SteveBillinghamConsulting

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Passionate about your business

Marketing

Do you actually want my business?

I am currently in the process of buying a new car and having narrowed it down to 2 different models I decided to visit the local dealers in the hope of making a decision. I have to say the service received has been less than impressive from both dealerships, though one has been particularly outstanding …

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7 steps to a successful marketing plan

Marketing is the process of deliberately creating and maintaining relationships with clients and prospects. It’s about creating awareness that you exist, generating interest in what you have to offer – your proposition, creating demand for your proposition and encouraging prospective clients to take action – that is, purchase from you. Seems simple, doesn’t it? Why …

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Top 4 brand building strategies

An effective brand building strategy will help you improve your reputation, increase your “relevance” and increase your visibility to your target clients. Here are the top five strategies for effectively increasing the strength of your brand. 1. Content Marketing Content marketing involves providing a steady stream of useful information to potential clients or influencers. Think …

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5 Keys to a successful brand

A successful brand will deliver the kind of results you would expect from a market leader, such as… High frequency of referred clients High level of self-initiated contacts from potential clients A high closing percentage Few competitive bid situations Premium fees There are, of course, other ways a strong brand impacts an advisory firm. For …

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The importance of “brand” for advisers

After many years working with advisory firms, we’ve come to the conclusion that the best definition of your “brand” is the simplest. Your brand is partly your reputation. It’s what people say about you when you’re not around. It’s how they feel about your firm and what they expect from working with you. But reputation …

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What is your “brand”?

Your brand is arguably your most valuable asset. A strong brand can bring you desirable new clients, great employees and allow you to charge premium rates. Your brand is both your firm’s reputation and it’s visibility in the marketplace. We are used to hearing that a firm’s most important asset is its people. But people …

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Where’s your “pot of gold”?

Client segmentation is becoming increasingly sophisticated with advances in digital analytics and behavioural and psychographic segmentation techniques. We’ve all heard about ‘big data’, and there’s no getting away from it, there is an endless supply of information about your clients. You can find yourself lost for days and tied in knots with algorithms and approaches, …

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Why client care pays off

Clients either decide to buy, or decide not to buy your services. They decide to come back and buy again, or not buy again. They decide to recommend your business, or bad-mouth your business. The way you handle your client’s “moments of truth” determines the success of your business, the survival of your business and …

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First class “client experience” in action

When Jan Carlzon took over Scandinavian Airlines (SAS) the business was making multi-million losses and in worrying decline. In just 12 months he turned the business around. In one year earnings were up £60 million in a drastically slumping market where other international airlines collectively lost £1.5 billion. One of the key elements of Carlzon’s …

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Are you measuring the right things?

Most advisers measure what they think is right (usually turnover and if you are lucky… profit) rather than measuring what matters most, i.e. the things that matter to clients. In 1994 Continental Airlines was failing… big time. It had filed for bankruptcy twice in the previous decade. Then they hired Gordon Bethune who simply got …

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