+ Catching the Wild Customer Presenter: Jan Triplett, Ph.D. CEO, Business Success Center Sales, Marketing & Financial Strategy ©Business Success Center, Austin, TX 2012. All rights reserved. 1 #PC9
Jan 21, 2015
+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 [email protected].
+Here’s to
your success!
Blog: http://www.ownersview.com512-933-1983
©Business Success Center, Austin, TX 2012. All rights reserved. 20
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