Catching the wild customer

+Catching the Wild

Customer

Presenter: Jan Triplett, Ph.D.CEO, Business Success CenterSales, Marketing & Financial Strategy

©Business Success Center, Austin, TX 2012. All rights reserved.

1#PC9

2+This is me.

©Business Success Center, Austin, TX 2012. All rights reserved.

Who are you?

• Business Success Center• Sales, marketing, and

financial management strategy

• Focus on growing businesses• Also prepares businesses for

sale or transfer.

• 30 years of successful results • High tech to no tech firms• Service & product

businesses • A-Z industries & professions

• Award-winning; internationally recognized

• NCRC Professionally certified

• Proud to be green

©Business Success Center, Austin, TX 2012. All rights reserved.

3+Agenda

Customer Stages from the Seller’s Point of View

The Seller’s Sales Flow Process

Why Sales Vanish

The Customer’s Buying Continuum™

Catching the Wild Customer: Do’s & Don’ts

©Business Success Center, Austin, TX 2012. All rights reserved.

4+Customer Stage Identification

Suspect

Prospect

Customer

Platinum Profile Customer™

©Business Success Center, Austin, TX 2012. All rights reserved.

5+Customer Stage Identification

Suspect is not a Customer yet; can be a referral.

Referrals are all Suspects until they are pre-qualified.

Need to do some research & pre-qualify before directly contacting a Suspect.

Level 1: Suspect

©Business Success Center, Austin, TX 2012. All rights reserved.

6+Customer Stage Identification

At initial contact they become a Prospect.

Present Prospect with an opportunity to buy.

Prospect is not a customer until sold something.

Level 2: Prospect

©Business Success Center, Austin, TX 2012. All rights reserved.

7+Customer Stage Identification

Becomes a Customer when the sale is closed and money exchanged.

Level 4: Customer

©Business Success Center, Austin, TX 2012. All rights reserved.

8+Customer Stage Identification

Becomes a Platinum Profile Customer™ when the customer adds more value than just dollars.

Reinforce, Retain, Repurchase

Level 5: Platinum Profile Customer™ (Post Sale)

©Business Success Center, Austin, TX 2012. All rights reserved.

9+Sales Flow Process

Step 1: Pre-qualify (pre-contact)

Step 2: Initial Contact (brand ID, awareness)

Step 3: Marketing (objections/FAQ)

Step 4: Merchandising (reduce risk/ give taste)

Step 5: Close

Step 6: Post Sale (reinforce sale, retain)

Step 7: Resell or Upgrade

Keep or Cull at each step

Seller's Action Items

©Business Success Center, Austin, TX 2012. All rights reserved.

10+Why “Sure Fire” Prospects Vanish

You rushed.

They didn’t see what you saw as addressing their problems or helping them take advantage of an opportunity. (Benefits & Advantages vs. Features)

You lost to “Ghost Competitors”.

You didn’t address their problem space.

They didn’t finish their Buyer’s Continuum™.

©Business Success Center, Austin, TX 2012. All rights reserved.

11+Customer’s Buying Continuum™

Step 1: Determine need

Buyer's Purchasing Perspective

©Business Success Center, Austin, TX 2012. All rights reserved.

12+Customer’s Buying Continuum™

Step 2: Set goal

Buyer's Perspective

©Business Success Center, Austin, TX 2012. All rights reserved.

13+Customer’s Buying Continuum™

Step 3: Identify inflexible constraints and set priorities.

Buyer's Perspective

©Business Success Center, Austin, TX 2012. All rights reserved.

14+Customer’s Buying Continuum™

Step 4: Gather info, evaluate options

Buyer's Perspective

©Business Success Center, Austin, TX 2012. All rights reserved.

15+Customer’s Buying Continuum™

Step 5: Make Purchase

Buyer's Perspective

©Business Success Center, Austin, TX 2012. All rights reserved.

16+Customer’s Buying Continuum™

Step 6: Feel remorse or rejoice

Buyer's Perspective

©Business Success Center, Austin, TX 2012. All rights reserved.

17+Customer’s Buying Continuum™

Step 7: Repurchase, upgrade or disappear

Buyer's Perspective

©Business Success Center, Austin, TX 2012. All rights reserved.

18+Catching the Wild Customer: Do’s & Don’ts

Buyer can compress steps; but Seller cannot let Buyer skip any.

Some of the above steps can happen simultaneously.

Seller’s and Buyer’s processes don’t mesh perfectly so allow time for both.

©Business Success Center, Austin, TX 2012. All rights reserved.

19+Worth Reading

Blue Ocean Strategy by Kim & Mauborgne

The Magic of Change by Tom Britton & Kent Cummins

Selling with Integrity by Sharon Drew Morgen

Thinking Big, Staying Small by Crispin Ruiz, Dixie Shipp Evatt, & Jan Triplett

If you have questions on the content of this seminar or if you would like to meet to discuss your “wild customers”, please email me at triplett@ownersview.com.

+Here’s to

your success!

Jan Tripletttriplett@ownersview.com

Blog: http://www.ownersview.com512-933-1983

©Business Success Center, Austin, TX 2012. All rights reserved. 20

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