How To Keep Your Current Customers

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The steps that must be followed to keep your current customers.

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How To Keep Your Current Customers

  1. 1. “Make Everything You Do Count” Customer Interaction Management for Business Development & Retention By Brian DziwulskiCopyright 07/14/05Brian W. Dziwulski
  2. 2. Who am I?• Experience – Director Of Sales Worldwide, Medical (Oncology) Supply – Past President of Sales & Marketing Executives of Buffalo & Milwaukee – Director of Professional Services, IT Consulting firm – Partner/Co-Founder of Sales/Marketing Cons. firm• Today – Business Development Manager offering solutions made possible by the merger of technology, services, marketing, & printingCopyright 07/14/05Brian W. Dziwulski
  3. 3. Sales Funnels SaleCopyright 07/14/05Brian W. Dziwulski
  4. 4. Initial Sale “Just the Beginning”Copyright 07/14/05Brian W. Dziwulski
  5. 5. What we’re after!• Goals • Customer retention • Cross selling and lead generation • Increased sales • Increased profitabilityIn other words ‘Customer loyalty’Copyright 07/14/05Brian W. Dziwulski
  6. 6. Initial Sale “Just the Beginning”Copyright 07/14/05Brian W. Dziwulski “Customer Loyalty”
  7. 7. Sales Expenses - or - Customer Acquisition Costs Initial Sale “Just the Beginning”(Revenues) (Sales Lifetime Expenses) Value of Can be asa Customer little as 8 – 10% of Acquisition Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty” Costs
  8. 8. Customer Interaction Management - Business Development & Retention Product DevelopmentCopyright 07/14/05Brian W. Dziwulski
  9. 9. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Segment Copyright 07/14/05 Brian W. Dziwulski
  10. 10. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Copyright 07/14/05 Brian W. Dziwulski
  11. 11. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Copyright 07/14/05 Brian W. Dziwulski
  12. 12. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Process Copyright 07/14/05 Brian W. Dziwulski
  13. 13. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial “Just the Beginning” Sale Copyright 07/14/05 Brian W. Dziwulski
  14. 14. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  15. 15. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Support Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  16. 16. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Support Follow-Up Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  17. 17. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Support Follow-Up Surveys Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  18. 18. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Support Follow-Up Surveys Marketing Visits Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  19. 19. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Support Follow-Up Surveys Marketing Visits Cross Selling Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  20. 20. Cross Selling Products Existing New Existing 1 2Customers New 3 4Copyright 07/14/05Brian W. Dziwulski The higher the number, the harder the sale.
  21. 21. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Support Follow-Up Surveys Marketing Visits Cross Selling Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  22. 22. Customer Interaction Management - Business Development & Retention Product Development Highly Value PropositionTargeted by Prospect Identification Segment Marketing / DM Sales Proces s Initial Sale “Just the Beginning” Support Follow-Up Surveys Marketing Visits Cross Selling Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty”
  23. 23. Customer Interaction Management - Business Development & Retention Hourglass Product Development Sales Highly Value Proposition Expenses Targeted by Prospect Identification - or - Segment Marketing / DM Customer Sales Acquisition Proces Costs s Initial Sale “Just the Beginning” (Revenues) Support (Sales Lifetime Expenses) Follow-Up Value of Surveys Can be as a Customer little as Marketing Visits 8 – 10% Cross Selling of Acquisition Copyright 07/14/05 Brian W. Dziwulski “Customer Loyalty” Costs

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