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There are 7 potential customer types you could have. But you should have only the best, the Platinum Customer. They give you money and a lot more. If you aren't satisfied with your current customers, learn how make better choices by setting up a Platinum Profile™ identification system. This is more than just "target" or "niche" marketing. The right profiling system will give you a way to improve your sales process and avoid those radioactive waste prospect/customers who are out there. It will also give you a metric to judge how well your message is working: if it attracts the right prospects great; if not fix it asap. That makes this a money and mind saver.
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© Business Success Center, Austin, TX 2010
With Jan Triplett, Ph.D. CEO, Business Success Center
© 2010 Austin, TX
Platinum Customer Profiling™
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© Business Success Center, Austin, TX 2010
Your Passion, Our Expertise
• Sales, marketing, and financial management advice & expertise to achieve success• 28 years of successful results for A-Z service & product businesses• Award-winning• Professionally certified• Proud to be green
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© Business Success Center, Austin, TX 2010
Your Company Focus?
B to B?B to C?
Better to be P to P
.)(. (Belly Button to Belly Button)
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© Business Success Center, Austin, TX 2010
Your Desired Goal
Customers who are:• Most Lucrative• Easiest Sale
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© Business Success Center, Austin, TX 2010
3 P’s to Save $$ & Make Better Sales
1. Profiling2. Positioning3. Process
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© Business Success Center, Austin, TX 2010
Profiling is a process
Positioning is a strategy
Photo by http://www.lumaxart.com/ Photo by http://www.lumaxart.com/
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© Business Success Center, Austin, TX 2010
Benefits of a Platinum Customer Profile™
When used correctly, it results in:1. Shorter sales cycle2. Improvements to collateral3. Accurate positioning4. Higher price, less resistance5. Savings in marketing $$6. Better, more marketable product/service
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© Business Success Center, Austin, TX 2010
Sales Cycle: How Customers Buy
1. Consider what they are doing/buying currently2. Determine the need to act3. Set an overall goal4. Identify inflexible constraints, desirable
objectives; set priorities5. Evaluate means to get what they want6. Make a purchase7. Rejoice or experience remorse
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© Business Success Center, Austin, TX 2010
Who’s your customer now?Who’s your prospect now?
Platinum Gold Silver
Bronze Lead Concrete/Radio Active Waste
Platinum & Gold create stabilitySilver has potentialBronze is uncertainLead is a time wasterConcrete is a business killer – never satisfiedRadio Active Waste is a long-lasting reputation reducer
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© Business Success Center, Austin, TX 2010
Platinum customers are…
• VisionariesSee problem as you doSee value of your solution
• AdventurousConfident in youTrust you
• DecisiveHassle-free or less hassle
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Your Key to Long Term Success
They are:• Open• Actively refer• Provide Quality Control• Are engaged & offer ideas• Long term• Likeable• Trustworthy
You should focus on finding these people, not just anyone.
© usiness Success Center, Austin, TX 201011
© Business Success Center, Austin, TX 2010
Use the profile in your sales process
1. Pre-Qualification2. Initial Contact3. Marketing4. Merchandising5. Close6. Reinforcement7. Retention
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© Business Success Center, Austin, TX 2010
Platinum Customer Profile™
Identifies your best customer/prospectin terms of:1. Demographics – facts2. Psychographics – emotions3. Behaviors – buying patterns, actions4. Geographic concerns
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© Business Success Center, Austin, TX 2010
DemographicsAgeSexSocio-economic
statusEducationLanguage
PsychographicsAttitudesInterestsOpinionsValueLifestyleRisk
Behavior/Buying HabitsWhen they buyHow they buyWhy they buy
GeographyLocalUSInternational
Photo from Ajda Gregorčič's photostream http://www.flickr.com/photos/ajdagregorcic/
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© Business Success Center, Austin, TX 2010
Owner’s/Manager’s Action Items
1. Create Platinum & Lead/Concrete Profiles™2. Select “Blue Ocean” positioning3. Review/revise pricing4. Develop a sales process & train staff;
make sure it incorporates customer’spurchasing process
5. Create/revise marketing plan & budget6. Revise collateral
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© Business Success Center, Austin, TX 2010
Here’s to your
success!Jan Triplett
[email protected]@JanTriple
ttFacebook@JanTri
plett
Business Success Center
Sales & Financial Management Services
October 13, 2010
