“client segmentation, classification & relevant engagement ... - client...“client...


“Client Segmentation, Classification, & Relevant

Engagement Marketing for a More Profitable Business”


Internal & External Analysis of Your Plan Your Sales & Marketing Goals Planning your Marketing Tactics

Segmentation and Classification Your Marketing Strategy in Action Implementing Your Marketing Strategies Marketing Funnel Summary and Introduction Tips for Utilizing the Marketing Funnel Case Histories Revealed

Introductions and About Today…


What challenges do distributors/marketers face?

Why you should consider a change?

Most of us want to maintain our current client-base and perhaps grow our businesses; each of you need to determine

what your next move will be!


The mistake of many… “If they’re breathing and can write a

check, they’re my client..”

…is this the best strategy?


Methods to Grow Your Business

Organically Inactive Clients

Acquisition

New Clients

Client Evaluation

Strategy


Acquisition…takes a critical eye

Cultural Values Match Financially Sound Proper Valuation Tax Implications Stability of Accounts Management & Employee Retention Bandwidth to manage the process

Bigger Picture Issue ~ Seminar in itself ~ Today’s Focus on Current Business

Multiple pieces to this puzzle

Business Acquisition

Big Picture Possibilities & Issues


Market Segmentation Defined

• Industries / Divisions • Internal Departments

Client Segmentation

Strategies


What types of vertical markets exist?

Vertical Markets

• Hospitality • Banking & Finance • Medical • Sport & Fitness • Leisure & Travel • Aviation • Government • Education • Legal

• Human Resources • Insurance • Non-Profit • Religion • Manufacturing • Technology • Automotive • Entertainment • Food & Beverage


Evaluating Your Client Base…

Code Name

Vertical Market

Classification

Avg. YTD Sales

Avg. Order Size Profit

Margin # Orders

Avg. Profit Per Order

Average Gross Profit


Extensive Reporting This report give cumulative totals for each vertical market for two years

Filter and analyze by each vertical category


Your Client-base Needs Evaluating

Things to consider… • Which vertical markets do I consider? • Who are the players within these markets? • Why should we look at this strategy? • Where can I find this information? • How do I relevantly market to these groups?

What brought me to this point?

Going Vertical…


Client Classification • A – class act

• B – above average

• C – middle tier

• D – low tier

• E - questionable

• F – FAIL / Dump

• H – HOLD

Criteria Sales Volume Profitability Opportunity % Relationship Open Communicates Disposition

Collectability Refers ________________ ________________

“Each of you will have different thoughts on these criteria”

Client Classification

Strategies

Purpose and Rationale

Addresses Time Management

Creates Focus & Direction

Aids in Budgeting Facilitates Better Marketing Decisions



What will you use, who gets what?

All marketing MUST BE relevant to the Target Audience

A B C D E F H I P N/A

Client

Marketing Strategies

Marketing Classification & Segmentation Marketing Schedule


Assess Your Marketing Efforts

What’s your budget? Your bandwidth Where are the opportunities?

Organic growth Inactive client growth New prospects Acquisition

Communication strategy A/B clients and prospects C/D/E clients

Allocation and distribution How the math works…it’s up to you!

Marketing Dollars Allocation and Distribution


Place Your Plan in Your Calendar/CRM


Want more business…where do I go?


ZOOM Info Hoovers.com LinkedIn Internet Library

Lead

Generation New Prospects & Clients


Narrowly Defining Your Target Audience


Narrowing your field of vision…vertically

Broad Vertical Markets

• Hospitality • Banking • Healthcare • Fitness • __________________ • __________________ • __________________

Healthcare

Doctors

Nevada

Las Vegas

Within 50 mile radius

Pediatricians

Ultimate Target Audience


Narrowing your field of vision…laterally

Broad Lateral Markets

• Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________

Human Resources

Diversity

Training

Attrition

Recruitment

Retention

Benefits

These are the PAIN POINTS

Opportunities


Marketing Touchpoints Existing & Inactive Clients

Now that we’ve defined our audiences • C, D & E Group - Direct mail – letters, postcards • A, B Group - Direct marketing – creative campaigns • A-D Group - Electronic – email, e.blasts, Constant Contact • A & B - Face to face – need to have a solid strategy

Prospects Based on profiles we can determine the best method(s) to touch this group; • Direct mail – letters, postcards • Direct marketing – dimensional mail, creative campaigns • Electronic – email, e.blasts, Constant Contact • Face to face – rare, but possible

Relevant

Marketing Touchpoints & Case Histories


Other Marketing Touchpoints

• Postcards • Event types

• White Papers • Brochures • Email Campaigns

• Flyers • Catalogs

• Product Packets • Small Mailers • Speculative Samples • Creative Campaigns


Anniversaries Birthdays Tenure Milestones ___________


Focused on Situational

Opportunities


Focused on Law Firms

with Marketing Directors


“Creative Brand Marketing” Campaign

If you say you’re

different… Be Different!

Theresa Gonzales - Stay Visible, LLC.

Focused Targeted Rewarding Profitable


Focused on Health Related

Companies

What emotional triggers may a referring doctor have?

Tap into those, and you have

a winning concept!


• 46%+ Referral Rate • 100 targeted

• Excellent response rate

Example of a Successful Marketing Campaign Understanding and Tapping into the Emotional Triggers

Bear in a Cast


Implementing & Tracking Your Efforts


Final Thoughts and Questions…

Know your clients Know your bandwidth and limitations Always Question: this IS Key! Drive measurement Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns Help your clients do the same


What Questions Can I Answer?


Sign up for my weekly marketing blog…

cliff@ QuicksellSpeaks.com www.QuicksellSpeaks.com

30 Seconds to Greatness

Connect with Cliff on…

301-717-0615

mailto:[email protected]

http://www.quicksellspeaks.com/

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