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VANTAGE ASSOCIATES, INC. Presented to National Pre-Cast Concrete Association. MANAGEMENT CONSULTANTS. TARGETING CUSTOMERS FOR HIGHER PROFITABILITY. If you do what you’ve always done, you’ll get what you have always got. TODAY’S GOAL. Better use of sales resources. - PowerPoint PPT Presentation
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Presented to
National Pre-Cast Concrete
Association
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
TARGETING CUSTOMERS FOR
HIGHER PROFITABILITY
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
If you do what you’ve always done,
you’ll get what you have always got.
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
TODAY’S GOAL
Better use of sales resources
Leading to higher-quality sales
Resulting in higher profits
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
THREE-STEP PROCESS
1. Learn to spot the ideal customer
2. Reallocate sales and service resources
3. Develop a plan to acquire or grow a customer
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
BEST CUSTOMER CHARACTERISTICS
Is interested in win-win sales
Pays promptly with little or no hassle
Occasionally provides us with references
Loyal to our company
Treats us with respect
Values our products/services and expertise
Fun to work with
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
WORST CUSTOMER CHARACTERISTICS
Slow to pay
Inflexible in problems
Attempts to take advantage of us
Frequently threatens to “go elsewhere”
Difficult to work with
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
A B C CUSTOMER ANALYSIS
CHARACTERISTICS
B CUSTOMERS
C CUSTOMERS
A CUSTOMERS
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
EVALUATE YOUR CUSTOMER BASE
Quality Builders, Inc.
“A” Customer “B” Customer “C” CustomerCurrent/PotentialCustomers
County Highway Dept
ABC Construction
Smith & Sons
Horizons Construction
Utility Contractors, Inc.
Jones Construction
X
X
X
X
X
X
X
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RESOURCE ALLOCATION
% ofCustomers
B - CUSTOMER
C - CUSTOMER
A - CUSTOMER
% ofProfit
% ofTime
% ofVolume
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RESOURCE ALLOCATION
% ofCustomers
60%
20%
20%
% ofProfit
% ofTime
% ofVolume
B - CUSTOMER
C - CUSTOMER
A - CUSTOMER
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RESOURCE ALLOCATION
% ofCustomers
% ofProfit
% ofTime
% ofVolume
B - CUSTOMER
C - CUSTOMER
A - CUSTOMER
40%
-20%
80%
60%
20%
20%
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RESOURCE ALLOCATION
% ofCustomers
% ofProfit
% ofTime
% ofVolume
B - CUSTOMER
C - CUSTOMER
A - CUSTOMER
30%
40%
30%
40%
-20%
80%
60%
20%
20%
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RESOURCE ALLOCATION
% ofCustomers
% ofProfit
% ofTime
% ofVolume
B - CUSTOMER
C - CUSTOMER
A - CUSTOMER
50%
20%
30%
30%
40%
30%
40%
-20%
80%
60%
20%
20%
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RE-ALLOCATE SALES/SERVICERESOURCES
Make sure “A” customers get the attention they
deserve. To ensure their loyalty:
Regular contact
“Hot line” for problem resolution
Demonstrate appreciation
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RE-ALLOCATE SALES/SERVICERESOURCES
Find ways to send “C” customers to the competition
Increase the price
Reduce service
Change the terms
Restrict access
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
RE-ALLOCATE SALES/SERVICERESOURCES
Target “B” customers with “A” customer potential
Shift resources wasted on “C” customers
Develop account plans for potential “A”
customers
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
Develop a plan to
acquire and grow
“A” customers.
STEP III
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOPING AN ACCOUNT PLAN
1. Analyze the situation
- What will it take to turn a customer into an “A”
customer
2. Define measurable objectives
3. Develop specific action plans
4. Implement the plan
5. Review, critique, and refine
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
1. ANALYZE THE SITUATION
What is my competition with this account?
Do I know everyone that influences the decision?
Do I know what the customer really wants?
What are my strengths and weaknesses?
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
2. DEFINE MEASURABLE OBJECTIVES
Define objectives that are both challenging and
achievable
Sample objectives:
Volume of number of units
Percent of business
Gross profit
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
3. DEVELOP SPECIFIC ACTION PLANS
Understanding the buyer(s)
Avoiding land mines
Defining success from the customer’s perspective
Implementing the strategy
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOP SPECIFIC ACTION PLANS
Who identifies the need?
Who establishes product specifications?
Who selects the vendor?
Who approves the expenditure?
Who uses the product/service?
Who influences the decision making purchase?
UNDERSTANDING THE BUYER(S):
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOP SPECIFIC ACTION PLANS
Missing information
Uncertainty about information
Uncontacted buying influences
New buying influences
Reorganizations/mergers/buyouts
LAND MINES:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOP SPECIFIC ACTION PLANS
Cost perspective
User perspective
Technical perspective
DEFINING SUCCESS:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOP SPECIFIC ACTION PLANS
Low cost of purchase Good budget fit ROI Financial responsibility Increased productivity Profitability Smooth out cash flow Flexibility
Reliability Increased efficiency Upgrade skills Fulfill performance requirements Best problem solution Do job better/faster/easier Versatility Excellent service Easy to use
USER (WINS)COST (WINS)
DEFINING SUCCESS:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOP SPECIFIC ACTION PLANS
Product meets specs best
Delivery time
Best technical solution
Innovative approach
Technical assistance
TECHNICAL (WINS)
DEFINING SUCCESS:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOP SPECIFIC ACTION PLANS
Satisfied Customers
Long-Term Relationships
Repeat Business
Good Referrals
DEFINING SUCCESS:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
DEVELOP SPECIFIC ACTION PLANS
Identifies their organizational and personal needs
Helps you add value to your customer’s organization
Helps you create a long-term business relationship that benefits all parties
Helps you translate that relationship into mutually beneficial sales
Helps create a unified customer emphasis throughout the company
A FOCUS ON THE CUSTOMER:
DEVELOP SPECIFIC ACTION PLANS
Remain in power Increase control Get more leisure Remain in a given location Increase skill development Increase personal productivity Be a change agent Be a problem solver Increase knowledge Gain recognition Gain financial reward Improve social status
More family time Gain industry recognition Increase self esteem Reduce risk Increase security Be seen as a leader Be seen as an innovator Increase responsibility and authority Improve a lifestyle Gain more freedom Reduce pressure/anxiety Add valued experience
A FOCUS ON THE CUSTOMER:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
4. IMPLEMENT THE PLAN
Position in the decision-making structure
Primary concern (price, service, quality)
Personal interests and hobbies
Receptivity to:
Your company
Your products/services
Your sales presentation
Current supplier satisfaction
Competitive options
Financial/budget situation
MAKING EFFECTIVE SALES CALLS:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
IMPLEMENT THE PLAN
Who is the decision maker?
What is the prospect’s current situation?
What are the prospect’s goals?
What are the prospect’s current problems or needs?
What are your call objectives?
What information would you like to collect?
PRE-PLANNING QUESTIONS TO ANSWER:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
IMPLEMENT THE PLAN
What are the decision making criteria?
How will you have to prove yourself?
What is your competitive edge?
What objections are you likely to encounter?
What is success for the call - what commitment are you
seeking?
How will you know the success criteria?
PRE-PLANNING QUESTIONS:
VANTAGEASSOCIATES, INC.MANAGEMENT CONSULTANTS
5. REVIEW, CRITIQUE, AND REFINE
Confirm account’s potential
What worked and what did not
What new step will be taken in the future