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Does Your Business Need Glasses
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Selective Marketing
With Jan Triplett, Ph.D. COO, Business Success Center
© 2010
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4 P’s to Save $$ & Make Sales
Profiling Positioning Pricing Process
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Who’s your customer now?
Platinum Gold Silver
Bronze Lead Concrete
Platinum & Gold create stability
Silver has potential
Bronze is uncertain
Lead is a drag and time waster
Concrete is a business killer – never satisfied
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Customers you want… a match
Visionaries See problem as you
do See value of your
solution Adventurous
Confident in you Trust you
Decisive Hassle-free or less
hassle
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Compatibility is Key
You want customers who add value Actively refer Provide Quality
Control Engaged & offer
ideas Long term Likeable
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Platinum Customer Profile™
When used correctly, it results in:
1.Better sales process — shorter sales cycle
2. Improvements to collateral
3.Accurate positioning
4.Value pricing
5.Saves marketing $$
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Platinum Customer Profile™
Identifies your best customer in terms of:
1.Demographics – facts
2. Psychographics – emotions
3.Behaviors – buying patterns, actions
4.Geographical concerns
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Use positioning to give them
What they want Total solution Value (cheap) Innovation (never seen
before)
And, what you want… Top of mind Buzz Branding Competitive advantage
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Don’t give up or settle
Profiling is a process
Positioning is a strategy
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Price Right
Value-BasedVs.
Cost-based
Know your true total cost
Raising your price is OK
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Use a 7-step Sales Process
Pre-Qualification Initial Contact Marketing Merchandising Close Reinforcement Retention
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Action Items
1. Create Platinum & Lead/Concrete Profiles™2. Select “Blue Ocean” positioning3. Review/revise pricing4. Develop a sales process & train staff5. Create marketing plan & budget6. Revise collateral
Ask for help. Call me 933.1983 or email [email protected]
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Here’s to your
success!Jan Triplett
Business Success CenterSales & Financial Business Management
Services
January 28, 20010