This document describes an incentive marketing program called "Operation Godfather" designed to target "sleeping giant" customers for wholesale distribution companies. The program aims to convert these underpenetrated but high-potential customers into core customers through a highly customized incentive program using desirable "Big Splurge Awards" that can be redeemed for luxury vacations or purchases. The program involves identifying sleeping giants, launching a direct mail campaign to promote the program, tracking customers' purchases over time via scorecards, and rewarding top performers with the awards. The program is intended to increase sales, profits and customer loyalty in a turnkey fashion without requiring upfront costs from participating companies.
Greysmoke's 11 Maxims on B2B Demand Generation CampaignsBaker Egerton
A visual whitepaper describing 11 fundamentals that every demand generation campaign for the enterprise should consider. Helpful insight for anyone who wants a peek at some of the complex considerations surrounding campaigns.
This document provides guidance on creating a commercial culture within an organization where every employee contributes to excellent customer experiences that drive growth. It discusses how every employee, regardless of role, should understand their contribution to sales. Creating a commercial culture requires putting the customer at the heart of all decisions and focusing on helping customers purchase by understanding their needs rather than using aggressive sales tactics. The document recommends training all employees to prioritize outstanding customer service and emphasizes that successful companies communicate transparently with customers.
Please don’t think we’re presumptuous when we say we know your needs.
We do.
Because they were our needs, too.
As owners of independent retail stores, we walked millions of miles in your shoes. You don’t need to explain how hard it is to raise a family and run the company and pay the bills and hire and fire people - because the soles of our shoes are still dusty from walking down your road.
Today, we only offer services that we already spent our own money on.
Let’s start talking about your better life.
The document provides guidance for B2B demand generation marketers on planning an effective demand generation strategy. It discusses reverse engineering the sales funnel to identify pipeline goals and target metrics at each stage. Marketers are advised to determine revenue goals, calculate the contribution goals for marketing, and work backwards to establish the number of leads, MQLs, and opportunities needed based on average conversion rates. The document stresses the importance of having an ideal customer profile to focus marketing efforts on attracting the right leads that will become good customers.
WORKBOOK - The Ultimate Indestructible Blueprint For Maximizing Sales in 2017Meredith Oliver
Presented at the 2017 International Builders Show by Meredith Oliver, Evan Carroll, and Stan Phelps. Three hour master session. This session helped attendees recognize and understand the role customer experience plans in the customer buying journey.
E book puttingthecustomer_atthecenter_accountplanningstrategies_togrowrevenue...zubeditufail
This document discusses the importance of account planning and putting the customer at the center. It argues that to be successful, companies must understand customers and view each large account as its own marketplace. The document recommends researching accounts, integrating customer data and input, and focusing efforts to have the greatest impact. Effective account planning can increase revenue, loyalty and understanding while strengthening customer relationships.
This document discusses smart communication strategies in a down economy. It contains contributions from various marketing, PR, and communications professionals on topics such as employing online tactics like blogging, SEO, PPC, and social networking effectively. Other pieces discuss taking customer relationships to the next level through personalized outreach, focusing on current customers to generate new ones, giving value through content marketing and charitable partnerships, and optimizing messaging at the point of sale. Throughout, the contributors emphasize the importance of consistent branding, listening to customers, and finding ways to meaningfully engage with audiences even with smaller budgets.
This document discusses the importance of understanding numbers in the context of human behavior and stories. It advocates presenting numbers at a "conversational level" and seeing the human perspectives behind the data. Specific topics covered include how understanding audiences helped Audi and milk delivery services make business decisions. Research is cited showing emotional ads have greater impact on profits than rational ones. The document promotes translating human understanding into business advantage.
Greysmoke's 11 Maxims on B2B Demand Generation CampaignsBaker Egerton
A visual whitepaper describing 11 fundamentals that every demand generation campaign for the enterprise should consider. Helpful insight for anyone who wants a peek at some of the complex considerations surrounding campaigns.
This document provides guidance on creating a commercial culture within an organization where every employee contributes to excellent customer experiences that drive growth. It discusses how every employee, regardless of role, should understand their contribution to sales. Creating a commercial culture requires putting the customer at the heart of all decisions and focusing on helping customers purchase by understanding their needs rather than using aggressive sales tactics. The document recommends training all employees to prioritize outstanding customer service and emphasizes that successful companies communicate transparently with customers.
Please don’t think we’re presumptuous when we say we know your needs.
We do.
Because they were our needs, too.
As owners of independent retail stores, we walked millions of miles in your shoes. You don’t need to explain how hard it is to raise a family and run the company and pay the bills and hire and fire people - because the soles of our shoes are still dusty from walking down your road.
Today, we only offer services that we already spent our own money on.
Let’s start talking about your better life.
The document provides guidance for B2B demand generation marketers on planning an effective demand generation strategy. It discusses reverse engineering the sales funnel to identify pipeline goals and target metrics at each stage. Marketers are advised to determine revenue goals, calculate the contribution goals for marketing, and work backwards to establish the number of leads, MQLs, and opportunities needed based on average conversion rates. The document stresses the importance of having an ideal customer profile to focus marketing efforts on attracting the right leads that will become good customers.
WORKBOOK - The Ultimate Indestructible Blueprint For Maximizing Sales in 2017Meredith Oliver
Presented at the 2017 International Builders Show by Meredith Oliver, Evan Carroll, and Stan Phelps. Three hour master session. This session helped attendees recognize and understand the role customer experience plans in the customer buying journey.
E book puttingthecustomer_atthecenter_accountplanningstrategies_togrowrevenue...zubeditufail
This document discusses the importance of account planning and putting the customer at the center. It argues that to be successful, companies must understand customers and view each large account as its own marketplace. The document recommends researching accounts, integrating customer data and input, and focusing efforts to have the greatest impact. Effective account planning can increase revenue, loyalty and understanding while strengthening customer relationships.
This document discusses smart communication strategies in a down economy. It contains contributions from various marketing, PR, and communications professionals on topics such as employing online tactics like blogging, SEO, PPC, and social networking effectively. Other pieces discuss taking customer relationships to the next level through personalized outreach, focusing on current customers to generate new ones, giving value through content marketing and charitable partnerships, and optimizing messaging at the point of sale. Throughout, the contributors emphasize the importance of consistent branding, listening to customers, and finding ways to meaningfully engage with audiences even with smaller budgets.
This document discusses the importance of understanding numbers in the context of human behavior and stories. It advocates presenting numbers at a "conversational level" and seeing the human perspectives behind the data. Specific topics covered include how understanding audiences helped Audi and milk delivery services make business decisions. Research is cited showing emotional ads have greater impact on profits than rational ones. The document promotes translating human understanding into business advantage.
The document discusses optimizing marketing systems and leveraging hidden assets to drive business growth. It provides examples of how to systematically map core sales numbers, evaluate results, and tweak processes to increase prospects, conversion rates, and customer value. Hidden assets like past customers, relationships, and underutilized offerings are opportunities to optimize. The key is implementing a multi-pillar marketing system across advertising, sales, customer service and more to attract more prospects, increase conversions, and boost each customer's value through add-ons and retention. Small improvements in these areas can lead to exponential overall growth.
A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.
Believe it or not, it is easy to create new opportunities for building wealth. In fact, unseen opportunities are passing you by everyday. The only thing you need to do is to look at these overlooked opportunities with fresh eyes and capitalize on them.
Marketing genius Jay Abraham shares with you a program that will help you reach the pinnacle of success. Using the strategies he has utilized as a top advisor to some of America’s top corporations, Jay teaches you how to spot hidden assets and how to use untapped resources to maximize your career and increase your income.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
This document provides an overview and summary of the book "Selling to Big Companies" by Jill Konrath. The book aims to help sellers struggling to get meetings with corporate decision makers. It covers strategies for targeting the right accounts, crafting a strong value proposition, launching an account entry campaign, overcoming barriers to entry, and advancing sales. The author developed these strategies after her own sales work dried up and she had trouble getting appointments. The book provides a guide for sellers seeking contracts with large corporations in today's changing business environment.
The document provides information on the Rastar Dealer Solution, which uses customer data and segmentation to implement targeted marketing communications. It discusses identifying customers who are ready to purchase, conquest prospects, and customers who are "in the market". It also outlines segmentation of service customers and sample marketing letters tailored for new customers, rising customers, and high-value customers. The goal is to increase sales, service retention, and develop customer loyalty through personalized dialogue marketing.
Email marketing - Build loyalty and level up slidesLaura Thwaites
Join us for a special masterclass on how to boost customer loyalty in your email campaigns. We'll be joined by email marketing legend Kath Pay, Founder and CEO of Holistic Email Marketing. Kath lives and breathes email marketing and is recognized as an international email marketing thought leader. This is one session not to miss!
This document provides guidance on setting SMART business goals using specific, measurable, achievable, relevant, and time-based criteria. It discusses the importance of clearly defined goals for businesses and provides tips for creating goals that are focused, have measurable outcomes, are realistic given business conditions, and have defined timeframes. The document also summarizes the principles of effective small business advertising, including using a single clear message, adding credibility, testing advertisements, making contact information easy to find, targeting specific audiences, and creating curiosity to generate interest.
Sales and Marketing Alignment, Content Reuse with WittyParrot webinar present...Mark Gibson
Part 1 of a 2 part webinar, Sales and Marketing Alignment, Content Capture and Reuse using WittyParrot.
Will be of interest to marketers, sales enablement professionals and sales leaders.
The document discusses 5 questions companies should ask themselves to consistently win more customers: 1) Are we clearly communicating our differences? 2) Are we focused on the right target customers? 3) Have we uniquely positioned our offering in customers' minds? 4) Is our message and offering aligned? 5) Are we more convincing than competitors? It emphasizes differentiating from others, targeting the right customers, positioning offerings uniquely in customers' minds, aligning messaging and offerings, and delivering a more compelling message than competitors. The document is authored by Dante Iacovoni, an expert in helping companies differentiate, position themselves, and win more customers through strategic marketing.
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
The document discusses how customer experience is transforming business-to-business sales due to the rise of social media. It argues that companies must shift their focus to downstream customer interactions in order to build loyalty and competitive advantage. A good customer experience is crucial as negative feedback on social media can now be easily shared with large audiences, while positive experiences help build trust and advocacy.
This document provides 16 tips for developing long-term clients through effective radio advertising. The key tips are to focus radio ads on compelling creative production like memorable jingles and storytelling, place ads during optimal airtimes like drive times, and measure advertising effectiveness through metrics and client feedback to ensure the ads are driving results. Following these tips can help advertising agencies improve client campaigns, deliver measurable results, and strengthen client relationships.
This document discusses how customer experience is transforming business-to-business selling due to the rise of social media. It notes that social media allows customers to easily share their experiences, both positive and negative, with large audiences. This means companies must focus on delivering a positive customer experience at every touchpoint to build loyalty and avoid negative feedback being widely shared. The document also discusses how customer experience management programs can help companies improve sales effectiveness by shifting their focus to downstream customer interactions and relationships rather than just product development.
Top salesworld march 2015 - virtual trainingJennifer Cerda
This document discusses what it means to be an expert in sales. It argues that while having in-depth knowledge of a provider's products is important, it is not enough on its own to be considered an expert. To make a real difference, a salesperson must have expertise in their customer's industry and business challenges. They must understand market trends and the customer's specific goals, buying processes, and needs. The document advocates that sales experts are lifelong learners who continuously study their customers and markets. They have made many mistakes which help them better understand what works and doesn't work when selling.
Top CEOs share their views on managing an economic downturn without cutting prices, salaries, or staff. They recommend continuing to invest in innovation and employee development. Communicating openly with employees and customers is important to generate optimism. Carefully evaluating employees can identify underperformers without cutting salaries across the board. Mergers and acquisitions may provide opportunities during a downturn. The magazine issue includes articles on Arabic calligraphy and marketing work recently completed by Grow.
The document discusses the differences between product-oriented selling and value-based selling. Value-based selling focuses on understanding what the customer values and delivering value, rather than just features or price. It involves understanding customer needs at a deeper level and building trust and relationships. The key aspects of value-based selling include understanding customer perspectives, demonstrating integrity, empathy, initiative, knowledge, and courage.
This document provides marketing strategies and tactics for navigating a recession. It recommends focusing on customer intimacy through structured and customer-centric efforts. Marketers should evaluate how to convert leads into loyal customers rather than just focusing on lead generation. Both outbound and inbound marketing approaches are discussed, with inbound suggested as a better approach that avoids wasting efforts on uninterested prospects. The document concludes by advising marketers to devise a recession marketing framework and focus on areas where competitors have reduced presence.
This document provides guidance on developing an effective sales strategy and forecast for a business. It recommends analyzing the current business position and customers to understand where the business stands. It then discusses creating a sales forecast based on past performance and market research to set targets. The document outlines steps to take such as keeping current customers, finding new customers, creating a budget, developing a sales plan, and monitoring progress.
The document discusses optimizing marketing systems and leveraging hidden assets to drive business growth. It provides examples of how to systematically map core sales numbers, evaluate results, and tweak processes to increase prospects, conversion rates, and customer value. Hidden assets like past customers, relationships, and underutilized offerings are opportunities to optimize. The key is implementing a multi-pillar marketing system across advertising, sales, customer service and more to attract more prospects, increase conversions, and boost each customer's value through add-ons and retention. Small improvements in these areas can lead to exponential overall growth.
A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.
Believe it or not, it is easy to create new opportunities for building wealth. In fact, unseen opportunities are passing you by everyday. The only thing you need to do is to look at these overlooked opportunities with fresh eyes and capitalize on them.
Marketing genius Jay Abraham shares with you a program that will help you reach the pinnacle of success. Using the strategies he has utilized as a top advisor to some of America’s top corporations, Jay teaches you how to spot hidden assets and how to use untapped resources to maximize your career and increase your income.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
This document provides an overview and summary of the book "Selling to Big Companies" by Jill Konrath. The book aims to help sellers struggling to get meetings with corporate decision makers. It covers strategies for targeting the right accounts, crafting a strong value proposition, launching an account entry campaign, overcoming barriers to entry, and advancing sales. The author developed these strategies after her own sales work dried up and she had trouble getting appointments. The book provides a guide for sellers seeking contracts with large corporations in today's changing business environment.
The document provides information on the Rastar Dealer Solution, which uses customer data and segmentation to implement targeted marketing communications. It discusses identifying customers who are ready to purchase, conquest prospects, and customers who are "in the market". It also outlines segmentation of service customers and sample marketing letters tailored for new customers, rising customers, and high-value customers. The goal is to increase sales, service retention, and develop customer loyalty through personalized dialogue marketing.
Email marketing - Build loyalty and level up slidesLaura Thwaites
Join us for a special masterclass on how to boost customer loyalty in your email campaigns. We'll be joined by email marketing legend Kath Pay, Founder and CEO of Holistic Email Marketing. Kath lives and breathes email marketing and is recognized as an international email marketing thought leader. This is one session not to miss!
This document provides guidance on setting SMART business goals using specific, measurable, achievable, relevant, and time-based criteria. It discusses the importance of clearly defined goals for businesses and provides tips for creating goals that are focused, have measurable outcomes, are realistic given business conditions, and have defined timeframes. The document also summarizes the principles of effective small business advertising, including using a single clear message, adding credibility, testing advertisements, making contact information easy to find, targeting specific audiences, and creating curiosity to generate interest.
Sales and Marketing Alignment, Content Reuse with WittyParrot webinar present...Mark Gibson
Part 1 of a 2 part webinar, Sales and Marketing Alignment, Content Capture and Reuse using WittyParrot.
Will be of interest to marketers, sales enablement professionals and sales leaders.
The document discusses 5 questions companies should ask themselves to consistently win more customers: 1) Are we clearly communicating our differences? 2) Are we focused on the right target customers? 3) Have we uniquely positioned our offering in customers' minds? 4) Is our message and offering aligned? 5) Are we more convincing than competitors? It emphasizes differentiating from others, targeting the right customers, positioning offerings uniquely in customers' minds, aligning messaging and offerings, and delivering a more compelling message than competitors. The document is authored by Dante Iacovoni, an expert in helping companies differentiate, position themselves, and win more customers through strategic marketing.
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
The document discusses how customer experience is transforming business-to-business sales due to the rise of social media. It argues that companies must shift their focus to downstream customer interactions in order to build loyalty and competitive advantage. A good customer experience is crucial as negative feedback on social media can now be easily shared with large audiences, while positive experiences help build trust and advocacy.
This document provides 16 tips for developing long-term clients through effective radio advertising. The key tips are to focus radio ads on compelling creative production like memorable jingles and storytelling, place ads during optimal airtimes like drive times, and measure advertising effectiveness through metrics and client feedback to ensure the ads are driving results. Following these tips can help advertising agencies improve client campaigns, deliver measurable results, and strengthen client relationships.
This document discusses how customer experience is transforming business-to-business selling due to the rise of social media. It notes that social media allows customers to easily share their experiences, both positive and negative, with large audiences. This means companies must focus on delivering a positive customer experience at every touchpoint to build loyalty and avoid negative feedback being widely shared. The document also discusses how customer experience management programs can help companies improve sales effectiveness by shifting their focus to downstream customer interactions and relationships rather than just product development.
Top salesworld march 2015 - virtual trainingJennifer Cerda
This document discusses what it means to be an expert in sales. It argues that while having in-depth knowledge of a provider's products is important, it is not enough on its own to be considered an expert. To make a real difference, a salesperson must have expertise in their customer's industry and business challenges. They must understand market trends and the customer's specific goals, buying processes, and needs. The document advocates that sales experts are lifelong learners who continuously study their customers and markets. They have made many mistakes which help them better understand what works and doesn't work when selling.
Top CEOs share their views on managing an economic downturn without cutting prices, salaries, or staff. They recommend continuing to invest in innovation and employee development. Communicating openly with employees and customers is important to generate optimism. Carefully evaluating employees can identify underperformers without cutting salaries across the board. Mergers and acquisitions may provide opportunities during a downturn. The magazine issue includes articles on Arabic calligraphy and marketing work recently completed by Grow.
The document discusses the differences between product-oriented selling and value-based selling. Value-based selling focuses on understanding what the customer values and delivering value, rather than just features or price. It involves understanding customer needs at a deeper level and building trust and relationships. The key aspects of value-based selling include understanding customer perspectives, demonstrating integrity, empathy, initiative, knowledge, and courage.
This document provides marketing strategies and tactics for navigating a recession. It recommends focusing on customer intimacy through structured and customer-centric efforts. Marketers should evaluate how to convert leads into loyal customers rather than just focusing on lead generation. Both outbound and inbound marketing approaches are discussed, with inbound suggested as a better approach that avoids wasting efforts on uninterested prospects. The document concludes by advising marketers to devise a recession marketing framework and focus on areas where competitors have reduced presence.
This document provides guidance on developing an effective sales strategy and forecast for a business. It recommends analyzing the current business position and customers to understand where the business stands. It then discusses creating a sales forecast based on past performance and market research to set targets. The document outlines steps to take such as keeping current customers, finding new customers, creating a budget, developing a sales plan, and monitoring progress.
10 Actions To Help Ensure Your Business Succeeds | BBH StockholmAlexander Niléhn
A BBH briefing on how to ensure your business succeeds in the time of COVID-19: How brands stay relevant, stay useful and emerge strong.
Please steal and share.
The document provides tips for closing the first 10 B2B deals by focusing on finding early adopters and unaffiliated customers, getting reviews and referrals through an advocacy program to build social proof, and using customer advocates as the new sales team by empowering them through incentives and engagement. It emphasizes aiming for the right target customers, developing competitors' status quo, and using different traction channels like networking, early adopter programs, and referrals to accelerate deals through existing satisfied customers.
This document provides 10 marketing tips for businesses to consider during an economic downturn. The tips include analyzing what is and isn't working, focusing on customer retention through loyalty programs, refining target audiences, investing in areas of growth, focusing messaging on value, differentiating from competitors, negotiating media rates, exploring new digital marketing channels like mobile and social media, and learning about future-oriented trends like social media marketing. The overall message is that while times are tough, smart marketing tactics can help businesses survive and possibly thrive during a recession.
E book puttingthecustomer_atthecenter_accountplanningstrategies_togrowrevenue...zubeditufail
The document discusses account planning strategies for growing revenue by putting the customer at the center. It emphasizes understanding each customer as a complex marketplace and developing long-term business relationships through collaborative account planning. Key elements of effective account planning include researching customers, competitors, and one's own company for insights; treating every customer interaction as a promise to benefit the customer; and focusing on customer satisfaction, retention, and growth over the long run.
20 top sales_leaders_reveal_their_biggest_productivity_secretsMiguel Spencer
This document summarizes insights from 20 top sales leaders on important shifts in sales strategies, technologies, and processes. Key points include:
- Sales professionals must adapt to changing buyer behaviors and implement fact-based research and briefings rather than just value propositions.
- Cross-functional collaboration, understanding how revenue flows through organizations, and focusing on long-term customer sustainability are important.
- Specializing sales roles into prospectors, market response reps, closers, and account managers can dramatically improve pipeline and scale.
- Qualifying sales prospects thoroughly and providing sales enablement infrastructure helps reps focus on closing deals.
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
The document provides an introduction to SMART marketing, outlining a 12-step process for professional service providers to develop a marketing plan that includes defining ideal clients, understanding what clients want, assessing costs and competition, developing clear communication messages, and building client confidence in the business. The goal of SMART marketing is for businesses to reach their turnover and profitability targets through a simple and effective marketing strategy.
The document provides strategies for small business owners to improve their marketing and sales performance. It discusses 10 strategies over multiple parts, including not limiting how much business clients can do, using endorsements to promote the business, reversing risk to encourage sales, focusing on quality, partnering with other businesses, and paying specialists based on results. The overall document provides advice to help small businesses increase sales, grow, and market more effectively.
10 Things Emerging Technology Companies Need to Know to Jump Start Their Way ...Debbie Gee
The document provides advice for emerging technology companies on how to jump start revenue generation. It discusses 10 key things companies need to know, including being wary of hastily hiring a sales force, being objective about their technology offering, knowing their competition, understanding where they are in the emerging technology curve, clearly communicating value to customers, being prepared to invest in winning customers, knowing when to partner, leveraging existing customers, simplifying their message, and being realistic about timelines. It also discusses how companies can execute their strategies through an outsourced sales and marketing option to help reduce costs and accelerate revenue.
Customer experience in B2B - 8 questions for your CEOFuturelab
This document discusses 8 questions that every B2B company CEO should ask themselves about how customer-centric their company is. The questions cover topics like whether the company can identify profitable vs unprofitable customers, whether they treat customers as individuals or accounts, whether they have customer experience processes in place, whether they approach customers emotionally or rationally, whether all departments are focused on customer profitability, whether they leverage existing customer wins, and whether the CEO provides customer-centric leadership. The document is from Futurelab and suggests they can help companies answer these questions and improve their customer focus.
This is a Futurelab Action Guide I wrote up on the topic of customer centricity.
Before you criticise the small fonts: it's designed for use on a small/computer screen only :-)
The document discusses five secrets to customer retention that successful brands employ: 1) Providing stellar customer service even during mistakes, 2) Implementing creative loyalty programs that reward frequent purchases, 3) Engaging in consistent relationships with customers through marketing and social media, 4) Taking extra steps such as sending gifts during milestones, and 5) Speaking to customers with authenticity and understanding their lives. These tactics encourage repeat business and create loyal, long-term customers.
The essence of International Marketing. Most fundamentals for every company and brand wishing to expand globally. Compass to effective export strategy and global brand building.
This document outlines a nine-point sales strategy presented by Andrew Priestley. It discusses assessing sales skills through a tool called the Sales Profile. It then goes through nine questions that Priestley asks clients to better understand their sales environment, including what they sell, their target customers, the type of sales process, and their sales skills. The goal is to analyze a client's sales context and identify areas to improve performance and sales results.
The 10 Most Common Marketing Pitfalls (and How to Avoid Them)Fivestars
When you have about a million other things to worry about when running your business, marketing sometimes gets the short end of the stick. Here, we explore the 10 most common marketing mistakes people make and ways to combat them.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
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2. Believe
nothing,
no matter where you read it or who
has said it, not even if we have said
it, unless it agrees with your own
reason and common sense.
3. Wholesale distribution companies of every size and description are being squeezed
hard by a number of mounting factors: the erosion of margin, the struggle to
maintain differentiation, and the rapid imitation of technological innovation. Having
top notch employees and knock-your-socks-off customer service have become table
stakes and no longer provide competitive advantage.
Competition is beyond fierce – it’s cutthroat. The hunt for more sales, new sales, and
especially take away sales has intensified. It’s a war. Fought battle by battle. And
the ground to be won is customer share.
And that’s where we come in.
DEPARTMENT P helps wholesale distribution companies gain competitive edge
through the tactical use of high impact incentive programs that create excitement,
guide behavior, build loyalty, and most importantly, produce jaw dropping results.
Since our founding in 2009, DEPARTMENT P has maintained an unbroken track
record of successful incentive marketing initiatives; among our clients are some of
the largest and most forward-thinking wholesale distribution companies in America.
The cornerstone of DEPARTMENT P’s approach to incentive marketing is
customization. We believe that each targeted customer in an incentive program has
a unique backstory and that lumping customers into categories, expecting everyone
to think and act alike, is nonsensical. A well-designed incentive program must have
the flexibility to be customized to fit individual customers.
P IS FOR PERFORMANCE
We also believe that in order to thrive in the hyper-competitive, dog-eat-dog world of wholesale distribution, you constantly
need a strong and steady stream of new marketing ideas to drive more business your way. No matter what you’ve done to get
to where you are today, you are going to have to do something different tomorrow.
And that’s where OPERATION GODFATHER comes in.
It is an immutable law in business
that words are words, explanations
are explanations, promises are promises
but only performance is reality.
4. THE OPERATION GODFATHER
MANIFESTO
OPERATION GODFATHER is a highly targeted, fiercely creative, and extraordinarily effective incentive marketing strategy created specifically for
wholesale distribution companies to use in the ongoing battle for customer share.
Like most highly effective strategies, OPERATION GODFATHER is remarkably simple, even obvious, once you understand how it works. There
are six basic principles to consider:
#1 80 percent of your sales and profitability comes from 20 percent of your customers. Of course, the ratio is not always 80/20. Maybe it’s
75/25, 70/30 or even 90/10. However, the situation the ratio describes is always the same: a few Core Customers buy a great deal while a
great number of small customers buy very little.
#2 Core Customers are the lifeblood of your business and servicing them should be a company-wide obsession. Indeed, the real measure of a
healthy distribution business lies in the strength, depth, and length of its relationship with its Core Customers.
#3 Regardless of the extraordinary measures you may take to delight your Core Customers, attrition is inevitable. When a company gets
acquired or closes its doors, there’s not much you can do about it. And you certainly can’t assume that those customers currently
giving you the lion’s share of their business will continue doing so in the future; even your best and most loyal customers can and will
break your heart. Every time you lose a Core Customer, your profitability takes a hit-- sometimes a big hit. That’s why the long-term
expansion of your business is critically dependent on continually cultivating new Core Customers.
#4 Most of your small customers are low impact customers with no potential for significant growth. Many of them , however, have the buying
power to become Core Customers and significantly impact your bottom line. We refer to these high-potential, under-penetrated customers
as “Sleeping Giants.”
#5 Like your Core Customers, Sleeping Giants are savvy business people who practice economic calculation in every choice they make and
who are only loyal to one thing—best value. In those selling situations where all things are equal, including the price, the buying decision
almost invariably comes down to the personal relationship between the customer and the sales rep. Essentially, the relationship becomes
the tiebreaker. However, personal relationships always have limitations. If customers can find better value in another supplier, they will
often take their business there without looking back.
#6 In the eyes of many Sleeping Giants, there aren’t any sharp differences between you and your most formidable competitors. These are the
customers that can be motivated to change their buying behavior with only a small improvement in value such as the opportunity to earn
insanely desirable Big Splurge Awards in exchange for a greater share of their business. Granted, not all of the targeted customers will
take advantage of this opportunity; however, for many of the targeted customers, it will be “an offer they can’t refuse.”
5. SOMEBODY HAS TO BE THE BEST!
For an incentive program to be effective (we mean really effective) nothing is
more important than selecting highly desirable rewards; rewards that excite;
rewards that inspire; rewards that have the power to actually entice Sleeping
Giants to give you more of their business.
And that’s where our Big Splurge Awards come in.
You can search far and wide and comb the Internet until your eyes bleed and you
won’t find any rewards more desirable than our Big Splurge Awards.
After all, who wouldn’t be ecstatic to receive a Big Splurge Award that can be
redeemed for a custom-tailored vacation anywhere in the world—with no
blackout dates, no fine print, and no restrictions whatsoever. Those recipients
not interested in vacation travel have the option to redeem their Big Splurge
Awards to purchase anything their heart desires from any store in the United
States or Canada.
This unprecedented degree of choice and flexibility is what makes our Big
Splurge Awards so enticing and such remarkably effective change agents.
Big Splurge Awards, however, are only as good as the people that stand behind
them. After all, the ultimate measure of success comes down to just one thing:
Happy Customers!
And that’s where our “Escape Artists” come in.
DEPARTMENT P’s team of enthusiastic and dedicated Escape Artists thrive on
the challenge of achieving total customer satisfaction and that includes securing
the absolute lowest prices on airline tickets, hotel accommodations and other
travel related services. Their experience is our guarantee that your customers
will return from their vacations with great big smiles on their faces—feeling really
smart about being your customers.
6. OPERATION GODFATHER is a turnkey promotion which is intended to complement , not replace ,your existing marketing efforts.
The lead time to launch the OPERATION GODFATHER is approximately 60 days; the length of the promotion period is usually
9 or 12 months.
As you will see when you review the following action plan, our methodology is based on the premise that the clearer the sales
reps and branch managers are about the objectives of OPERATION GODFATHER, the more efficient and effective they will be in
achieving their personal performance goals. Perhaps Henry Thoreau said it best: “In the long run, men hit only what they aim at.”
NOV 1 Blast email to the participating Branch Managers announcing the program and inviting them to participate in a
webinar (or meeting ) that will provide them with all the details of the program. In conjunction with this briefing,
the Branch Managers will receive Program Briefing Booklets and samples of all promotional mailings.
NOV 8 Branch Manager webinar or meeting to be orchestrated by DEPARTMENT P.
NOV 11 Blast email from the Branch Managers to their respective Sales Reps announcing the program. The Sales Reps
will also receive Program Briefing Booklets and copies of all promotional mailings. Although this email will be
sent by the Branch Managers, the content for the email will be provided by DEPARTMENT P.
NOV 12-28 Sales Reps do the necessary “opposition research” to compile their lists of viable Sleeping Giants. Depending on
the make-up of their individual territory, each Sales Rep will be responsible for identifying 5-15 Sleeping Giants.
NOV 29 Deadline for the Sales Reps to submit the names of the Sleeping Giants to their Branch Managers.
DEC 2-13 Branch Managers and Sales Reps work together to finalize the list of SLEEPING GIANTS that will be invited to
participate in the program. The Sales Reps must be able to justify in definitive terms why each targeted customer
deserves to be included in the program.
DEC 16 Branch Managers email their final lists of targeted Sleeping Giants to DEPARTMENT P.
JAN 2 Teaser Mailing
JAN 7 Sales Reps start making appointments to personally deliver the Program Launch Booklets to their customers.
OPERATION GODFATHER
METHODOLOGY
7. OPERATION GODFATHER
TACTICS
In a “perfect world,” all of your Sales Reps would understand that tremendous sales gains come from converting Sleeping Giants
into Core Customers and would treat these situations as prime opportunities. This, unfortunately, is not the case.
This being the “real world,” most of your Sales Reps are essentially Customer Service Professionals that provide excellent service
to their best customers and will follow up on a lead if it’s sent their way, but are out of their comfort zone when it comes to
strategically pursuing Sleeping Giants.
And that’s where the Promotion Campaign comes in.
The Promotion Campaign is a turnkey action plan that will allow your Sales Reps to engage their targeted customers with new
found enthusiasm and confidence, knowing that in many selling situations they will have a clear competitive advantage.
JAN 2 Personalized Teaser Mailing from the Sales Rep introduces the customer incentive program, without
revealing much in the way of details.
JAN 7 Sales reps begin to contact their targeted customers to schedule appointments.
JAN 8-24 At face to face meetings, the sales reps brief their targeted customers on the incentive program and get
them registered in the program. At this meeting, each customer receives a Launch Booklet with
individualized qualification criteria.
FEB 14 Scorecard #1 is mailed to the customer’s home address
MAR 14 Scorecard #2 is personally delivered
APR 11 Scorecard #3 is mailed to the customer’s home address
MAY 9 Scorecard #4 is personally delivered
JUN 13 Scorecard #5 is mailed to the customer’s home address
JUL 11 Scorecard #6 is personally delivered
AUG 8 Scorecard #7 is mailed to the customer’s home address
SEP 12 Scorecard #8 is personally delivered
OCT 10 Scorecard #9 is mailed (final results)
END OF OCT Sales reps personally deliver the Big Splurge Awards to the qualifying customers
Y
8. THE ENDGAME: INCREASED PROFITS
OPERATION GODFATHER will change
the buying behavior of specific high
volume customers by providing them
with a superior value proposition.
CUSTOMERS
BRANCH
MANAGERS
OPERATION GODFATHER will improve
the effectiveness of your branch
managers by providing them with a
well-defined process to ensure that
your sales reps devote more time to
securing the most profitable business
and less time trying to make marginal
business more profitable.
SALES
REPS
OPERATION GODFATHER will
increase the productivity of
your sales reps by providing
them with a well-defined
process to generate more
business from high-potential
under-penetrated accounts.
9. Award Sales Goal Year -over-Year Year-Over-Year Face Value Net Incremental Liquidation
Level Jan-Sep 2014 Sales Increase Profit Increase of Award Profit Percentage
I 17,500 12,500 2,500 500 2,000 20%
II 30,000 25,000 5,000 1,000 4,000 20%
III 42,500 37,500 7,500 1,500 6,000 20%
IV 55,000 50,000 10,000 2,000 8,000 20%
V 67,500 62,500 12,500 2,500 10,000 20%
VI 80,000 75,000 15,000 3,000 12,000 20%
VII 92,500 87,500 17,500 3,500 14,000 20%
VIII 105,000 100,000 20,000 4,000 16,000 20%
IX 117,500 112,500 22,500 4,500 18,000 20%
X 130,000 125,000 25,000 5,000 20,000 20%
PROGRAM STRUCTURE
Here’s an example of how a program would be structured for a Sleeping Giant with the following profile:
Base Period Sales (January – September 2013) $5,000
Gross Profit Margin 20%
Base Period Profit $1,000
The program is structured in such a way that the Face Value of the Big Splurge Award will always be equal to 20 percent of the
Year-Over-Year Profit Increase.
Since Gross Margins vary from customer to customer, the sales required to earn Big Splurge Awards will be adjusted to reflect each
customer’s Gross Profit Margin.
10. PROGRAM BRIEFING BOOKLETS FOR THE SALES REPS & BRANCH MANAGERS
Promotion Campaign Samples Kit
● Teaser Mailing
● Launch Booklet & Registration Card
● Scorecards & Spotlight Cards
● Big Splurge Award Booklet
DIRECT MAIL PROMOTION CAMPAIGN
● Personalized Teaser Cards
● Personalized Launch Booklets & Registration Cards
● Monthly Scorecards & Spotlight Cards (9)
OPERATION GODFATHER SERVICE PACKAGE
● Strategic Planning ● Mailing Services (first class postage & handling)
● Creative Services (copywriting & design) ● Monthly tracking reports for the Sales Reps & Branch Managers
● Print Production & Envelopes ● Final Audit & Evaluation
● Data Services (data entry, data scrubbing, & list maintenance) ● Big Splurge Award Booklets & Fulfillment Services
COST OF THE SERVICE PACKAGE
There are no deposits or up-front payments associated with implementing OPERATION GODFATHER. You will be invoiced for the Big Splurge
Awards and the Service Package at the conclusion of the program according to the following guidelines:
OPERATION GODFATHER
Included Features & Cost Quotation
Big Splurge Net Incremental Your Our
Award Value Profit Per Award Share Share
$500 $2,000 $1,700 $300
$1,000 $4,000 $3,400 $600
$1,500 $6,000 $5,100 $900
$2,000 $8,000 $6,800 $1,200
$2,500 $10,000 $8,500 $1,500
$3,000 $12,000 $10,200 $1,800
$3,500 $14,000 $11,900 $2,100
$4,000 $16,000 $13,600 $2,400
$4,500 $18,000 $15,300 $2,700
$5,000 $20,000 $17,000 $3,000
Big Splurge Net Incremental Your Our
Award Value Profit Per Award Share Share
$5,500 $22,000 $19,000 $3,000
$6,000 $24,000 $21,000 $3,000
$6,500 $26,000 $23,000 $3,000
$7,000 $28,000 $25,000 $3,000
$7,500 $30,000 $27,000 $3,000
$8,000 $32,000 $29,000 $3,000
$8,500 $34,000 $31,900 $3,000
$9,000 $36,000 $33,000 $3,000
$9,500 $38,000 $35,300 $3,000
$10,000 $40,000 $37,000 $3,000
11. PREDICTING THE RESULTS
VARIABLE #1: The magnitude of the program
Clearly, there is a direct relationship between the number of Sleeping Giants
participating in the program and the amount of incremental profit that will be
generated. The magnitude of the program is determined by (a) the number of “high
quality” Sleeping Giants that you have the ability to identify and (b) the number of Sales
Reps that will be involved in the program. For planning purposes, figure one Sales Rep
per 15-20 targeted customers. Since no up-front expenditures are required to launch
OPERATION GODFATHER, cost is not a limiting factor in determining the size of the
target audience.
VARIABLE #2: The number of customers that qualify for Big Splurge Awards
On average, 20%-30% of the targeted customers will qualify for Big Splurge Awards.
For planning purposes, 25% is a good working number.
VARIABLE #3: The number of awards issued at each of the various award levels
Predicting how many Big Splurge Awards will be issued at each of the various award
levels is impossible. However, it’s interesting to note that Pareto’s 80/20 Principle does
apply: very few customers qualify for upper level awards, compared to the number of
customers that qualify for lower level awards.
VARIABLE #4: The performance of the Sales Reps
Not surprisingly, Pareto’s 80/20 Principle once again comes into play: approximately
80% of the Net Incremental Profit will be generated by 20% of your Sales Reps. Please
note that the biggest gains will not only come from your “heavy hitters,” but also from
average Sales Reps who have a knack for “working the program.”
The amount of Incremental Profit generated by OPERATION GODFATHER is largely influenced by four variables:
12. Case Study #1
HOMANS ASSOCIATES
Qualification Period 9 Months
Number of Targeted Customers 445
Number of Sales Reps 29 (average 15 customers per sales rep)
Number of Big Splurge Award Qualifiers 98 (22% of the target audience)
Incremental Profit $1,000,000
Total Value of Big Splurge Awards $250,000
Number of Award Total Incremental Percent of Total Percent of
Qualifiers Value Award Cost Profit Incremental Profit Total Qualifiers
46 $1,000 $46,000 $184,000 18% 47%
26 $2,000 $52,000 $208,000 21% 27%
8 $3,000 $24,000 $96,000 10% 8%
6 $4,000 $24,000 $96,000 10% 6%
2 $5,000 $10,000 $40,000 4% 2%
1 $6,000 $6,000 $24,000 2% 1%
2 $9,000 $18,000 $72,000 7% 2%
7 $10,000 $70,000 $280,000 28% 7%
98 $250,000 $1,000,000 100% 100%
Based on these results, it should come as no surprise that Homans Associates gave
OPERATION GODFATHER a perfect “10,” calling it one of the best marketing programs they had ever run.
13. Case Study #2
BEACON ROOFING SUPPLY CANADA
Number of Award Total Incremental Percent of Total Percent of
Qualifiers Value Award Cost Profit Incremental Profit Total Qualifiers
16 $500 $8,000 $32,000 2% 13%
25 $1,000 $25,000 $100,000 6% 20%
8 $1,500 $12,000 $48,000 3% 6%
14 $2,000 $28,000 $112,000 7% 11%
3 $2,500 $7,500 $30,000 2% 2%
12 $3,000 $36,000 $144,000 9% 10%
3 $3,500 $10,500 $42,000 3% 2%
6 $4,000 $24,000 $96,000 6% 5%
4 $4,500 $18,000 $72,000 4% 3%
15 $5,000 $75,000 $300,000 18% 12%
3 $6,000 $18,000 $72,000 4% 2%
2 $7,000 $14,000 $56,000 3% 2%
1 $7,500 $7,500 $30,000 2% 1%
2 $8,000 $16,000 $64,000 4% 2%
1 $8,500 $8,500 $34,000 2% 1%
3 $9,000 $27,000 $108,000 7% 2%
2 $10,000 $20,000 $80,000 5% 2%
1 $11,000 $11,000 $44,000 3% 1%
1 $12,000 $12,000 $48,000 3% 1%
1 $13,000 $13,000 $52,000 3% 1%
1 $15,000 $15,000 $60,000 4% 1%
124 $406,000 $1,624,000 100% 100%
Qualification Period 11 Months
Number of Targeted Customers 404
Number of Sales Reps 21 (average 9 customers per sales rep)
Number of Big Splurge Award Qualifiers 124 (30% of the target audience)
Incremental Profit $1,624,000
Total Value of Big Splurge Awards $406,000
Based on the results of its 2012 program, it should come as no surprise that
Beacon Roofing Supply Canada decided to repeat OPERATION GODFATHER IN 2013.
14. As much as we would like to believe that OPERATION GODFATHER is the “be all and end all” of incentive
marketing programs, we’re the first to admit that no incentive marketing strategy is right for every company.
With this in mind, here are three valid reasons why OPERATION GODFATHER might not be right for you:
#1 The objective of OPERATION GODFATHER is to significantly grow your business by taking customer share
away from your largest competitors’ Core Customers. If you lack the ability to identify who those Core
Customers are, OPERATION GODFATHER is not for you.
#2 By definition, “gross profit margin” expresses profits as a percentage of goods sold. Because your gross profit
margins vary dramatically from customer to customer, OPERATION GODFATHER’s metrics are structured
around incremental profit, not incremental sales. If you cannot assign a relatively accurate gross profit margin
to each targeted customer, OPERATION GODFATHER is not for you.
#3 The success of OPERATION GODFATHER is critically dependent on the ability to provide the targeted
customers with monthly scorecards so they can track their progress in qualifying for Big Splurge Awards.
Our job is to produce the scorecards; your job is to provide us with monthly sales reports so we can do so.
If you cannot generate monthly sales reports on a timely basis, OPERATION GODFATHER is not for you.
THREE GOOD REASONS WHY
OPERATION GODFATHER IS NOT FOR YOU
15. At the end of the day, OPERATION GODFATHER is simply an investment-- no more, no less.
Although the program does not require any up front expenditures, it does require an investment of
both time and energy.
As you evaluate this investment, it’s important to understand that OPERATION GODFATHER will
have no impact one way or another on the majority of targeted customers.
That being said, the reason why OPERATION GODFATHER represents such an excellent investment
is the extraordinary amount of profit you stand to make on those customers whose buying behavior
will be impacted by the incentive program – not only during the promotion period, but after the
program is over.
Here’s the bottom line: The question is not, “Will OPERATION GODFATHER generate incremental
profit for your business? That has long since been settled. The only question is “How much
incremental profit will be generated?”
Needless to say, we look forward to having the opportunity to find out!
WHERE THE RUBBER MEETS THE ROAD
16. Carole / Ken / Al -
I hope all is well with everybody and everybody is knocking the cover off the ball.
(Who used to say that?)
In any event , I would like to ask you all a favor and give either Roy Podell or Paul
DeLuca from DEPARTMENT P a listen for your next customer incentive program.
We recently used DEPARTMENT P’s “Operation Godfather” program with great
success. The data mining they do on your customer base will open your eyes. They
prepare monthly pieces that include a scorecard to each customer who registers in
the program and individual award books tailored to each individual customer.
The best part is that their "Big Splurge Awards" can be used for anything, and I
mean anything. We even had a customer who used his award for his son’s college
tuition. DEPARTMENT P handles all aspects of the promotion and redemption, so
the program is real turnkey.
If I did not feel that “Operation Godfather” is a “10” I would not be helping them get
in touch with you. I truly believe in their program; it was one of the best programs
we have ever run.
Again, I hope all of you are doing well personally and at your companies.
Warm regards,
Bob
WHO’S WHO
Bob Tise
President, Homans Associates
Carole Poindexter
President, Baker Distributing Company
Ken Connell
President, The Gemaire Group
Al Lendino
President, East Coast Metal Distributors
“It ain’t bragging if you can back it up.”