This document discusses selective marketing strategies to focus on the most valuable customers. It recommends profiling customers into categories like Platinum, Gold, Silver, Bronze, and Lead. Platinum customers are the most desirable as they actively refer business and provide feedback. The document outlines developing a Platinum Customer Profile to understand customers' demographics, psychographics, and behaviors. It also recommends using positioning to meet customer wants while also achieving business goals like brand awareness. Pricing should be value-based rather than cost-based. A 7-step sales process is outlined to qualify leads and close sales. Action items include creating customer profiles, reviewing positioning and pricing, training staff on the sales process, and revising marketing materials.

1. Selective MarketingWith Jan Triplett, Ph.D. COO, Business Success Center© 2010

2. 4 P’s to Save $$ & Make SalesProfilingPositioningPricingProcess

3. Who’s your customer now?Platinum & Gold create stabilitySilver has potentialBronze is uncertainLead is a drag and time wasterConcrete is a business killer – never satisfied

4. Customersyou want… a matchVisionariesSee problem as you doSee value of your solutionAdventurousConfident in youTrust youDecisiveHassle-free or less hassle

5. Compatibility is KeyYou want customers who add valueActively referProvide Quality ControlEngaged & offer ideasLong termLikeable

6. Platinum Customer Profile™When used correctly, it results in:Better sales process — shorter sales cycle Improvements to collateralAccurate positioningValue pricingSaves marketing $$

7. Platinum Customer Profile™Identifies your best customer in terms of:Demographics – facts Psychographics – emotionsBehaviors – buying patterns, actionsGeographical concerns

8. Usepositioning to give themWhat they wantTotal solutionValue (cheap)Innovation (never seen before)And, what you want…Top of mindBuzzBrandingCompetitive advantage

9. Don’t give up or settleProfiling is a processPositioning is a strategy

10. Price RightValue-BasedVs.Cost-basedKnow your true total cost Raising your price is OK

11. Use a 7-step Sales ProcessPre-QualificationInitial ContactMarketingMerchandisingCloseReinforcementRetention

12. Action ItemsCreate Platinum & Lead/Concrete Profiles™Select “Blue Ocean” positioningReview/revise pricingDevelop a sales process & train staffCreate marketing plan & budgetRevise collateralAsk for help. Call me 933.1983 or email triplett@bscusa.com

13. Here’s to your success!Jan Tripletttriplett@bscusa.comBusiness Success CenterSales & Financial Business Management ServicesJanuary 28, 20010