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Selective Marketing

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Figure out who your ideal customer is and improve sales.

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Selective Marketing

  1. 1. Selective Marketing<br />With Jan Triplett, Ph.D. COO, Business Success Center© 2010<br />
  2. 2. 4 P’s to Save $$ & Make Sales<br />Profiling<br />Positioning<br />Pricing<br />Process<br />
  3. 3. Who’s your customer now?<br />Platinum & Gold create stability<br />Silver has potential<br />Bronze is uncertain<br />Lead is a drag and time waster<br />Concrete is a business killer – never satisfied<br />
  4. 4. Customersyou want… a match<br />Visionaries<br />See problem as you do<br />See value of your solution<br />Adventurous<br />Confident in you<br />Trust you<br />Decisive<br />Hassle-free or less hassle<br />
  5. 5. Compatibility is Key<br />You want customers who add value<br />Actively refer<br />Provide Quality Control<br />Engaged & offer ideas<br />Long term<br />Likeable<br />
  6. 6. Platinum Customer Profile™<br />When used correctly, it results in:<br />Better sales process — shorter sales cycle<br /> Improvements to collateral<br />Accurate positioning<br />Value pricing<br />Saves marketing $$<br />
  7. 7. Platinum Customer Profile™<br />Identifies your best customer in terms of:<br />Demographics – facts<br /> Psychographics – emotions<br />Behaviors – buying patterns, actions<br />Geographical concerns<br />
  8. 8. Usepositioning to give them<br />What they want<br />Total solution<br />Value (cheap)<br />Innovation (never seen before)<br />And, what you want…<br />Top of mind<br />Buzz<br />Branding<br />Competitive advantage<br />
  9. 9. Don’t give up or settle<br />Profiling is a process<br />Positioning is a strategy<br />
  10. 10. Price Right<br />Value-Based<br />Vs.<br />Cost-based<br />Know your true total cost <br />Raising your price is OK<br />
  11. 11. Use a 7-step Sales Process<br />Pre-Qualification<br />Initial Contact<br />Marketing<br />Merchandising<br />Close<br />Reinforcement<br />Retention<br />
  12. 12. Action Items<br />Create Platinum & Lead/Concrete Profiles™<br />Select “Blue Ocean” positioning<br />Review/revise pricing<br />Develop a sales process & train staff<br />Create marketing plan & budget<br />Revise collateral<br />Ask for help. Call me 933.1983 or email triplett@bscusa.com<br />
  13. 13. Here’s to your success!<br />Jan Triplett<br />triplett@bscusa.com<br />Business Success Center<br />Sales & Financial Business Management Services<br />January 28, 20010<br />

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