How to Get Your Foot in the Door…for Business

For the past several months I’ve been working with Work-Comp Management Services (WCMS) to help them clarify their business vision and their marketing strategy. It’s been fun to watch them get really energized about the ideas that come from our sessions.

One of the major new business emphases of WCMS is on-site medical services (i.e, on-site nurses, drug testing, physicals and medical surveillance testing). What they offer is such an improvement to their prospects’ system that making the switch is almost a “no brainer”. WCMS’s biggest challenge is getting a foot in the door with HR and Safety Managers to quote it.

I can’t tell you everything we’re doing to overcome this (or how), but I do have permission to tell you about one way. It’s their new short book, Safe at Work: On-Site Medical Services to Minimize Risk, Liability, and Downtime. The book creates the perfect informational piece to ship direct from Amazon – gift wrapped and placed right on their prospect’s desktop!

The cool thing about this strategy is that no secretary or gatekeeper would dare open a gift-wrapped order from Amazon…and only the very strongest among us can resist immediately tearing into an unexpected Amazon box to see what just arrived.

Of course, inside the book we’ve been very strategic about showcasing testimonials, case studies, legal issues, and calls to action – all items directed at their ideal clients’ immediate needs and concerns.

And, at just $2.15/piece, the book is also the perfect giveaway for Trade Shows and Business Expos.

Think a similar strategy might work for you?

The best way to start is with a Crush It! Strategy Session. In this one-day event, I guide you and your team to develop a unique business and marketing strategy to captivate your ideal clients. By the end of the day, everyone has a crystal-clear picture of the business vision and your clients’ needs. From there, I finalize the concepts for your team, prioritize the goals, and help you complete your implementation plan. If that interests you, let’s talk.

Here’s what Julie Ott, owner at WCMS had to say about her Crush It! projects:

“As a business owner, I spend a lot of time focusing on the “have to do” list, versus the “want to do” list. I’ve always focused on marketing and growing WCMS from the “want to do” list, but I didn’t have a structured process in place to keep me on track with that very important task. The funny thing was, I wasn’t even aware of how scattered my marketing efforts were. When Nicole’s services were suggested to me by our accountant and business consultant, I thought it would be a good idea. I wasn’t planning on diving in with both feet; I had things to do, but I decided my staff would benefit and market more effectively, so I’d go ahead and set up the sessions and I’d learn a few things by sitting in.

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“In our first meeting with Nicole she asked a ton of questions about WCMS; she pulled information from me and my team that, when highlighted and discussed, gave me an unexpected picture of my business. Yes, were were doing well, but there was no effective marketing plan. We were having successful company growth, but it was mostly by word of mouth. Clients’ requests for services were varied with untouched opportunities.  Nicole was helping me better understand my business, which I was sure I knew inside and out. Over time and in plain language, Nicole helped me and my staff develop a comprehensive marketing strategy with clearly defined goals, target clients, a powerful, “cleaned up”  service list, and tools to reach those clients and develop those partnerships that will grow our business. WCMS key employees now have specific areas of responsibility for marketing and growth. The attention we are getting from our new website and comprehensive, well-detailed service list is generating more calls and emails about our business than we’ve ever experienced.

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“Nicole has a unique way of providing businesses with tools to maximize resources, develop stronger team and individual communication, and create excitement about working to grow the business. She is one of the best business decisions I’ve made!”

If you need help getting your team “on board” with a clear business vision, click here to schedule a call. Crush It! Sessions are customized for your business needs.

About The Author

Nicole Gebhardt

Nicole Gebhardt is the CEO of Niche Pressworks publishing, a Marketing Strategist and Certified Publishing Coach. Through marketing consulting and book publishing she helps Speakers, Coaches, Consultants and Business Leaders create compelling and effective messages to inspire people to action. Over the last 24 years she has helped build brands, expand influence, and equip authors who change the world.

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2 Comments

  • Tom

    Reply Reply April 24, 2015

    Great idea Nicole.

    I’m curious how you were able to get this past the “no gifts” policy of some of these companies? Do you simply accept that there’s a percentage of the companies where this will not work and play the “numbers game” or do you have a method of overcoming this “no gift” problem?

    • Nicole Gebhardt

      Reply Reply April 26, 2015

      Interesting question Tom. Most corporations would not consider a non-fiction book as a ‘gift’ like they would 2 tickets to a Basketball game. I’d ship the books without worrying about it. If you wanted to avoid the Amazon gift perception, you could ship it direct from your office in a Priority Mail envelope.

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