focus on the customer

SIMPLE STRATAGIES TO GROW YOUR BUSINESS

Facilitated by Marc Parham

marcp@capbuildernetwork.com

FOCUS ON THE

Marc Parham, Radio Show Host, MC/Speaker, Infopreneur

What are the products and services that I want to sell?

Who are the

customers that I want to sell to?

How will I sell my

products and

services?

Now that I have a

customer, how will I

keep them?

Now that I have sales and

customers, how do I increase my revenue?

FOCUS ON THE CUSTOMERS

GROWTH CUSTOMERBy definition, a “growth customer” is

one who contributes to the expansion objectives of the

company.

WHO ARE GROWTH CUSTOMERS?

• Base/existing customers• New customers• Customers who, through

their own progress have become larger customers of the company

Who are my customers?

What is the age range of your target customer?

What is the gender of your target customer?

What is the income level of your target customer?

Where does your target customer live?

Who does your target customer buy from now?

Who are your competitors? How are their prices compared

to yours?

How is their customer service compared to yours?

What do your potential customers think of them?

What is their greatest strength? What is their key weakness? What will your business

specifically do to beat the competition?

Check all of the ways that you plan on selling in your business.

Check all the ways you plan on advertising your business.

List organizations you could join to help you meet people and network?

CUSTOMER RETENTION STRATEGIES

How do I keep the customers that I have

CUSTOMER RETENTION STRATEGIES

• Invest in the relationship• Expand product line•Marketing partnerships• Foster customer loyalty• Improve communication

RECAP RETENTION ACTIVITIES

Understand important factors to keep customersDevelop good customer databaseImplement communication strategies specifically

based on customer retentionDevelop a win/win mindset with customers and

deeply appreciate themDevelop and implement a focused approach to

retain and grow current customers

CUSTOMER REACTIVATION

STRATEGIESHow do I get back the customers

that I lost

REACTIVEATION STRATEGIES

• Have a great list of previous customers• Develop a communications strategy to re-

connect to them• Tell them you want them back• Understand why they stopped buying•Make it right if it was wrong• Remind them about your business

CUSTOMER ACTIVATION STRATEGIES

How do I get new customers

NEW CUSTOMER ACQUISITION STRATEGIES

Study what was successful for you in the pastDevelop a detailed, ideal customer profileTest new strategies as an experimentDevelop a specific customer target listLook for “best practices” regarding new customer

acquisitionInvestigate industry specific marketing programs

WHO ARE YOU GOING TO SELL

SegmentationB2B (Business to Business) B2C (Business to

Customer) • Industry (SIC/NAICS

code)• Geography/Location• Size – Revenue levels• Size – Employee count• Length of time in

business• Business function or

department• Distribution strategies• Management practices

• Demographics

• Age• Gender• Race/ethnicity• Income• Home Ownership

• Psychographics

• Personality• Attitudes• Lifestyles• Social Tendencies

• Fashion/music tastes

• Shopping preferences

• Hobbies

• Geography

TWO TYPES OF MOTIVATION

•To move TOWARD something

•To move AWAY from something

SIX WAYS TO INCREASE

Six Ways to Increase Sales

1. Set up a sales incentive program2. Encourage your sales staff to up-sell3. Give your customers the Inside Scoop4. Tier your customers5. Set up a Customer Rewards Program6. Distribute free samples to customers

Ways to Reduce Customer Fears

•Money back/satisfaction guarantees• Favorable, convenient return policies•Warranties• Quality statements/standards• Sampling programs/free trials• Testimonials• Customer forums•Make contact information very visible

MORE WAYS TO INCREASE SALES•Use value-added strategies•Be proactive about referrals•Know your competition•Post-purchase follow-up

Quick Tips / Checklist

• Identify exactly who you are going to sell to• Find multiple ways to segment your customers into

more specific groups• Segment your customer base into existing, previous

and new• Get serious about customer retention• Develop a customer database – keep it up• Develop approaches to reduce customer fears

www.capbuildernetwork.commarcp@capbuildernetwork.com

HOW TO CONTACT ME

• marcp@capbuildernetwork.com• Use the Have Questions Popup on the

CAPBuilder Network Site• Download my FREE Mobile App• CALL Me 770-634-7231

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