Driving  Higher  Profits  By  Understanding  Your  Customer’s  Needs  

Presented  by:  Eric  Dosal  Co-­‐Founder,  CEO  BrightGauge  SoFware  

Topics  We’ll  Cover  

•  Understanding  Why  Customers  Hire  You  •  Maximizing  Your  Value    •  Context  Drives  True  Value  •  TriangulaNng  Your  Pricing  •  IdenNfying  Your  Ideal  Customer  •  Q&A  Time  

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Who  Is  This  Guy?  

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A  Li>le  Bit  About  Me  &  Compuquip  MSP  Re

venu

e  

Time  

$8.8MM  

$800K  

BIG  EXIT  

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Why  Do  Your  Customers  “Hire”  You?  

Understand  The  Jobs  To  Be  Done  

Framework  

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The  Dreaded  QuesPon  

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Cost,  Price  &  Value  

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Dollars  

Time  

Your  Costs  

Your  Price  Price  –  Cost  =  Your  PROFIT  

Your  VALUE  Leaving  15%  to  20%  Profit  On  The  Table  

Context  Drives  Value  Higher  

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Triangulate  Your  Pricing  

Cost  To  Deliver  

Price  In  The  Market  

Historical  Budget  

Don’t  Forget:  Ask  Your  Customer  What  They  Are  Willing  To  Spend  

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Transparent  NegoPaPng  Tool  

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Compuquip’s  Ideal  Customers  

Banks  1.  Security  Concerns  2.  Valued  ReputaPon  3.  Required  IT  Audits  

SMB  Services  Firms  1.  40  +/-­‐  Users  2.  MulPple  Offices  3.  Services  Firm  

Big  Boys  1.  200+  Employees  2.  Technology  Based  3.  Needing  Flexibility  

Analyze  Your  Current  Customers  &  Specifically  Your  “BEST”  Customers…  Then  Ask  Where  They’re  Friends  Hang  Out  

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IdenPfying  Your  Ideal  Customer  

Divide  Customer  List  Into  4  Groups  –  A,  B,  C,  D    ObjecNve  CharacterisNcs  for  each  Group:  •  Total  Revenue  ContribuPon  •  Total  Profit  ContribuPon  •  Types  of  Services  Match  Your  Goals  •  Referral  Business  Opportunity  •  PercepPon  Amongst  Your  Team  •  Personality  of  the  Client  •  Payment  History  •  Soj  Benefits  (Logo,  Market  Importance,  etc)  

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IdenPfying  Your  Ideal  Customer  Group  A  •  What  are  the  top  2  or  3  themes  of  this  list  •  Where  do  their  friends  hang  out?  Group  B  •  What  qualiPes  are  they  missing  from  Group  A?  •  Can  you  upsell  /  change  relaPonship?  Group  C  •  Do  they  bring  enough  incremental  margin?  Group  D    •  FIRE  THEM  TOMORROW  

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Watch  Out  For  The  Red  Flags  

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hHp://info.brightgauge.com/download-­‐Ops-­‐on-­‐idenOfying-­‐your-­‐ideal-­‐customer  

Let’s  Keep  The  ConversaPon  Going  

Email:  edosal@brightgauge.com  Business:  h_p://www.brightgauge.com/blog  Twi_er:  @EricDosal  &  LinkedIn:  Eric  Dosal  

To  Learn  More:  h_p://www.brightgauge.com/resources       www.brightgauge.com