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Jon TurinoMarketing Strategy Consultant503-877-4609     jon@jonturino.comwww.www.jonturino.comKEEPING CONTROL OF YOURCONTA...
Once Upon A Time…                   Easy to test PCB assembly Automatic TestEquipment System                   Hard to tes...
I Wrote A Book… Seventy Seven Pages   Double spaced          Design for                           Testability   Hand dr...
And I Sold Some Books…      Ad in Electronic Test      Magazine = $1,800                                        Actually… ...
And Became a Seminar Leader…The “Pope” of Testability!   For hundreds of electronics                companies world-wide f...
I Took the Book Public…   $39.95And killed the seminar and consulting business…                                           ...
And Look What Happened…Self Published @ $95            Van Nostrand Reinhold @ $39.95Buyer had a real problem        Buyer...
So WHY Did That Happen?• Book customers had a problem either way• Problem more severe for $95 customers• WHO was buying th...
So On To Another Topic…   Early 1991                  Late 1992     $150                       $29.95 And the same thing h...
So WHY Did That Happen?• Book customers had a problem either way• Problem more severe for $150 customers• WHO was buying t...
A Total Contact Disconnect! It was no longer possible to determine WHO  was buying the books   Person with really painfu...
The Moral of the Story… Your list of contacts is your most important  asset.   Build it   Nurture it   Safeguard it I...
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Keeping Control of Your Contacts

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A short presentation on the importance of keeping control of your prospect and customer data base.

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Keeping Control of Your Contacts

  1. 1. Jon TurinoMarketing Strategy Consultant503-877-4609 jon@jonturino.comwww.www.jonturino.comKEEPING CONTROL OF YOURCONTACTS
  2. 2. Once Upon A Time… Easy to test PCB assembly Automatic TestEquipment System Hard to test PCB assembly 2
  3. 3. I Wrote A Book… Seventy Seven Pages  Double spaced Design for Testability  Hand drawn diagrams Beautiful Walnut Cover Jon Turino Self Published Price: $95 Logical Solutions Incorporated 3
  4. 4. And I Sold Some Books… Ad in Electronic Test Magazine = $1,800 Actually… a lot of books! ilit r ab fo y st n Te esig D o in ur nT Jo or tio al Inc olu ic r a ns S og d te L po 4
  5. 5. And Became a Seminar Leader…The “Pope” of Testability! For hundreds of electronics companies world-wide for many years… 5
  6. 6. I Took the Book Public… $39.95And killed the seminar and consulting business… 6
  7. 7. And Look What Happened…Self Published @ $95 Van Nostrand Reinhold @ $39.95Buyer had a real problem Buyer might have a real problemProfit per book = $80 Profit per book = $63 year sales > 1000 books 3 year sales > 3000 books$80,000 in book sales revenue $18,000 in book sales revenueSeminar revenue steady at Seminar revenue declined rapidly to> $200,000 per year < $50,000 per year 7
  8. 8. So WHY Did That Happen?• Book customers had a problem either way• Problem more severe for $95 customers• WHO was buying the $39.95 book?• Had the Design for Testability market dried up? 8
  9. 9. So On To Another Topic… Early 1991 Late 1992 $150 $29.95 And the same thing happened again … only faster! 9
  10. 10. So WHY Did That Happen?• Book customers had a problem either way• Problem more severe for $150 customers• WHO was buying the $29.95 book?• Had the Concurrent Engineering market dried up? 10
  11. 11. A Total Contact Disconnect! It was no longer possible to determine WHO was buying the books  Person with really painful problem?  Person mildly – or even very – interested? There was no one to call to inquire about the possibility of doing a seminar or some consulting work! 11
  12. 12. The Moral of the Story… Your list of contacts is your most important asset.  Build it  Nurture it  Safeguard it If you lose the direct connection to your prospects and customers, you will lose your business! 12

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