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Keeping Control of Your Contacts - CF logo - 09-30-14

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This presentation tells the story of how taking a self-published expensive book to a "legitimate" publisher resulted in the loss of a consulting and seminar business. It outlines the revenue impact with two examples and concludes with advice to build, nurture and protect your contact list.

Originally published by Jon Turino Marketing + Connections. Recently delivered at Portland Connect 7-Year Anniversary event.

This presentation is available with narration at https://youtu.be/LSsal7LQPC4

Published in: Business
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Keeping Control of Your Contacts - CF logo - 09-30-14

  1. 1. KEEPING CONTROL OF YOUR CONTACTS JonTurino Professional Services Provider Author, Speaker, Consultant, Networker and Business and Marketing Consultant 503-877-4609 jon@jonturino.com http://jonturino.com
  2. 2. Once Upon A Time… 2 AutomaticTest Equipment System Easy to test PCB assembly Hard to test PCB assembly
  3. 3. I Wrote A Book…  Seventy Seven Pages  Double spaced  Hand drawn diagrams  Beautiful Walnut Cover  Self Published  Price: $95 Design for Testability JonTurino Logical Solutions Incorporated 3
  4. 4. And I Sold Some Books… Actually… a lot of books! Ad in ElectronicTest Magazine = $1,800 Design for TestabilityJonTurino Logical Solutions Incorporated 4
  5. 5. And Became a Seminar Leader… For hundreds of electronics companies world-wide for many years… The “Pope” of Testability! 5
  6. 6. I Took the Book Public… And killed the seminar and consulting business… $39.95 6
  7. 7. Look What Happened… Self Published @ $95 Van Nostrand Reinhold @ $39.95 Buyer had a real problem Buyer might have a real problem Profit per book = $80 Profit per book = $6 3 year sales > 1000 books 3 year sales > 3000 books $80,000 in book sales revenue $18,000 in book sales revenue Seminar revenue steady at > $200,000 per year Seminar revenue declined rapidly to < $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 forTestability market dried up? 8
  9. 9. So On To Another Topic… Early 1991 $150 Late 1992 $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 determineWHO 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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