How	
  to	
  Win	
  with	
  Customers	
  
	
  
D.	
  KEITH	
  PIGUES	
  
WINNING	
  WITH	
  CUSTOMERS	
  	
  I	
  	
  D.	
  Keith	
  Pigues	
  	
  
Are	
  Your	
  Customers	
  
at	
  the	
  Cente...
 Customer	
  Winning	
  Check-­‐up	
  
•  We	
  know	
  specifically	
  how	
  we	
  help	
  customers	
  make	
  more	
  m...
True	
  Measure	
  of	
  Winning	
  
4	
  
• And,	
  capture	
  your	
  fair	
  share	
  
	
  
How	
  your	
  customers…	
...
• The	
  challenge…	
  
• The	
  lightning	
  strike…	
  
• The	
  enterprise…	
  
The	
  Journey	
  to	
  Win	
  with	
  ...
Change	
  the	
  Customer	
  ConversaWon	
  
	
  
6	
  WINNING	
  WITH	
  CUSTOMERS	
  	
  I	
  	
  D.	
  Keith	
  Pigues	...
What	
  MaYers	
  to	
  Customers?	
  
•  Quality	
  and	
  Reliability?	
  
•  ReputaWon?	
  
•  RelaWonships?	
  
•  Pro...
TradiWonal	
  Management	
   Winning	
  With	
  Customers	
  
Inside	
  Out	
  
	
  How	
  much	
  profit	
  do	
  we	
  ma...
Help	
  Your	
  Customers	
  Make	
  More	
  $$$	
  
	
  
9	
  WINNING	
  WITH	
  CUSTOMERS	
  	
  I	
  	
  D.	
  Keith	
 ...
Differen/al	
  Value	
  Proposi/on	
  
	
  
Supply	
  Chain	
  
Product	
  Line	
  
Brand	
  Name	
  
Sales	
  Organiza/on	...
DVP™ =
Money Your Customer Makes with You vs. Other Alternatives
Amount of Business You Do Together
DVP™ =
$400,000
$10,00...
DVP%
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	...
6%	
  
4%	
  
2%	
  
0%	
  
-­‐2%	
  
DVP%	
  	
  Scale	
  
DVP	
  is	
  real	
  money,	
  not	
  a	
  sa/sfac/on	
  or	
 ...
DVP	
  Varies	
  by	
  Industry	
  and	
  Business	
  
200%
50%
10%
0%
-2%
DVP
•  DVP	
  is	
  not	
  compared	
  by	
  bu...
THE	
  LIST:	
  Top	
  5	
  things	
  to	
  make	
  our	
  customers	
  more	
  $$$	
  
Investment	
   Opportunity	
  
Imp...
Correlate	
  DVP	
  to	
  Financial	
  Outcomes	
  
2007	
  GM%	
  vs	
  DVP%	
  
10	
  
20	
  
30	
  
40	
  
50	
  
60	
 ...
Linking	
  DVP	
  to	
  Your	
  Company’s	
  Profit	
  
17	
  
AT	
  RISK	
   PARTNER	
  
TRANSACTIONAL	
   OPPORTUNITY	
  ...
Winning	
  with	
  Customers	
  
18	
  
Customers	
   Company	
  
More	
  Profits	
   Growth	
  +	
  Profits	
  
WINNING	
  ...
Q&A	
  
19	
  
Keith@dkeithpigues.com	
  
www.dkeithpigues.com	
  
www.linkedin.com/in/dkeithpigues	
  
@dkeithpigues	
  
...
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2013-07 How to Win with Customers - Keith Pigues

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In this engaging, challenging and thought-provoking session, D. Keith Pigues, co-author of Winning with Customers: A Playbook for B2B (Pigues and Alderman, Wiley & Sons 2010) will help participants:

- Understand why a focus on your customers’ profitability is the key to your company’s growth and profitability,
- Uncover the differential value customers receive from your company’s value proposition,
- Identify the most valuable opportunities to improve your customers’ business and make more profits for your business in return,
- Collect and utilize customer and competitive insight derived from the use of the Differential Value Proposition (DVP) to improve your organization’s decision-making, investments and results.

Published in: Technology, Business, Education
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2013-07 How to Win with Customers - Keith Pigues

  1. 1. How  to  Win  with  Customers     D.  KEITH  PIGUES  
  2. 2. WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues     Are  Your  Customers   at  the  Center  of  Your  Business?     2  
  3. 3.  Customer  Winning  Check-­‐up   •  We  know  specifically  how  we  help  customers  make  more  money   •  We  understand  how  we  will  make  our  customers  more  money     in  the  future   •  We  measure  and  track  how  much  money  over  /me  customers   make  doing  business  with  us   •  We  measure  and  track  how  much  more  money  our  customers   make  doing  business  with  us  rela/ve  to  our  compe/tors   3  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  4. 4. True  Measure  of  Winning   4   • And,  capture  your  fair  share     How  your  customers…   Make  more  money   by  doing  business  with  you     • In  today’s  world,  you  must  understand     WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  5. 5. • The  challenge…   • The  lightning  strike…   • The  enterprise…   The  Journey  to  Win  with  Customers   5  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  6. 6. Change  the  Customer  ConversaWon     6  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  7. 7. What  MaYers  to  Customers?   •  Quality  and  Reliability?   •  ReputaWon?   •  RelaWonships?   •  Product?   •  Technical  Capability?   •  Product  Features?   •  Financial  Stability?   •  Long  Term  Players?   •  Increased  Performance   •  Earnings   •  Growth   •  Return  on  Investment   •  Shareholder  value   •  Drive  Revenue   •  Control  Costs   •  Improve  Cash  Flow   •  Build  Shareholder  Value   Their  Bo>om  Line   7  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  8. 8. TradiWonal  Management   Winning  With  Customers   Inside  Out    How  much  profit  do  we  make     from  our  customers?   Outside  In   Do  our  customers  perform  be>er     because  they  do  business  with  us?   There  Is  More  Than  One  Point  of  View   8  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  9. 9. Help  Your  Customers  Make  More  $$$     9  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  10. 10. Differen/al  Value  Proposi/on     Supply  Chain   Product  Line   Brand  Name   Sales  Organiza/on   Marke/ng  Campaigns   What  is  Your  DifferenWal  Value?   DVP     Your  Customers’   Financials   Your  Value   ProposiWon   10  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  11. 11. DVP™ = Money Your Customer Makes with You vs. Other Alternatives Amount of Business You Do Together DVP™ = $400,000 $10,000,000 = 4% Measuring  DifferenWal  Value   11  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  12. 12. DVP%                                                                                         DifferenWal  AYributes   Hypothesis   What  we  think   Ease  of  Install   Customer   Service   Reliability   6%   Current   Customer  view     of  today   Reliability   Customer   Service   Ease  of  Install   Safety   4%   Opportunity   Incremental     improvements     iden9fied   Customer   Service   Safety   3%   Goal   Achievable  18–24   months  from  now   Reliability   Customer   Service   Ease  of  Install     Safety   7%   Measuring  and  Improving  DVP™   12  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  13. 13. 6%   4%   2%   0%   -­‐2%   DVP%    Scale   DVP  is  real  money,  not  a  sa/sfac/on  or  loyalty  score   Customer  relies  on  you  to  run  their  business  profitably  –  Indispensible   Customer  considers  relaWonship  healthy  –  Partnership  and  Growth     Customer  does  not  consider  you  significant  to  the  business  –  No  Growth   Customer  is  losing  money  doing  business  with  you  –  At  Risk   Customer  considers  your  offering  a  commodity  –  No  Impact   What  a  DVP™  ‘Feels  Like’   13  WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  14. 14. DVP  Varies  by  Industry  and  Business   200% 50% 10% 0% -2% DVP •  DVP  is  not  compared  by  business   •  DVP  varies  by  business  type,  product  maturity  and  geography   1%    A     4%    B     4%    C     7%    D     25%  -­‐      30%    E       200%    F     WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  15. 15. THE  LIST:  Top  5  things  to  make  our  customers  more  $$$   Investment   Opportunity   Impact  on   Customer   Product   DifferenWaWon   Upgrade  exisWng  low-­‐end  products  to  provide  an  offering   for  price-­‐sensiWve  buyers.   $3,082,000   Product  Line   Fill  gap  in  Product  Line  by  offering  High  End  OpWon  that   provides  a  natural  up-­‐sell  to  mainstream  products.   $1,843,000   Loyalty   Programs   Simplify  the  paperwork  required  to  parWcipate  in  Loyalty   Program.   $1,645,000   Sales   OrganizaWon   Increase  focus  down  channel  to  drive  demand  with  our   customer’s  customers.   $2,071,000   MarkeWng   Materials   Upgraded  materials  required  to  help  close  the  sale  with  our   customer’s  customers.  The  materials  need  to  be  simplified   and  widely  available  in  all  branches.   $5,401,000   15   Co-­‐CreaWon  =  Winning  SoluWons   Win  -­‐  Win   WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  16. 16. Correlate  DVP  to  Financial  Outcomes   2007  GM%  vs  DVP%   10   20   30   40   50   60   70    0  -­‐1  -­‐2  -­‐3  -­‐4    1    2    3    4    5    6    7    8   Bathaus  Westlake   Inspired  Interiors   Rhinomart   Ferguson   WM  F.  Meyer  Banner  Supply   DVP%   ID  your  higher   value   customers   ID  your  lower   value   customers   GM%   Measuring  Return  on  Spending   WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  17. 17. Linking  DVP  to  Your  Company’s  Profit   17   AT  RISK   PARTNER   TRANSACTIONAL   OPPORTUNITY   WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  18. 18. Winning  with  Customers   18   Customers   Company   More  Profits   Growth  +  Profits   WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    
  19. 19. Q&A   19   Keith@dkeithpigues.com   www.dkeithpigues.com   www.linkedin.com/in/dkeithpigues   @dkeithpigues   713-­‐248-­‐1539   WINNING  WITH  CUSTOMERS    I    D.  Keith  Pigues    

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