Seagal Investigations

10 Top Reasons Why Your Business might not be Working as well as you'd like!

Part 1
What is my competitor doing?

Did you, or have you done any research? Many people enter into business with a blind fold on, it's all well and good looking around you and thinking people are doing well and that you can replicate the same, it takes a lot more!

Have you checked out who else operates in your area, doing what you are doing? So many people I come across wouldn't know one of their competitors, yet alone a handful. I can probably name all but one or two, and to be honest those one or two aren't worth worrying about.

So what is the benefit to this exercise, in case you were wondering! The benefit will have a massive impact on your business success, without being too obvious about this, it is suicidal NOT knowing;

a) who your competitors are
b) what are they doing right/wrong
c) what percentage of the local revenue do they have control over
d) what they offer
e) what can you offer that they don't (without the gimmicks)
f) where are they advertising
g) why are they successful (or not!)

This should also be revised regularly, it's no good spending days, weeks, months setting everything up and thinking you are the bee's knees only to find one day your competitor has outdone you. In order to stay in the public eye (especially in your local area) you need to heavily focus on this all the time.

let's look at some of the topics above and break them down...

Who your competitors are...
I wonder how many people reading this know who their competitors really are? When was the last time you looked in the Yellow Pages (book) and realised there were more PI's in your area than you first envisaged! This could be one reason why enquiries and income is low. So how do we change that?

Imagine if you wrote down every conceivable advertising media you could think of that was within your reach (financial outlay or free), only then do you realise that Yellow Pages is a very small pebble in a big pond. It will make no difference at all if you were at the top or bottom but if it was your only form of marketing then you would be totally dependant on it. The reason I say this is because a number of my competitors (bless 'em) only advertise in hard copies (yellow Pages, Thomson etc) I don't see them on the internet, which, as we all know, is now the primary source for information etc.
I am going to repeat myself here but a website is a MUST and a good one is an even muster... hang on, no such word! Oh well, stick that in your dictionary and... [attitude!]

Actually, the last sentence is so typical of failure... why? You ask!

Only recently did I view a website created by a PI (self developed) and I have to say it was awful. Spelling errors, poor grammar, poor graphics, no SEO etc... I could go on!

What that tells me (and your potential client viewing your site) is that you have spent hours building it (dedication, which, is good!) but failed to give a toss about the fundamental aspects of creating the right impression. It tells me that "this will do" and in my book, that simply isn't good enough. You client is no doubt considering employing your services, until, they read some of the context of your site and then they wonder what on earth the statement of service, affidavit or report will look like, especially when it's up in court being read out by officials who would struggle to come to terms with the fact a professional document has been written by a 7 year old.

It doesn't have to be gold plated, but it does have to be right. If you spend that amount of time on something don't dismiss the five minutes it takes to check it over, check spelling, grammar, images etc. You will be rewarded!

So getting back then, look at where your competitors advertise and ensure you do the same, better still, find places where they don't advertise! You will be surprised. There are literally hundreds of free business listing sites... go find them and take the time to list your company and your web link (important)

Look at what they offer that you don't - Some only offer process serving, others only investigation assistance and so on. Get training, get knowledge and get the confidence to offer a broader range of services. If you can't commit yourself due to lack of knowledge or skill, spend some time getting to know those that can, negotiate with them and do a deal. When the work comes in, you either offer a finders fee or you sub it out.

Another task to carry out, which, I have mentioned before, is to visit every one of your legal firms in the area. Take a couple of days out and arm yourself with some quality business cards (no not the cheap DIY printer ones - they look terrible) a set of business cards costs around £25.00 for 250 (give or take) and is worth it as they will last, believe me!
Get in front of the secretary/receptionists and ask questions, have a laugh and build a report but be professional, it's amazing what you will get out of them, such as who does the enquiry work at present? Do they have much call for your services? etc, etc....

Prices: In my opinion, DO NOT advertise your prices on-line, why? Obvious really but here goes. (say it slowly!) If you do then your competitor will have the upper hand - There, simples!

BUT people do still do it, if your happy doing it, fine, but it makes no sense at all. Whilst we're on the subject I have also noted on a number of sites, agents offering packages. Yes, "Packages"
Forgive me if I am wrong but I thought I was in the legal/investigative industry, so why offer "Buy Now", "Half Price", "Discount" DONT!!!
Have you ever seen a solicitor offer half price divorces! Or half price criminal injury cases! or for that matter a "Civil defence package" NO.

It looks tacky and bloody awful. The only thing it will do is put you in the Walter Mitty bin!

"SAY NO TO PACKAGES CAMPAIGN LAUNCHES SOON" ;-)

We are all victims of doing too much too little. You want to make an impression, an impact but often we end up making things look a total mess. KISS is something I learnt many years ago in sales and it has many variations, one being... "Keep It Simple Stupid" or Keep It Short & Sweet"

Start off basic, don't over do it with the bells and whistles, tell your prospective clients want "they" want to hear, not what you want to tell them. 90% of visitors to a website never read the content, they look at headers and buzz words, such as, "Process Server" and "Affordable, Reliable, Efficeint" (AKA buzz words) then they look at your contact details. The rest of the marketing and glossy image can come later but for now, concentrate on what matters, getting the bills paid.

Next time in part 2 I will talk about how to approach a client and how to make them want you more than you want them!