using the nine customer pillars to grow your revenues, profits, and income copyright strive...

USING THE NINEUSING THE NINECUSTOMER PILLARSCUSTOMER PILLARS

To grow your revenues, profits, and income

www.customerpillars.com copyright Strive Coaching Inc, 2008

Your profitsshould be

BIGGER!™

Your business is either Your business is either growing or it is shrinkinggrowing or it is shrinking


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??


The good news The good news and the bad newsand the bad news


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


Pillar 2: Maximize Value Incrementally

The 9 CUSTOMER PILLARS™

Pillar 1: Focus onGrowth Customers


What is a GROWTH

CUSTOMER?

WHO are we going to sell to?


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


Lifetime Valueof Customer

Shareof Customer

pg 25

Why retention?


Reactivation

We want you back.

Why did they leave? pg 30


New Customer Strategies

• What has worked in the past?

• Who are your ideal customers? pg 34



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


EXERCISE:

Make a list of 10 specific things you know about your customers

that your competitors don’t


Pillar 2: MaximizeValue Incrementally



What are we REALLY selling?

The subtle shift


Value added strategies pg 49


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


EXERCISE:

Think of 5 things that would add significant value to what you sell, but

would have very little impact on your cost


Pillar 3: Refine to Perfect Pricing



What is a the ideal price to

charge?


• Margin method

• Income method

• Competitive analysis

• Image based

• Volume based

• Testing pg 66

Ways to Set Pricing


The Mathematics of Pricing

If your margins are 50%, how much must

volume increase to account for a 10% decrease in price?


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%


Free with PurchaseBundling Strategy

pg 79



• Multiple pricing methods• Test to find the ideal• Understand the math

• Free with purchase


EXERCISE:

Consider how “free with purchase” could impact your business versus

typical discounting


Pillar 4: Form Productive

Linking Relationships



Who is important to link our company to the

end customers? pg 92


Types of Linking Relationships

• Distribution Partners p 92

• Referrals / COIs

• Key Influencers

• Strategic Alliances


The Value Partnership Approach


RECAP: Key Points from Pillar 4

• Take a value partnership approach

• Strategic alliances• Be proactive

• Know who impacts purchases


EXERCISE:

Make a list of 5 new, key linking relationships that would

dramatically grow your business.


Pillar 5: Sharpen Your Competitive

Edge



Why will customers choose us over other options? pg 124


3 TYPES OF COMPETITORS

3. Do Nothing Competition pg 125

1. Direct Competition

2. Indirect Competition


How to find your edge



• Understand the competition

• Expand your competitive scope

• Put the ego aside• Increase its strength


EXERCISE:

List 5 specific, powerful, & unique reasons customers should choose your

business over the other options


Pillar 6: Connect Powerfully

with Customers



How will we customers learn about us and be

convinced to purchase?



3

Method for Customer CommunicationsMethod for Customer Communications

* Message

* Medium

* Measurement pg 145

Message Development Exercise

pg 147



There are lots of ways to deliver a message……

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


Maximizing Daily Communications pg 166

Focus on Free pg 166


Cumulative effect of messages – develop a frequency

based series pg 161


Measurement pg 169



• Develop strong messages

• Select appropriate mediums

• Develop a frequency based sequence

• Track the results


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.


Pillar 7: ManageExpectations

Brilliantly



What can we do to ensure our

customers’ expectations are

fully met?


Keeping the promise!

Is this important?


Five components of expectations management pg 184

• Understand base expectations

• Influence expectations

• Product / service performance

• The company experience

• Post purchase reinforcement



• Get it - this is the biz!

• Understand and exceed expectations

• Create an experience

• Incorporate post-purchase follow up


EXERCISE:

Make a list of 10 items you could incorporate into your business that

would help you better exceed customer expectations.


Pillar 8: Learn from the Market



What can we do to test and

refine our assumptions?


Refine, adapt, improve, modify pg 222


Identify the key questions pg 220



• Let the market teach you - adapt

• Become a humble student

• Test, learn, and modify

• Know the key questions


EXERCISE:

A genie appears and offers you the answers to three specific questions about your market. Write down the questions.


Pillar 9: Practice Coordinated Growth

Planning



What must we do to ensure

the growth happens and is

productive?


Levels of Planning

• The Customer Pillars pg 250

• Overall Company pg 256

• Tactical – Calendar pg 264

• Multiple Time Periods pg 266



• Have a plan, Stan

• Use the 9 Pillars to organize

• Commit to a calendar

• Plan for phases of growth


EXERCISE:

Review each of the 9 CUSTOMERPILLARS – for each list 3 growth

strategies for your business



Accessing this system

www.famee.org

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!


Copyright 2008, Strive Coaching, Inc

Thank you for having me!

For more information:

[email protected]

785-554-3050

using the nine customer pillars to grow your revenues, profits, and income copyright strive...

Documents

ideal customers

customer pillarspillar

new customer strategies

eyes of customers

focus ongrowth customers

market pillar

strategies pg

value orientation value