“Oh, I didn’t realise that you offered that service!”
We don’t know about you, but we think that’s the second most frustrating thing you can hear from a loyal client.
The most frustrating, of course, is this: “I would have come to you for that service if I’d known.”
Sadly, this is fact of life when your business offers lots of services. Unless your clients know the full range of what you offer, they will unwittingly go elsewhere.
Let’s take an example. Imagine you run an accountancy firm. Many people will first become clients because they need help with their Self-Assessment tax returns. However, as their businesses grow, they will face new challenges such as finding a bookkeeper, setting up a limited company, starting a payroll and tax planning.
Now imagine giving one of these clients a call, only to find they’ve hired a local bookkeeper, used an online service to set up a limited company, found a specialist payroll company and are now using an Independent Financial Advisor for their tax planning. That’s all business that could have come to you – if only the client knew your full range of services!
So how do you make sure that clients – both new and old – understand the breadth of what you offer? We’ve put together four of our top tips to help you.
Create a brochure
Most of the time, a new client will come to you for a specific service. For example, if you are a marketing and PR company, a business may hire you because it needs a new website.
When this happens, it’s the perfect opportunity to let your new client know about your other services. To do this, create a brochure that tells them about how you can manage their press campaigns, produce B2B podcasts and YouTube videos, create print advertising and so on. It’ll help them understand that, far from being just a company that makes great websites, you’re a partner that can help with all aspects of marketing and promotion.
Make a ‘welcome’ pack
Brochures are great, but they have one limitation – clients tend to read them once. That’s why it’s a smart move to create a ‘welcome’ pack that also includes items your client will use or see on a regular basis. For example, you can send your brochure with branded notepads, pens and other stationery that can ensure they see your company name and logo every day. You can also add a full list of your services to larger items like notepads, helping to reinforce the full range of what you can offer.
Promote a ‘Service of the Month’
One of the best methods of promoting your full range of services is to focus on them one at a time. A great way of doing this is to have a ‘Service of the Month’ that you publicise across all of your communications.
For example, if you are a company that specialises in commercial vehicle hire, you could draw up a list of services that you want to promote – such as short-term leasing, HGV hire, the supply of refrigerated or specialist vehicles, and so on.
Once you’ve done this, think of as many ways you publicise one service over a month. Ideas might include a short ‘Service of the Month’ footer on company emails, a prominent section on the front page of your website, a short promotional script on your telephone queuing system, or a dedicated leaflet inserted in all written communications.
If you combine your ‘Service of the Month’ with a time-limited special offer (such as 15% off during the month), it can also be a good way to win extra business.
Create a bespoke calendar
Creating a bespoke calendar for your business can be one of the most powerful ways of promoting your company’s full range of services.
The best way to do this is to use each of the 12 months to focus on a different service. With a powerful image that publicises a different offering each month, it’s an attractive way to communicate the full scope of what you offer. Better still, your clients and potential clients will see your company name all year round.
It’s also worth remembering that more generic promotional calendars with themes such as cars, scenery, wildlife and transport are also great ways to publicise your business. Simply choose a theme that clients will appreciate, add your company name and pop the calendars in your ‘welcome pack’!
If you have any good ideas for promoting your company’s full range of services, please let us know. We may share the best ones in a future blog post!