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USING THE NINE CUSTOMER PILLARS To grow your revenues, profits, and income www.customerpillars.com copyright Strive Coaching Inc, 2008
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Your profits should be BIGGER! ™
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Your business is either growing or it is shrinking www.customerpillars.com copyright Strive Coaching Inc, 2008
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Take a quick minute: What would your business look like if you could GROW at will? www.customerpillars.com copyright Strive Coaching Inc, 2008
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The good news and the bad news www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 1: Focus on Growth Customers Pillar 9: Practice Coordinated Growth Planning Pillar 8: Learn from the Market Pillar 7: Manage Expectations Brilliantly Pillar 6: Connect Powerfully with Customers Pillar 5: Sharpen Your Competitive Edge Pillar 4: Form Productive Linking Relationships Pillar 3: Refine to Perfect Pricing 9 CUSTOMER PILLARS www.customerpillars.com copyright Strive Coaching Inc, 2008 Pillar 2: Maximize Value Incrementally
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The 9 CUSTOMER PILLARS™ Pillar 1: Focus on Growth Customers www.customerpillars.com copyright Strive Coaching Inc, 2008
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What is a GROWTH CUSTOMER? WHO are we going to sell to? www.customerpillars.com copyright Strive Coaching Inc, 2008
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copyright 2008, Strive Coaching, Inc. Segmentation & Narrowing the Focus wb#25 www.CUSTOMER PILLARS.com
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3 Types of Customers Every Business Sells To pg 24 Existing Customers Previous Customers New Customers www.customerpillars.com copyright Strive Coaching Inc, 2008
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Lifetime Value of Customer Share of Customer pg 25 Why retention? www.customerpillars.com copyright Strive Coaching Inc, 2008
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Reactivation We want you back. Why did they leave? pg 30 www.customerpillars.com copyright Strive Coaching Inc, 2008
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New Customer Strategies What has worked in the past? Who are your ideal customers? pg 34 www.customerpillars.com copyright Strive Coaching Inc, 2008
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copyright 2008, Strive Coaching, Inc. Root Emotions,Unmet Needs, & Fears pg 38 www.CUSTOMER PILLARS.com
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RECAP: Key Points from Pillar 1 Use retention and reactivation The “ideal customer” profile Increase “share of customer” What motivates the customer www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: Make a list of 10 specific things you know about your customers that your competitors don’t www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 2: Maximize Value Incrementally The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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What are we REALLY selling? The subtle shift www.customerpillars.com copyright Strive Coaching Inc, 2008
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Value added strategies pg 49 www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 2 Shift to a value orientation Value added strategies Reduce creation bias View through the eyes of customers www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: Think of 5 things that would add significant value to what you sell, but would have very little impact on your cost www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 3: Refine to Perfect Pricing The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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What is a the ideal price to charge? www.customerpillars.com copyright Strive Coaching Inc, 2008
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Margin method Income method Competitive analysis Image based Volume based Testing pg 66 Ways to Set Pricing www.customerpillars.com copyright Strive Coaching Inc, 2008
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The Mathematics of Pricing If your margins are 50%, how much must volume increase to account for a 10% decrease in price? www.customerpillars.com copyright Strive Coaching Inc, 2008
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Free with Purchase Bundling Strategy pg 79 www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 3 Multiple pricing methods Test to find the ideal Understand the math Free with purchase www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: Consider how “free with purchase” could impact your business versus typical discounting www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 4: Form Productive Linking Relationships The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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Who is important to link our company to the end customers? pg 92 www.customerpillars.com copyright Strive Coaching Inc, 2008
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Types of Linking Relationships Distribution Partners p 92 Referrals / COIs Key Influencers Strategic Alliances www.customerpillars.com copyright Strive Coaching Inc, 2008
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The Value Partnership Approach www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 4 Take a value partnership approach Strategic alliances Be proactive Know who impacts purchases www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: Make a list of 5 new, key linking relationships that would dramatically grow your business. www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 5: Sharpen Your Competitive Edge The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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Why will customers choose us over other options? pg 124 www.customerpillars.com copyright Strive Coaching Inc, 2008
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3 TYPES OF COMPETITORS 3. Do Nothing Competition pg 125 1. Direct Competition 2. Indirect Competition www.customerpillars.com copyright Strive Coaching Inc, 2008
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How to find your edge www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 5 Understand the competition Expand your competitive scope Put the ego aside Increase its strength www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: List 5 specific, powerful, & unique reasons customers should choose your business over the other options www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 6: Connect Powerfully with Customers The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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How will we customers learn about us and be convinced to purchase? www.customerpillars.com copyright Strive Coaching Inc, 2008
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copyright 2008, Strive Coaching, Inc. 3 Method for Customer Communications * Message * Medium * Measurement pg 145
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Message Development Exercise pg 147 www.customerpillars.com copyright Strive Coaching Inc, 2008
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copyright 2008, Strive Coaching, Inc. There are lots of ways to deliver a message……
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COMMUNICATION MEDIUMS · Personal Communications – Letter – Pounding the Pavement · Word of Mouth - Buzz· Referrals / Centers of Influence · Direct Selling · Direct Mail · Direct Faxing· Telemarketing · Advertising - Newspaper· Advertising - Magazines · Advertising - Radio· Advertising - Television · Promotions / Specials· Web Site · Banner Ads· Search Engines · Direct Email – Opt In· Direct Email – Spamming · Conventions / Tradeshows· Billboards / Sporting Events · Transportation Signs· Network Marketing · Point of Sale / Packaging· Giveaways · Card Decks· Infomercials · Audios, Videos, CDs· Catalogs / Brochures pg 159 www.customerpillars.com copyright Strive Coaching Inc, 2008
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Maximizing Daily Communications pg 166 Focus on Free pg 166 www.customerpillars.com copyright Strive Coaching Inc, 2008
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Cumulative effect of messages – develop a frequency based series pg 161 www.customerpillars.com copyright Strive Coaching Inc, 2008
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Measurement pg 169 www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 6 Develop strong messages Select appropriate mediums Develop a frequency based sequence Track the results www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: Imagine your best customer prospect gives you 30 minutes to describe why they should buy from you. Write down what you would say. Refine this list into your key marketing messages. www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 7: Manage Expectations Brilliantly The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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What can we do to ensure our customers’ expectations are fully met? www.customerpillars.com copyright Strive Coaching Inc, 2008
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Keeping the promise! Is this important? www.customerpillars.com copyright Strive Coaching Inc, 2008
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Five components of expectations management pg 184 Understand base expectations Influence expectations Product / service performance The company experience Post purchase reinforcement www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 7 Get it - this is the biz! Understand and exceed expectations Create an experience Incorporate post-purchase follow up www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: Make a list of 10 items you could incorporate into your business that would help you better exceed customer expectations. www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 8: Learn from the Market The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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What can we do to test and refine our assumptions? www.customerpillars.com copyright Strive Coaching Inc, 2008
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Refine, adapt, improve, modify pg 222 www.customerpillars.com copyright Strive Coaching Inc, 2008
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Identify the key questions pg 220 www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 8 Let the market teach you - adapt Become a humble student Test, learn, and modify Know the key questions www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: A genie appears and offers you the answers to three specific questions about your market. Write down the questions. www.customerpillars.com copyright Strive Coaching Inc, 2008
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Pillar 9: Practice Coordinated Growth Planning The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008
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What must we do to ensure the growth happens and is productive? www.customerpillars.com copyright Strive Coaching Inc, 2008
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Levels of Planning The Customer Pillars pg 250 Overall Company pg 256 Tactical – Calendar pg 264 Multiple Time Periods pg 266 www.customerpillars.com copyright Strive Coaching Inc, 2008
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RECAP: Key Points from Pillar 9 Have a plan, Stan Use the 9 Pillars to organize Commit to a calendar Plan for phases of growth www.customerpillars.com copyright Strive Coaching Inc, 2008
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EXERCISE: Review each of the 9 CUSTOMER PILLARS – for each list 3 growth strategies for your business www.customerpillars.com copyright Strive Coaching Inc, 2008
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Accessing this system www.famee.org
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I HAVE A GOAL I HAVE A GOAL That you will be able to take control of That you will be able to take control of your revenue growth potential, turn that into an incredibly successful business which benefits, not only you, your employees, and your customers, but your community as well! your revenue growth potential, turn that into an incredibly successful business which benefits, not only you, your employees, and your customers, but your community as well! www.customerpillars.com copyright Strive Coaching Inc, 2008
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Copyright 2008, Strive Coaching, Inc Thank you for having me! For more information: www.customerpillars.com curt@strivecoaching.com 785-554-3050
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