using the nine customer pillars to grow your revenues, profits, and income copyright strive...
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USING THE NINEUSING THE NINECUSTOMER PILLARSCUSTOMER PILLARS
To grow your revenues, profits, and income
www.customerpillars.com copyright Strive Coaching Inc, 2008
Your business is either Your business is either growing or it is shrinkinggrowing or it is shrinking
www.customerpillars.com copyright Strive Coaching Inc, 2008
Take a quick minute:Take a quick minute:
What would your business What would your business look like if you could look like if you could
GROW GROW at willat will??
www.customerpillars.com copyright Strive Coaching Inc, 2008
The good news The good news and the bad newsand the bad news
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 1: Focus on Growth Customers
Pillar 9: Practice Coordinated Growth Planning
Pillar 8: Learn from the Market
Pillar 7: Manage Expectations Brilliantly
Pillar 6: Connect Powerfully with Customers
Pillar 5: Sharpen Your Competitive Edge
Pillar 4: Form Productive Linking Relationships
Pillar 3: Refine to Perfect Pricing
9 CUSTOMER PILLARS
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 2: Maximize Value Incrementally
The 9 CUSTOMER PILLARS™
Pillar 1: Focus onGrowth Customers
www.customerpillars.com copyright Strive Coaching Inc, 2008
What is a GROWTH
CUSTOMER?
WHO are we going to sell to?
www.customerpillars.com copyright Strive Coaching Inc, 2008
copyright 2008, Strive Coaching, Inc.
Segmentation &Narrowing the Focus wb#25
www.CUSTOMER PILLARS.com
3 Types of Customers Every Business Sells To pg 24
• Existing Customers
• Previous Customers
• New Customers
www.customerpillars.com copyright Strive Coaching Inc, 2008
Lifetime Valueof Customer
Shareof Customer
pg 25
Why retention?
www.customerpillars.com copyright Strive Coaching Inc, 2008
Reactivation
We want you back.
Why did they leave? pg 30
www.customerpillars.com copyright Strive Coaching Inc, 2008
New Customer Strategies
• What has worked in the past?
• Who are your ideal customers? pg 34
www.customerpillars.com copyright Strive Coaching Inc, 2008
copyright 2008, Strive Coaching, Inc.
Root Emotions ,Unmet Needs, & Fears pg 38
www.CUSTOMER PILLARS.com
RECAP: Key Points RECAP: Key Points from Pillar 1from Pillar 1
• Use retention and reactivation
• The “ideal customer” profile
• Increase “share of customer”
• What motivates the customer
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
Make a list of 10 specific things you know about your customers
that your competitors don’t
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 2: MaximizeValue Incrementally
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
What are we REALLY selling?
The subtle shift
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points RECAP: Key Points
from Pillar 2from Pillar 2
• Shift to a value orientation
• Value added strategies
• Reduce creation bias
• View through the eyes of customers
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
Think of 5 things that would add significant value to what you sell, but
would have very little impact on your cost
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 3: Refine to Perfect Pricing
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
• Margin method
• Income method
• Competitive analysis
• Image based
• Volume based
• Testing pg 66
Ways to Set Pricing
www.customerpillars.com copyright Strive Coaching Inc, 2008
The Mathematics of Pricing
If your margins are 50%, how much must
volume increase to account for a 10% decrease in price?
www.customerpillars.com copyright Strive Coaching Inc, 2008
Sell Price 10.00 9.00Cost 5.00 5.00Margin $ 5.00 4.00GM% 50% 44%
Volume 100 125
Extended Margin 500 500
Volume Increase to Maintain Margins = 25%
www.customerpillars.com copyright Strive Coaching Inc, 2008
Free with PurchaseBundling Strategy
pg 79
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points RECAP: Key Points from Pillar 3from Pillar 3
• Multiple pricing methods• Test to find the ideal• Understand the math
• Free with purchase
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
Consider how “free with purchase” could impact your business versus
typical discounting
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 4: Form Productive
Linking Relationships
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
Who is important to link our company to the
end customers? pg 92
www.customerpillars.com copyright Strive Coaching Inc, 2008
Types of Linking Relationships
• Distribution Partners p 92
• Referrals / COIs
• Key Influencers
• Strategic Alliances
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points from Pillar 4
• Take a value partnership approach
• Strategic alliances• Be proactive
• Know who impacts purchases
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
Make a list of 5 new, key linking relationships that would
dramatically grow your business.
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 5: Sharpen Your Competitive
Edge
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
Why will customers choose us over other options? pg 124
www.customerpillars.com copyright Strive Coaching Inc, 2008
3 TYPES OF COMPETITORS
3. Do Nothing Competition pg 125
1. Direct Competition
2. Indirect Competition
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points RECAP: Key Points from Pillar 5from Pillar 5
• Understand the competition
• Expand your competitive scope
• Put the ego aside• Increase its strength
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
List 5 specific, powerful, & unique reasons customers should choose your
business over the other options
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 6: Connect Powerfully
with Customers
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
How will we customers learn about us and be
convinced to purchase?
www.customerpillars.com copyright Strive Coaching Inc, 2008
copyright 2008, Strive Coaching, Inc.
3
Method for Customer CommunicationsMethod for Customer Communications
* Message
* Medium
* Measurement pg 145
COMMUNICATION MEDIUMS· Personal Communications · Personal Communications – Letter – Pounding the Pavement· Word of Mouth - Buzz · Referrals / Centers of Influence · Direct Selling · Direct Mail· Direct Faxing · Telemarketing· Advertising - Newspaper · Advertising - Magazines· Advertising - Radio · Advertising - Television· Promotions / Specials · Web Site· Banner Ads · Search Engines· Direct Email – Opt In · Direct Email – Spamming· Conventions / Tradeshows · Billboards / Sporting Events· Transportation Signs · Network Marketing· Point of Sale / Packaging · Giveaways· Card Decks · Infomercials· Audios, Videos, CDs · Catalogs / Brochures
pg 159
www.customerpillars.com copyright Strive Coaching Inc, 2008
Maximizing Daily Communications pg 166
Focus on Free pg 166
www.customerpillars.com copyright Strive Coaching Inc, 2008
Cumulative effect of messages – develop a frequency
based series pg 161
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points RECAP: Key Points from Pillar 6from Pillar 6
• Develop strong messages
• Select appropriate mediums
• Develop a frequency based sequence
• Track the results
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
Imagine your best customer prospect gives you 30 minutes to describe why they should buy from you. Write down
what you would say. Refine this list into your key marketing messages.
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 7: ManageExpectations
Brilliantly
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
What can we do to ensure our
customers’ expectations are
fully met?
www.customerpillars.com copyright Strive Coaching Inc, 2008
Five components of expectations management pg 184
• Understand base expectations
• Influence expectations
• Product / service performance
• The company experience
• Post purchase reinforcement
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points from Pillar 7
• Get it - this is the biz!
• Understand and exceed expectations
• Create an experience
• Incorporate post-purchase follow up
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
Make a list of 10 items you could incorporate into your business that
would help you better exceed customer expectations.
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 8: Learn from the Market
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
What can we do to test and
refine our assumptions?
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points from Pillar 8
• Let the market teach you - adapt
• Become a humble student
• Test, learn, and modify
• Know the key questions
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
A genie appears and offers you the answers to three specific questions about your market. Write down the questions.
www.customerpillars.com copyright Strive Coaching Inc, 2008
Pillar 9: Practice Coordinated Growth
Planning
The 9 CUSTOMER PILLARS™
www.customerpillars.com copyright Strive Coaching Inc, 2008
What must we do to ensure
the growth happens and is
productive?
www.customerpillars.com copyright Strive Coaching Inc, 2008
Levels of Planning
• The Customer Pillars pg 250
• Overall Company pg 256
• Tactical – Calendar pg 264
• Multiple Time Periods pg 266
www.customerpillars.com copyright Strive Coaching Inc, 2008
RECAP: Key Points from Pillar 9
• Have a plan, Stan
• Use the 9 Pillars to organize
• Commit to a calendar
• Plan for phases of growth
www.customerpillars.com copyright Strive Coaching Inc, 2008
EXERCISE:
Review each of the 9 CUSTOMERPILLARS – for each list 3 growth
strategies for your business
www.customerpillars.com copyright Strive Coaching Inc, 2008
I HAVE A GOALI HAVE A GOAL
That you will be able to take That you will be able to take control of control of your revenue growth potential, your revenue growth potential, turn that turn that into an incredibly successful into an incredibly successful business which business which benefits, not only you, your benefits, not only you, your employees, and employees, and your customers, but your your customers, but your community as well!community as well!
www.customerpillars.com copyright Strive Coaching Inc, 2008
Copyright 2008, Strive Coaching, Inc
Thank you for having me!
For more information:
www.customerpillars.comcurt@strivecoaching.com
785-554-3050
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