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Muder Chiba
(and Big)
Muder Chiba
Smart customers
Aggressive competitors
VUCA world
Volatile , Uncertain , Complex ,Ambiguous
+
Sales : Eat what I kill
today?
And
Marketing : What
Relationship am I
building with my
Customer ?
Muder Chiba
+
What We'll
be Seeing
The Tools
1. Marketing & Sales
Funnel
2. The 80/20 Rule
3. Customer Lifetime
Value
4. Trading Area &
Footfall
5. The 4Ps
Muder Chiba
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Muder Chibahttp://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
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Muder Chibahttp://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
+The Pareto Principle
Muder Chiba
80% of sales come
from 20% of products
80% of sales are
made by 20% of sales
staff
80% of profits come
from 20% of
customers
80% of profits come
from 20% of the time
staff spend
80% of complaints
come from 20%
customers
80% of complaint
handling time is used
by 20% complaints
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Muder Chiba
Low Future Value
High Current Value
High Future Value
High Current Value
Low Future Value
Low Current Value
High Future Value
Low Current Value
Future Value
Cu
rre
nt
Valu
e
+
Muder Chiba
Low Future Value
High Current Value
High Future Value
High Current Value
Low Future Value
Low Current Value
High Future Value
Low Current Value
Future Value
Curr
ent
Valu
e
Manage
Divest
Focus
Nurture
+
Muder Chiba1``
Simple local map exercise…colour coding
to add dimensions to the Prospects/Sales ,
Heavy/Light , Casual/Repeat etc.
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• What is the Location
• What is the type of store
• How we get Customers to come
• What is the Pricing Strategy
• What Assortment we sell
Product Price
PlacePromoti
on
Muder Chiba