Niche Marketing: The Secret Sauce To
Attracting New Payroll Clients
(Print And Share With Your Sales Leaders)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 384
• Time To Read: 90 Seconds

Marketing your payroll service is a critical aspect of growing its sales; however, the key to your marketing success is niche marketing. 

What Is Niche Marketing?

Niche marketing is all about focusing on a particular group(s), i.e., a database of businesses that have a common focus/expertise. 

Niche Markets To Consider (Sample List):

• Industry Association Members
• Charter Schools
• Franchise Owners
• Government Entities
• Healthcare / Home Care
• Hospitality Industry
• Law Practices
• Long Term Care Facilities
• Manufacturing Companies of a Particular Expertise
• Medical Practices
• Not-for-Profits
• Pool Manufactures
• Retail Businesses
• Restaurants

The Benefit of Niche Marketing.

The real benefit of niche marketing is this: Focus. And if you ever managed a sales/marketing team, you and I both know it’s imperative to keep a person’s focus on a target market. Plus, when you are focused on a particular group, the following happens:

• Your marketing messages will be more in tune with the marketplace.
• Your sales team starts to use “buzz words” that resonate with a prospect.
• Your industry testimonials will carry more weight.
• Your salespeople have a defined target.

PrimePay Focuses On Franchisees

Examples of PrimePay's Franchise Partnerships:

• Hand & Stone Massage and Facial Spa
• Kahala Brands (Restaurant Group)
• IHOP 
• Chalice Connect (Resource For Small Business Owners)

Crucial Step: Review Your Existing Marketing Material And Website. 

If you are targeting a niche market, I recommend reviewing/rewriting the following:

• Sales Brochures
• Social Media Pages
• Testimonials
• Website

Clearly Articulate Your Industry Expertise.

Your marketing message should clearly convey to the reader your industry expertise.  To help you accomplish this, highlight your utilization of advanced technology, such as timekeeping integration, HR tools, and employee self-service portals. Back it up with testimonials from clients in their industry and mention your endorsements from trusted CPAs and advisors. When prospects recognize your authority in their space, they are far more likely to trust you (and endorse) with their payroll.

Executive Summary: Your targeted niche prospects will switch to a new payroll service for the following reasons (sorted alphabetically):

1. Better functionality, upgraded technology, and ease-of-use.
2. Cost savings.
3. Poor customer service, accuracy, or performance with their existing payroll service.
4. The endorsement or recommendation from a franchise, trusted advisor, or internal decision maker.
5. Their business is being taken for granted by their current payroll service.
6. Your industry expertise.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc., and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved. May Not Be Used Without Written Permission.

What To Do When A Payroll Prospect Says, "Call Me In The Fall"
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 354
• Time To Read: 84 Seconds 

June is when many payroll salespeople start hearing prospects say things like:

• "Call me at the end of the summer."
• "My staff is taking some vacation time, so we won't be making any payroll decisions until sometime in the fall."
• "We're going to wait until after the summer before we think about a new employee time clock system."

As you can imagine, this time of year presents a unique and difficult challenge for many salespeople.

 Here Are Just A Few Responses To Consider:

• "With things being busy right now, let's try to schedule a quick lunch meeting for us to review our new _______ package/pricing before the end of the summer. Are you free on either Thursday or Friday?"
• "I can relate to things being _______right now, but tell me, will anything change after the summer that will prevent you from starting then?"
• "I understand. What day  in mid-September will work for you?"
• "I hear you. By the way, if you switch payroll services now, we are giving all new clients 90 days of free payroll processing and free W-2s. On top of that, you will save about X% by avoiding our fall price increase."

 If A Prospect Still Says "No," Here Are Some Suggestions:

Here are a few suggestions for people who want to put things off until after the summer.

1. Mail them a thank you for your time card via snail mail.
2. Schedule a follow-up call for the first week of September.
3. Add their email address to your weekly email drip marketing campaigns; this will keep your company's name in their mind, helping to build trust, credibility, and brand recognition.
4. Send them relevant information (educational information) about their industry, versus sending off a bunch of e-mails asking, "Are you ready to buy yet?"

Executive Summary: If a prospect is delaying their decision to buy from you (or meet with you), we recommend offering an alternative close. By doing so, you will most likely find the underlying cause of why they are not ready. Remember, people like "special bundle deals” as it makes them feel good about getting more value.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.