of Mouth Others..
(C) 2013 PI Magazine, Inc.
How much is the How much is the average client worth?average client worth?
Per Case?Per Case?Per Month?Per Month?Per Year?Per Year?
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Acquiring More ClientsAcquiring More Clients- Advertising - - Advertising -
Yellow Pages Newspapers Radio Television Magazines Billboards
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Yellow Page AdvertisingYellow Page Advertising
Start Small –
Work your way up in size as confirmed results warrant.
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NewspapersNewspapersRadio & TelevisionRadio & Television
Reaches very large audience Reaches many markets Most will forget name phone
number Most will not need your services Poor Audience Recall No reference for future need
(C) 2013 PI Magazine, Inc.
Acquiring More ClientsAcquiring More Clients- Advertising - - Advertising -
Yellow Pages Newspapers Radio Television Magazines Billboards
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Advertising Pros & ConsAdvertising Pros & Cons
You Must Track Every Single Ad to Determine
its Success!
(C) 2013 PI Magazine, Inc.
How will you handle the increased volume
in business?
Marketing Plan -Marketing Plan -The FutureThe Future
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Acquiring More ClientsAcquiring More Clients
Networking Your Networking Your Way to New ClientsWay to New Clients
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Networking For SuccessNetworking For Success
Who You Know – Who Knows You
(C) 2013 PI Magazine, Inc.
Always Be NetworkingAlways Be Networking
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Networking Networking With PeersWith Peers
Join your:
•State PI Association
•Nat’l PI Associations
•Related Associations
•Int’l Associations
•Internet Listserves
(C) 2013 PI Magazine, Inc.
Acquiring More ClientsAcquiring More Clients- Networking Goals -- Networking Goals -
Meeting other People Learn what others do Having others meet you Promote your USP Establish SBA’s Get a new client
(C) 2013 PI Magazine, Inc.
First First Impressions Impressions Are Long Are Long LastingLasting
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““Hi, what do you do?”Hi, what do you do?”
UNIQUE SELLINGUNIQUE SELLING PROPOSITIONPROPOSITION
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Acquiring More ClientsAcquiring More Clients- Networking Etiquette -- Networking Etiquette -
Smiling Drink/food holding Hand shake Small talk - Compliments Using your USP Business cards It’s all about THEM!
(C) 2013 PI Magazine, Inc.
Acquiring More ClientsAcquiring More Clients
Time to Practice Time to Practice
Your New Your New Networking Skills Networking Skills
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Targeting LawyersTargeting Lawyers
How Did You Land Your Current Attorney
Clients?
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Targeting LawyersTargeting Lawyers
Acquire a lawyer’s mailing list Identify and target key firms Identify firms by specialty Identify local legal publications Targeted direct mail campaign Attend Bar Association events
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Targeting LawyersTargeting Lawyers Direct Mail Campaign Advertise Cold Call - determine “their” needs Promote the benefits Keep detailed records of contact Follow-up on a regular basis Ask for the case or assignment
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What’s Your Budget?What’s Your Budget?
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Targeting LawyersTargeting Lawyers Don’t Lower Your Hourly Rate Offer More for the Money Use a Retainer Agreement If it’s NOT in Writing,
DON’T Start the Case. Confirm EVERYTHING
in Writing!
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Don’t Forget, ALWAYS… Don’t Forget, ALWAYS… Ask For a Case & Referral!Ask For a Case & Referral!
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Targeting Insurance Targeting Insurance CompaniesCompanies
Acquire list of authorized companies Call and identify SIU/Risk Mgrs. Request inclusion to the vendors list Identify current competition Get a referral into insurance
company
(C) 2013 PI Magazine, Inc.
Targeting Insurance Targeting Insurance CompaniesCompanies
Speak with SIU representative Preferred introduction procedure What services are they looking for? Do they prefer an introductory visit, letter, sample report, video/cd/dvd? Provide Free offer Follow-up with telephone call to
acknowledge receipt of materials.
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What’s Your Budget?What’s Your Budget?
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ALWAYS for a ALWAYS for a Case & Referral!Case & Referral!
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Targeting Small & Large Targeting Small & Large CompaniesCompanies
Make yourself known Network whenever possible Join local civic organizations Send personalized letters to VIP’s Prepare a custom service package Continuous direct mail promotions
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Targeting ConsumersTargeting Consumers
Word of MouthNetworkingAdvertisingReferralsDirect Mail
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Your Primary InvestmentYour Primary Investment
TimeEnergyCommitmentMoney
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What’s Missing?
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You Taking One You Taking One Step After Another!Step After Another!
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Keep Detailed RecordsKeep Detailed Records
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Be Prepared When Be Prepared When Meeting With ClientsMeeting With Clients
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Focus on the Focus on the Client’s Client’s Needs…Needs…
Not Yours!Not Yours!
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What’s Your Budget?What’s Your Budget?
(C) 2013 PI Magazine, Inc.
Developing a Developing a Direct Mail ProgramDirect Mail Program Target a specific market Develop a great sales letter Mail out 50 letters every week Track the responses Follow-up your mailings by phone Repeat the process every 6-8 weeks
Multiplication Multiplication Marketing Marketing
Mail 50 Letters per week
x 4 weeks = 200 Lettersx 52 weeks = 2,600 Letters
2% response = 52 New Clients5% response = 130 New Clients
(Approximate expense - less than $1,000)
(C) 2013 PI Magazine, Inc.
The #1 Benefit of The #1 Benefit of Marketing…Marketing…
Steady Income!
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Dedicate Dedicate Time For Time For Sales Sales Calls Calls EverydayEveryday..
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Promoting Your BusinessPromoting Your Business Sales Person Seminar Speaker Radio Guest Build Mailing List Business Cards Brochures Newsletter Specialty Items
How-to Report Cross Promotion Thank-you’s Birthday Cards Attend Seminar Trade Shows Advertise Press Releases
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Offer To Be A Speaker
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Send Greeting Cards and Thank You cards to Clients Whenever Possible
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Internet MarketingInternet Marketing Works for you 24/7 Great ROI Provides national promotion Provides detailed promotion Easy to update Tremendous revenue generator
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Meta TitleURL
Content
First Sentence
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Time to Go Time to Go Live on the InternetLive on the Internet
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Review ChecklistReview Checklist
Set a goal Create a Plan Focus on that Plan Implement the
Plan Work the Plan
Keep Track of Your Progress
Don’t be discouraged
Forget the Plan, You Lose
(C) 2013 PI Magazine, Inc.
Don’t Be Penny Wise & Pound Foolish
It Will Cost You Thousands!
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Success starts Success starts with YOU!with YOU!
Just Do Something
To Market Yourself
Everyday!
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Set Personal & Business GoalsSet Personal & Business Goals
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Words of AdviceWords of Advice Set your Goals:
• Business
• Personal
Set a Date Create a Plan Work the Plan
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Other Options Other Options Available To You…Available To You…
•Custom Letters•Retainer Contracts•SEO – Web Design•Mentoring Program
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Will Today’s SeminarWill Today’s SeminarHave a Have a
Dramatic Effect Dramatic Effect On Your Success?On Your Success?
A Final Comment…A Final Comment…
Success is the result of planning, dedication, and hard work…and a little
luck never hurts!
(C) 2013 PI Magazine, Inc.
Chance for Chance for QuestionsQuestions
How many tips did you write down?
Hire me as your Hire me as your Marketing ConsultantMarketing Consultant
or Web Designeror Web Designer
Jimmie Mesis
732-308-3800
