ServeCon Excerpt: "Selling, Pitching, and Profit"
- November 03, 2015
- by Kimberly Faber
- Business Tips
When it comes to growing a business, small process serving firms and large, multi-office companies will encounter struggles. In Michael Kern's ServeCon presentation, we take a closer look at how knowing the ins and outs of selling yourself to the customer, understanding contracts and cost vs. value, and presenting yourself in the best possible means can improve your growth.
Michael grew up in an attorney service family. His father, Dave Kern, started what is now Kern Legal Services in 1961. Since taking over the company, Michael has been able to grow his company from a "mom and pop" operation to one of the largest firms in California. Michael has been a member of CALSPro since 1994. Over his twenty years in the association, he has served in many capacities, been named the member of the year twice and is the current immediate past President. Michael is an accomplished industry speaker and recently spoke at the California Association of County Clerks presenting alternatives to California's current process server registration program.
Excerpt from "Selling, Pitching, and Profit"
In this excerpt from Michael Kern's presentation, you will learn about how to sell your value to the client, what to look for and avoid in government contracts, empowering your team to make decisions and the importance of analyzing cost vs. value. Learn about goal setting, decision making, and more.
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This is a condensed version of Michael Kern's "Selling, Pitching, and Profit" presentation at ServeCon 2015. You can rent the full presentation or purchase all videos from ServeCon by clicking the button below.
Mike will discuss his approach to sales and growing his client base. He'll cover how you pitch your team's competitive advantage and how he's transitioned from managing his firm's business development on his own to delegating this to a sales force. In addition, Mike will talk about the importance of analyzing your agreements and pricing. Volume doesn't always equate to profit. Know what clients and deals avoid in this presentation at ServeCon.
Michael Kern on Pitching Your Business and Increasing Profits
After taking over his father's mom and pop process serving business, Michael Kern introduced a bold marketing and expansion strategy that led Kern Legal Services to become one of the leading process serving firms in California. Now, with multiple offices and a large staff, Kern juggles multiple responsibilities, delegating to dedicated sales representatives, evaluating the viability of government contracts, and working to stay ahead of the competition.
5 Tips for Ensuring Profit
1. Set Goals for Your Company
Kern urges you to set goals for every aspect of your company, whether it's customer service, financial growth, or expanding your staff.
2. Empower Your Staff to Make Decisions
The person answering the phone and taking on new leads should know what the bottom line is for pricing and know what to offer the client.
3. Evaluate Government Contracts Carefully
While a big government contract might seem like a no-brainer, look closely at the details and know what you're agreeing to before moving forward. Kern warns that these contracts are not always profitable. He recently discussed taking on a child custody government contract that seemed to guarantee tremendous profits. Upon closer inspection, nearly half of the project would be considered non-serves, something he couldn't charge for but would still have to pay independent contractors for when they made attempts. In the end, it wasn't projected to be profitable, so Kern let the contract go
4. Hire an Outside Sales Representative
Sales representatives can be independent contractors, salaried employees, or employees who work solely off of commission or a partial salary plus commission plan. Having a dedicated staff member whose sole purpose is to bring in new leads is a good way to expand your business quickly.
5. Pitch Your Company Benefits
Kern recommends highlighting your team's experience, making note of what sets your company apart from the competition, and noting how long your company (and your staff) has been in business. In addition to your staff, let your clients know if you have other resources like multiple offices, nationwide affiliates, or advanced technology and case management software.