There are 7 potential customer types you could have. But you should have only the best, the Platinum Customer. They give you money and a lot more. If you aren't satisfied with your current customers, learn how make better choices by setting up a Platinum Profile™ identification system. This is more than just "target" or "niche" marketing. The right profiling system will give you a way to improve your sales process and avoid those radioactive waste prospect/customers who are out there. It will also give you a metric to judge how well your message is working: if it attracts the right prospects great; if not fix it asap. That makes this a money and mind saver.

1. With Jan Triplett, Ph.D. CEO, Business Success Center © 2010 Austin, TX Platinum Customer Profiling™ © Business Success Center, Austin, TX 2010 1

3. 28 years of successful results for A-Z service & product businesses

4. Award-winning

5. Professionally certified

6. Proud to be green© Business Success Center, Austin, TX 2010 2

7. Your Company Focus? B to B? B to C? Better to be P to P .)(. (Belly Button to Belly Button) © Business Success Center, Austin, TX 2010 3

9. Easiest Sale© Business Success Center, Austin, TX 2010 4

10. 3 P’s to Save $$ & Make Better Sales Profiling Positioning Process © Business Success Center, Austin, TX 2010 5

11. Profiling is a process Positioning is a strategy Photo by http://www.lumaxart.com/ Photo by http://www.lumaxart.com/ © Business Success Center, Austin, TX 2010 6

12. Benefits of a Platinum Customer Profile™ When used correctly, it results in: Shorter sales cycle Improvements to collateral Accurate positioning Higher price, less resistance Savings in marketing $$ Better, more marketable product/service © Business Success Center, Austin, TX 2010 7

13. Sales Cycle: How Customers Buy Consider what they are doing/buying currently Determine the need to act Set an overall goal Identify inflexible constraints, desirable objectives; set priorities Evaluate means to get what they want Make a purchase Rejoice or experience remorse © Business Success Center, Austin, TX 2010 8

14. Who’s your customer now?Who’s your prospect now? Platinum & Gold create stabilitySilver has potentialBronze is uncertainLead is a time waster Concrete is a business killer – never satisfied Radio Active Waste is a long-lasting reputation reducer © Business Success Center, Austin, TX 2010 9

15. Platinum customers are… • Visionaries See problem as you do See value of your solution • Adventurous Confident in you Trust you • Decisive Hassle-free or less hassle © Business Success Center, Austin, TX 2010 10

17. Actively refer

18. Provide Quality Control

19. Are engaged & offer ideas

20. Long term

21. Likeable

22. TrustworthyYou should focus on finding these people, not just anyone. © usiness Success Center, Austin, TX 2010 11

23. Use the profile in your sales process Pre-Qualification Initial Contact Marketing Merchandising Close Reinforcement Retention © Business Success Center, Austin, TX 2010 12

24. Platinum Customer Profile™ Identifies your best customer/prospect in terms of: Demographics – facts Psychographics – emotions Behaviors – buying patterns, actions Geographic concerns © Business Success Center, Austin, TX 2010 13

25. Psychographics Attitudes Interests Opinions Value Lifestyle Risk Behavior/Buying Habits When they buy How they buy Why they buy Geography Local US International Demographics Age Sex Socio-economic status Education Language Photo from AjdaGregorčič'sphotostream http://www.flickr.com/photos/ajdagregorcic/ © Business Success Center, Austin, TX 2010 14

26. Owner’s/Manager’s Action Items Create Platinum & Lead/Concrete Profiles™ Select “Blue Ocean” positioning Review/revise pricing Develop a sales process & train staff;make sure it incorporates customer’spurchasing process Create/revise marketing plan & budget Revise collateral © Business Success Center, Austin, TX 2010 15

27. Here’s to your success! Business Success Center Sales & Financial Management Services October 13, 2010 Jan Triplett triplett@bscusa.com Twitter@JanTriplett Facebook@JanTriplett © Business Success Center, Austin, TX 2010