Puynhops Business Accelleration Part 1 Identifying needs

PIBA 2.0www.puynhope.com

… does not look at pecifications

… does not make assumptions from experience

but listens to customers pectations

- leading position to enlarge market share

- Sustainable strategies

- Understanding customers and share information

- Information available internal and external sources

• Current customers

• Potential customers

• Current dealers

• Potential dealers

• Future customers

to define better POS, concepts, strategies, services and products

Data vs. information !

You cannot aim at a customer if you do

not know what drives him or her!

Random customer shops at the AS dealer

Criteria Male

55

Female

67

Male

75

Female

61

Why? Personal service Personal service Personal service Personal service

Service 5 5 5 5

What is service? Def A Def B Def C Def D

Quality 5 5 5 5

Price 2 5 3 4

Assortment 1 2 3 2

Brand 2 1 2 2

Local 5 4 5 5

Looks …

Delivery speed …

Why not chain Big Always someone

else

Not personal No service

Potential customer shops at chain

Criteria Male

55

Female

67

Male

75

Female

61

Why? Assortment Warranty Quality Brand

Service 5 5 5 5

Quality 5 5 5 5

What is

service?

Def A Def B Def C Def D

Price 2 5 3 4

Assortment 4 2 3 3

Brand 4 3 5 5

Local 2 3 2 3

Looks …

Delivery speed …

Why not

independent

Rely on one

person

Quality changes What if the ind.

stops

Contingency

This enables you allready to target the

specific potential group

Rely on one person Quality changes What if the ind. stops Contingency

Certified dealer by AS Quality products Worldwide available Spare parts available everywhere

If you know what the target drives,

you can aim your activities and promotions

Criteria Male

55

Female

67

Male

75

Female

61

Conclusion

Service 5 5 5 5 5

Quality 5 5 5 5 5

Price 2 3 3 4 3

Assortment 4 2 3 3 3

Brand 4 3 5 5 4,2

Availability 5 4 5 5

Color … … … …

Influencer

External target

group X

Criteria Male

55

Female

67

Male

75

Female

61

Conclusion

Service 5 5 5 5 5

Quality 5 5 5 5 5

Price 2 3 3 4 3

Assortment 4 2 3 3 3

Brand 4 3 5 5 4,2

Availability 5 4 5 5

Color … … … …

Influencer

Criteria Sales 1 Sales 2 Marketer

1

Manager Criteria

Service 4 5 5 4 4,5

Quality 4 5 4 5 4,5

Price 5 5 3 5 4,5

Assortment 2 2 2 2 2

Brand 2 2 2 2 2

Availability 4 4 5 5 4,5

Color … … … … …

Influencer

External target

group X

Internal, what do

we think the target

group X responds

Criteria Male

55

Female

67

Male

75

Female

61

Conclusion

Service 5 5 5 5 5

Quality 5 5 5 5 5

Price 2 3 3 4 3

Assortment 4 2 3 3 3

Brand 4 3 5 5 4,2

Availability 5 4 5 5

Color … … … …

Influencer Children

Criteria Sales 1 Sales 2 Marketer

1

Manager Conclusion

Service 4 5 5 4 4,5

Quality 4 5 4 5 4,5

Price 5 5 3 5 4,5

Assortment 2 2 2 2 2

Brand 2 2 2 2 2

Availability 4 4 5 5 4,5

Color … … … … …

Influencer MD

New sales &

marketing insights

managerial information

External target

group X

Internal, what do

we think the target

group X responds

Criteria Male

55

Female

67

Male

75

Female

61

Conclusion

Service 5 5 5 5 5

Quality 5 5 5 5 5

Price 2 3 3 4 3

Assortment 4 2 3 3 3

Brand 4 3 5 5 4,2

Availability 5 4 5 5

Color … … … …

Influencer Children

Criteria Sales 1 Sales 2 Marketer

1

Manager Conclusion

Service 4 5 5 4 4,5

Quality 4 5 4 5 4,5

Price 5 5 3 5 4,5

Assortment 2 2 2 2 2

Brand 2 2 2 2 2

Availability 4 4 5 5 4,5

Color … … … … …

Influencer MD

Enables you to focus on and

understand your customers

needs

External target

group X

Internal, what do

we think the target

group X responds

Criteria Male

55

Female

67

Male

75

Female

61

Service 5 5 5 5

Quality 5 5 5 5

Price 2 3 3 4

Assortment 4 2 3 3

Brand 4 3 5 4

Availability 5 4 5 2

Color … … … …

…

25 22 26 23

Selecting easy target groups

to generate sales

Criteria Male

55

Female

67

Male

75

Female

61

Service 5 5 5 5

Quality 5 5 5 5

Price 2 3 3 4

Assortment 4 2 3 3

Brand 4 3 5 4

Availability 5 4 5 2

Color … … … …

…

25 22 26 23

Selecting easy target groups

to generate sales

Less needs = easy to sell

Much needs = a lot of effort

Criteria Male

55

Female

67

Male

75

Female

61

Service 5 5 5 5

Quality 5 5 5 5

Price 2 3 3 4

Assortment 4 2 3 3

Brand 4 3 5 4

Availability 5 4 5 2

Color … … … …

…

25 22 26 23

Easy target Women in 60s

Is the target group specific enough and

what is the potential of this group?

Criteria Female

67

Female

61

Sum

Service 5 5 10

Quality 5 5 10

Price 3 4 7

Assortment 2 3 5

Brand 3 4 7

Availability 4 2 6

Color … … …

…

22 23

Easy target Women in 60s

With this information we can build a new

concept that fits a bigger target group?

Criteria Female

67

Female

61

Sum

Service 5 5 10

Quality 5 5 10

Price 3 4 7

Assortment 2 3 5

Brand 3 4 7

Availability 4 2 6

Color … … …

…

22 23

… we allready know what USP´s to communicate

Easy target Women in 60s

Criteria Male Female Dealers …

Service 5 5 10

Quality 5 5 10

Price 3 4 7

Assortment 2 3 5

Brand 3 4 7

Availability 4 2 6

Color … … …

…

Sales conversations

We are prepared without using assumptions!

Identify need of future groups

Criteria Male

26

Female

31

Male

28

Female

34

When are you willing

to buy

ASAP Others tell me … …

What kind of service … …

Price level? …

Pay yourself

Configurate yourself

Never give away pole position!

Develop new products and services?

Criteria Male

55

Female

67

Male

75

Female

61

Sum is 4 p’s

Service 2 1 2 3 Less

Quality 5 5 5 5 High

Price level 300 250 300 350 Medium

Accessoires Charger Bluetooth Charger Charger Chargable

… …

Reads Magazine A Magazine B Magazine C Magazine D No adverts

Influenced by Children Children MD Children Focus on

influencers

Availability Independent Online Chain Online Sales online and

by chain

Develop new products and services?

Criteria Male

55

Female

67

Male

75

Female

61

Sum is 4 p’s

Service 2 1 2 3 Less

Quality 5 5 5 5 High

Price level 300 250 300 350 Medium

Accessoires Charger Bluetooth Charger Charger Chargable

… …

Reads Magazine A Magazine B Magazine C Magazine D No adverts

Influenced by Children Children MD Children Focus on

influencers

Availability Independent Online Chain Online Sales online and

by chain

Keep on collecting data

250 Males

50-65

220 Females

60 -75

…

Service

Quality

Price level

Accessoire

s

…

Reads Magazine A Magazine B Magazine C

Influenced

by

Children Children MD

Availabilit

y

Independen

t

Online Chain

• Focus with more detail

• See trends

• Compare new and old groups

• Becomes more reliable

• Own network

• Manage inconsitencies

• Implement continuity

• Update every Q and discuss outcome

• The personal influencer

• Communitize future target groups

• Manager successful business start-up

• Advice at start-ups

• Successful accelleration (to 258% per year)

• Repositioning

• Product introductions

• Product development

• Service development

• Concept development

Offline OnlineProduct reg. Sales meetings

Data Information

Use information correctly

Keep ahead

Keep learning

PIBA 2.0

Offline OnlineProduct reg. Sales meetings

Data Information

Use information correctly

Keep ahead

Keep learning

PIBA 2.0

PIBA 2.0

PIBA 2.0

Be the best in customer insights

Keep learning by proper implementation

Everybody can tell you what the best way is to present your

website and brochures

´We need to do it completely different. It should be white and

based on feelings, not on specs ……´Creative genius

´No it is allmost perfect, add more white specifications …..´Hippo with a degree

Do both and use free tools to measure the conversion

- Change text as much as you like, buttons, pictures etc

- Only the customers decide what they want to hear and …..

next year they want to hear something else!

So keep experimenting and use the results in all your communication

Select the winners!

A B

- You don´t know most of the end users

- Only feedback is from dealers and most of the time it is about margins

- Competition will take these steps to maximize profit

- Business is changing to online sales. Be there and make sure to have competitive products and services

- Give the right information in your S&M materials

- Start now. The more information, the more reliable is the information

- …

Most of your competitors do not have a decent Business Accelleration Strategy!

- 1 month of gathering in- and external information

- 1 month of creating forms and analyzing tools

- 1 month of implementation

- 3 months for changing texts and images for optimizers and transfer knowledge on this subject

Then you:

- have a good BA strategy, prepared for future needs and demands!

- do not have to guess anymore or use assumptions about customer needs

- have a strong and sustainable sales and marketing tool

- are able to influence conversion rates

Puynhope Interim Marketing Managers

www.puynhope.com