You're an expert on your industry. So, why not package that expertise for customers? Flexible Personnel, a $56-million staffing company, located in Fort Wayne, Ind., transformed its employment-law know-how into a labor-law seminar. "We thought this would be worth a lot more to our customers than the coffee mugs and key chains our industry typically hands out," says president Doug Curtis.
Clients agree. Nearly 800 customers and prospects came to the most recent seminar (one free all-day session) armed with questions about complex labor laws, such as the Americans with Disabilities Act. A paid consultant and Flexible's lawyer led the discussion.
After seminars, attendees often call Flexible with more questions. Each of its 38 field offices averages one call a month. Customers can contact Flexible's lawyer with more complex queries. The company also covers labor-related topics in its quarterly newsletter, which is mailed to 15,000 customers and prospects.
Serving as a resource to customers does take time, but it's a great prospecting tool. After the last seminar, the agency received 45 new job orders--totaling roughly $500,000--and earned the business of a customer that Flexible had pursued for three years.