How To Promote And Market
A Small Payroll Service Bureau

By Glenn Fallavollita, CEO – SellMorePayroll.com | Author | Keynote Speaker

• Word Count: 525
• Time To Read: 2.1 Minutes [Based on 250 Words Per Minute]

Marketing a small payroll service bureau doesn’t have to be expensive to attract new payroll, HR and timekeeping clients. Because you can never time a sale, it is important to stay in contact with your database of prospects should they experience frustration with their current payroll service.

Successful marketing campaigns for small payroll service bureaus follow three basic marketing rules; they are:

1. They get someone’s attention.
2. They educate readers/listeners on the things that make a payroll service awesome and unique. 
3. They provide readers/listeners with a low-risk offer to help them take the next step in the buying/educational process. 

Creating a marketing campaign doesn’t have to be a lot of trial and error. In fact, there are some time-tested campaigns that will work; however, you need to follow-up on each campaign with a phone call.

Types Of Marketing Campaigns To Consider Using At Your Payroll Service:

• Promote an add-on service via free trial or special offer, i.e., free employee background check.
• Bundle an add-on service with another promotion. 
• Free payroll processing trial, i.e., 60-days.
• Provide a gift card to your clients who refer a new client your way.
• Conduct a client survey.
• Create a CPA “Tax Season Survival Kit.”
• Sponsor a “Shred Your Documents Day” with a shredding company in conjunction with a local bank or credit union.
• Send each salesperson's "top 10 prospect and referral partner" list a lumpy mail campaign.
• Provide free report downloads: Affordable Care Act Updates; How To Switch Payroll Service In Three Easy Steps, How To Avoid Payroll Tax Penalties, etc.

Give Your Existing Marketing Material A Facelift.   

Look at your current marketing brochures and website and ask yourself, “Does this make us look like an awesome and unique payroll service?”  If your answer is no, go back and retool your marketing copy, images and low-risk offers.   

When it comes to marketing messaging, less is more; therefore, limit your copy.  Additionally, your headlines play a huge role as you only have 1 to 2.5 seconds to capture someone’s attention. 

Build Your Database Of Clients, Prospects And Referral Partners.

50% to 60% of your sales success is directly related to the size and quality of your marketing databases.  In fact, I tell all of our clients and students, “Show me your marketing databases and I will show you your sales future.” Unfortunately, if a sales leader doesn’t make it a priority to build a massive and high quality database, his or her salespeople won’t make it a priority either.
 

Executive Summary: If you focus on the needs of your target audience, it will go a long way in helping you know what is important to them when they make a buying decision.  Additionally, you can use this information to help you create marketing messages that resonate with your target audience.  Lastly, don't forget to make it a priority to build a database of clients, prospects and referral partners.

About The Author

Glenn Fallavollita is the President of SellMorePayroll.com, a Division of Drip Marketing, Inc.  He founded Drip Marketing, Inc. in 2002, and serves as CEO, lead copywriter and strategist.  He is also instrumental in developing the curriculum, format and expansion of Drip University - the training arm of Drip Marketing, Inc. and SellMorePayropll.com.  His work, insight and creative talent has been the catalyst for the delivery of more than 35 million e-mail campaigns on behalf of his clients.

To learn how we can help your payroll service increase its sales, visit us on the web at www.SellMorePayroll.com or call us directly at (856) 401-9577. 

What To Do When Your Payroll Prospects

Say "Call Me After The Holidays Are Over."

• Word Count: 389
• Time To Read: 1.6 Minutes [Based on 250 Per Minute]

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

• "Call me after the holidays."
• "Our business is slow right now, so we won't be buying anything until after the first of the year."
• "We're going to wait until after the first of the year before we change _________."

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

Here Are Just A Few Responses For Handling A Prospect Who Is Delaying A Buying Decision:

• "I can relate to things being slow right now. By the way, it's probably a good time to meet and review our new _______ package/pricing for ____________________. When are you free to meet?"

• "I can relate to things being slow right now, but tell me, will anything change after the first of the year that will prevent you from starting then?"

• "I understand. What day after the first of the year would you like to meet?"

• "I understand. By the way, you can switch services now and we give you 30 days free as well as free W-2s. Does that work for you? On top of that, you will save X% by avoiding our 2015 price increase."

If A Prospect Still Says "No" Here Is What You Need To Do:

Here are three suggestions for when you run into people who really want to put things off until after the first of the year.

1. Schedule a follow-up call for the first week of the year.
2. Place them in your weekly e-mail drip marketing campaigns; this will keep your company's name in their mind's eye.
3. Send them relevant information (ACA information) about their industry versus notes asking, "Are you ready to buy yet?"

Executive Summary: If prospects are delaying their decision to buy from you, we recommend offering an alternative close. By doing so, you will most likely find the underlying cause of why they are not buying from you - remember, people like "end-of-the-year" deals to make them feel good about getting a great deal.  

About The Author

Glenn Fallavollita is the President of SellMorePayroll.com, a Division of Drip Marketing, Inc.  He founded Drip Marketing, Inc. in 2002, and serves as CEO, lead copywriter and strategist.  He is also instrumental in developing the curriculum, format and expansion of Drip University - the training arm of Drip Marketing, Inc. and SellMorePayropll.com.  His work, insight and creative talent has been the catalyst for the delivery of more than 30 million e-mail campaigns on behalf of his clients.

To learn how we can help your payroll service increase its sales, visit us on the web at www.SellMorePayroll.com or call us directly at (856) 401-9577.