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The 4 P's for a more successful business that expands the owners vision and maximizes the business' potention. Those 4 are customer profile, positioning, pricing and sales process.TRANSCRIPT
Selective Marketing
With Jan Triplett, Ph.D. COO, Business Success Center
© 2010
4 P’s to Save $$ & Make Sales
Profiling Positioning Pricing Process
Who’s your customer now?
Platinum Gold Silver
Bronze Lead Concrete
Platinum & Gold create stability
Silver has potential
Bronze is uncertain
Lead is a drag and time waster
Concrete is a business killer – never satisfied
Customers you want… a match
Visionaries See problem as you
do See value of your
solution Adventurous
Confident in you Trust you
Decisive Hassle-free or less
hassle
Compatibility is Key
You want customers who add value Actively refer Provide Quality
Control Engaged & offer
ideas Long term Likeable
Platinum Customer Profile™
When used correctly, it results in:
1.Better sales process — shorter sales cycle
2. Improvements to collateral
3.Accurate positioning
4.Value pricing
5.Saves marketing $$
Platinum Customer Profile™
Identifies your best customer in terms of:
1.Demographics – facts
2. Psychographics – emotions
3.Behaviors – buying patterns, actions
4.Geographical concerns
Use positioning to give them
What they want Total solution Value (cheap) Innovation (never seen
before)
And, what you want… Top of mind Buzz Branding Competitive advantage
Don’t give up or settle
Profiling is a process
Positioning is a strategy
Price Right
Value-BasedVs.
Cost-based
Know your true total cost
Raising your price is OK
Use a 7-step Sales Process
Pre-Qualification Initial Contact Marketing Merchandising Close Reinforcement Retention
Action Items
1. Create Platinum & Lead/Concrete Profiles™2. Select “Blue Ocean” positioning3. Review/revise pricing4. Develop a sales process & train staff5. Create marketing plan & budget6. Revise collateral
Ask for help. Call me 933.1983 or email [email protected]
Here’s to your
success!Jan Triplett
Business Success CenterSales & Financial Business Management
Services
January 28, 20010