Help me work with all the different customer personality types, so I can grow my portfolio. Look at all the work I have done with Miss New Shiny-thing.

1. 3 Sales growth secrets
Management ideas from BLUE HAWK Financial Performance –Week 4
www.gfbridge.com
Contact Andre Gien agien@gfbridge.com

2. I love my customers

3. I have lots of different customer personalities
but I am real busy so I treat them all the same
If they call me I will pick up the phone
If they want to place an order … no problem
Well that’s about it
By for now I got to go to a meeting
MR Time waster Sir Promiscuous Mr. Bid Guy MRS CheapMy Cousin VinniMiss New Shiny Thing

4. I have multiple customer personalities
MR Time waster
Wow he can talk, the problem
is he is always taking about the
next big order ….I am still
waiting
Sir Promiscuous
Need I say more, one day he
buys from me and the next he
buys from my competitor.
MRS Cheap
Wow I am exhausted Miss
Cheap can beat you up real
good but she buys a lot
and sometimes frequently
My Cousin Vinni
He makes my day, he trusts that I will give
him a fair price and I will look after him.
Vinni buys a large portion of my product
range and he buys frequently. (I think!)
Mr. Bid Guy
The only thing I know about
him is I am one of 3 bids I will
never know why I win and
why I loose …..help me
Miss New Shiny-thing
A new customer, really did a lot of
work to get Miss New I better do all I
can to make her happy ….while I am
helping Miss New, Vinni don’t forget
about me!

5. Then one day I noticed
My margins are going down
My sales well …..they are not really growing
What am I to do!
I felt like the horse that went into the bar…
And the bar tender said
“what’s up with the long face”

6. So I thought about it for a while
 I don’t really know where I
am making money
 Where am I growing
 What are my opportunities

7. Where am I making money
I think I have it
It’s with Miss New Shiny-thing
(group of new customers that I have
developed)
I know I got all this new business …
it must be paying off handsomely

8. New business Miss New Shiny-thing $117,000
I started quite well with these new customers selling $31K in Nov $86k in
Dec and nearly nothing in Jan

9. I better look to see who are the new
customers and why they just stopped buying
Not one of my top new
customers bought
anything from me in
Jan
ALL THAT WORK
List of new customers by sales $

10. Well at least I must have got good margins
18.09% not bad!
but I also see I lost a
bunch of customers at
17.38%
Customers by margin %

11. Taking about lost customers ….you cant
be serious
I lost $2M of
customers in the
last 3 months
And my new
customer
development
was $117k
Ok this is not
working for me
Segmenting customers by new customers, lost
customers, which customers are growing, which
customers are declining

12. Not the best way to find out about these things but there is no
way that I could have foreseen this coming.
Possibly I need to write this off as sometimes you win and
sometimes you lose
Not so fast you could have
managed the risk with
Identifying the trends sooner
Spending more time and effort
with existing customers that
are declining

13. Lessons learnt
 Most recent trends can tell you a lot about future
customer behavior
 Monitor your key customer product mix. Is it changing
 Watch your new customers, they may place those initial
orders but then go back to their old ways
 Focus on customer retention
 Who are the growth customers and why
 Which ones are declining
 Are you OK with the ones you lose if not get them back

14. Week 5 we will continue our
focus on customer portfolio
management…emphasis on
market segmentation
I just cant wait

15. Good sales intelligence will
 Increase sales by up to 5 %
 Improve margins by 2%
 Improve operational cash
flow 10% - 30%
If you only
have a
hammer you
will see every
problem as a
nail

16. Want to improve sales and margins
But
 You don’t want to learn new software
 You know you wont have the time to use the new tool
properly and neither will anyone else
 The cloud is something you worry about when you want t
know if its raining or not.
You want the facts and you want them in
ways that you can make a difference

17. Why not outsource your sales intelligence
We will:
 Install the required applications
 Review your data
 Determine
 Where you can grow
 Where opportunities exist to sell
more product to existing customers
(increase wallet share)
 Where you can improve your
margins
 Where you are at risk
 Provide you with a monthly portfolio
review
 Deliver an action plan to get it done
 Once off set up fee $700.00
 $800.00 per month*
 Can cancel when ever you wish
Cost
*Up to 10,000 active products, larger data structures may be more
Results
 1-2% margin improvement within 6
months
 5% organic additional revenue growth
 2x sales people productivity
 10% operational cash flow
improvement with 12 months
Start the
discussion
agien@gfbridge.com 925 323 2802

18. Rapid improvement
of profit, cash and
returns with enduring
cultural impact
Individual
customer growth
Product and customer portfolio
optimization | Analysis | Design
| Implementation
Financial Statement excellence
Performance consulting
GFB Service Portfolio
Passion for Intuition powered by Evidence

19. Contact
Andre Gien
agien@gfbridge.com
925 323 2802
Andre is our Evidence Wizard. He combines the Passion of intuition
with the Power of Evidence to weave amazing stories that reveal the
secrets and treasures that are locked within your business.
He has deployed the evidence based management discipline in over
150 different companies releasing more than $500 million in value
and more importantly, demystifying the complexity for thousands of
people.
Andre's favorite quote:
"If you change the way you look at things, the
things you look at change"