Let Customers Drive Profits0922

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Why talk with customers?

Faster

Cheaper

More Precise

2

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3

Talk with customers . . .before you make big decisions

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4

Many choicesFickleTime starved

Your BuyerClic

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5

Call centers

Email

Social media

Transaction reports

Sales, R&D reports

Customer satisfaction

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6

OneonOne

Conversations

Buyers

Best Accounts

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7

Talk to customers . . .when your business is struggling

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8

Talk to customers . . .when change is necessary

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9

Who are your best customers?Clic

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80/20 RuleWho is important?

How are they performing?# Customer

TypeCustomer Period A Period B

%Change Period C

%Change

%Total Trend Interview?

1 Smith's Deli Deli $39,439,617 $41,845,434 6.1% $44,020,978 5.2% 22% Growth Y2 Jane's Burger's Fast Food $30,410,231 $31,839,512 4.7% $27,499,301 13.6% 14% Decline Y3 Wing & Pasta Bowl Casual $25,004,009 $24,128,868 3.5% $24,233,169 0.4% 12% Flat Y4 Pasta Perfect Casual $23,002,057 $22,242,989 3.3% $21,275,419 4.4% 10% Decline Y5 Snackorama Deli $27,802,381 $26,718,088 3.9% $19,398,472 27.4% 10% Decline N6 Quick Bites Deli $22,576,173 $23,343,763 3.4% $26,495,777 13.5% 13% Growth Y7 Other Customers $42,058,617 $42,529,663 1.1% $40,730,779 4.2% 20% N

Totals $210,293,084 $212,648,317 $203,653,895 100%

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Tips to Engage Customers

11

Send personal letter from CEO

Schedule an appointment— nextday

Be persistent but polite

Be flexible

Conduct conversations by phone

Provide an incentive

Ultimate secret

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12

“A brand is the stories thatcustomers tell about your

company, your products andyour services.”

A. Falcone

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Effective Questions1.Do your homework

2.Ask openended questions

3.Don’t try to rehearse

4.Never ask stupid questions

5.Avoid the third degree

6.Avoid leading questions

7.Encourage customers to be direct

8.Listen, listen, listenFrom Sales Machine Blog by Geoffrey James

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14

Tips to Get Customers Talking

1.Find the right person

2.Actively listen & probe

3.Ask what words mean

4.Ask for examples

5.Tape conversations

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15

What happens aftercustomer conversations

Matters a lot

Most difficult part

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16

Summarize

Prioritize

FIX the problem

Tell customers

Tackle next problem

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17

Coffee Company

“We open up somewhere between 15 to 20stores a year & it requires being able to doinstallations exactly on time . . . everyday thatthe equipment is late, we lose money.”

Customer Story

Reduced lead time & cost to service equipment

Increased coffee sales by reducing down time

Financial Impact

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Cell Phone Sales

“Company needs to be aware of retailer needs.They don’t seem to be. Selling into a retailerrequires advance planning. I don’t see anyurgency on their part to get products delivered.We don’t advertise until their products are inour barn because they don’t do what they saythey are going to do.”

Customer Story

Modified new product launch process toaddress retailer concerns

Significantly increased retail channel sales

Financial Impact

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19

Hospice Referrals

“I need services right then and there. When Icall Hospice the family is ready to make adecision and could change their mind. Familiesusually wait until the very end to make adecision about hospice care and if HospicePartners does not return my call promptly I willcall someone else.”

Customer Story

Reduced response times and modified referralprocedures

Increased referrals and enrollments fromhospital discharge planners

Financial Impact

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Talk with customers . . .Clic

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Let Customers Drive ProfitsClic

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22

Mary Kay O’ConnorStartingPoint, LLCOffice: 8163995063Cell: 8477210363Email: [email protected]: @StartingPointKCLinkedIn: http://linkedin.com/in/marykayoconnor

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Let Customers Drive Profits0922

Business

Transcript of Let Customers Drive Profits0922