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What We Need Now Are Customers

What We Need Now Are Customers. Presented by Steve Carwell. Going Out of Business?. If You’re Not Actively Finding & Keeping Customers… You Are Going Out of Business. Most Important:. The Most Important Thing You Can Do In Business Is To Find & Keep Customers. PERIOD. So….

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What We Need Now Are Customers

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  1. What We Need Now AreCustomers Presented by Steve Carwell

  2. Going Out of Business? If You’re Not Actively Finding & Keeping Customers… You Are Going Out of Business

  3. Most Important: The Most Important Thing You Can Do In Business Is To Find & Keep Customers

  4. PERIOD.

  5. So… If That’s the Most Important Thing, How Much Time Did Your Company Spend Last Week Finding & Keeping Customers?

  6. So… If That’s the Most Important Thing, What % of Your Payroll is Dedicated to Finding & Keeping Customers?

  7. So… If That’s the Most Important Thing, How Much Effort do You Personally Put In To Getting Better at Finding & Keeping Customers?

  8. Starting Right Now • You Can Change Your Priorities • You Can Decide to Do What Matters Most • You Can Change the Future of Your Company • You Can Increase Your Sales

  9. You Can Decide to Become GREAT At Finding & Keeping Customers!

  10. In the Next 45 Minutes I’ll Show You How to Do It

  11. We’ll Look At • A Key Business Model • And 3 Key Business Processes • That’s It!

  12. The Sales Hopper Target Marketplace Leads, Leads, Leads, Leads, Leads Qualify Leads Select Prospects Assess Probe Solve Sell Quote Sell Objections Sell Fix Sell Customers Close  Orders  Pipeline

  13. Three Processes: • Targeting Process • Conversion Process • Retention/Referral Process

  14. The Sales Hopper Target Marketplace Leads, Leads, Leads, Leads, Leads Targeting Process Qualify Leads Select Prospects Assess Probe Solve Sell Quote Sell Objections Sell Fix Sell Customers Close  Orders  Pipeline

  15. The Sales Hopper Target Marketplace Leads, Leads, Leads, Leads, Leads Qualify Leads Select Prospects Assess Probe Solve Sell Quote Sell Objections Sell Fix Sell Conversion Process Customers Close  Orders  Pipeline

  16. The Sales Hopper Target Marketplace Leads, Leads, Leads, Leads, Leads Qualify Leads Select Prospects Assess Probe Solve Sell Quote Sell Objections Sell Fix Sell Retention / Referral Process Customers Close  Orders  Pipeline

  17. Personal Styles • Human beings naturally have differing personality styles • Each of these 3 portions of the sales process needs a different temperament in order to excel • Match your personnel with their strengths and the needs of the specific process

  18. Remember Sales Dogs?

  19. Sales Dogs 5 Different breeds • Pit Bulls • Golden Retrievers • French Poodles • Basset Hounds • Chihuahuas

  20. Targeting Process

  21. Conversion Process

  22. Retention / Referral Process

  23. Or Hunters vs Skinners • …Different Temperaments

  24. The Sales Hopper Hunters Target Marketplace Leads, Leads, Leads, Leads, Leads Qualify Leads Select Prospects Assess Probe Solve Sell Quote Sell Objections Sell Fix Sell Skinners Customers Close  Orders  Pipeline

  25. Assign a Champion • Targeting Process • Conversion Process • Retention/Referral Process Based on Strengths

  26. Your Process Owner • The Champion Owns the Process • Establish a Repeatable Process • Work the Process • Evaluate the Process • Improve It

  27. Retention & Referrals • Tomorrow’s Best Customers May Come From Today’s Customers • Should Customers Buy From You More Often? • Do You Trap a Referral From Every Customer? Could You?

  28. Retention & Referrals • Focus on Completing Jobs & Orders • Focus on Satisfying Customers • Give Customers a Reason to Come Back or Refer Someone • Invent a Loyalty Program • Communicate What’s New

  29. Retention & Referrals • Help Customers Solve Other Problems They May Have • Partner With Other Businesses (Pool Guys with Lawn Care) & Get a % • Look For Opportunity Within Your Customer Base

  30. Retention & Referrals • Engage Non-sales Staff In This Process (They Get More Info) • Keep Your Name In Front Of Your Customers • Reward Good Customers • Keep Asking for Referrals

  31. Conversion Process • Starts With a Qualified Prospect, Ends With an Order • Evaluate What Approach Has Worked Best & Standardize That • Time is of the Essence • Don’t Drop the Ball • The Ball is ALWAYS in YOUR Court

  32. Conversion Process • Establish a “Next Step Action” Plan at Every Step • Use Trial Closes Early & Often • Script the Pitches That Work • Teach the Script to Rookies • No 2 Customers are Alike, But Your System Should Rarely Vary

  33. Conversion Process • Teach Forecasting – It Will Help Your Cash Flow • Reward Sales Success Liberally • Learn to Manage Your Sales Manager – They’re “Different” • Require “Top 10” Lists & Review Them – Now & Later

  34. Conversion Process • Optimize the Match Between Sales People & Customers • Return All Calls NOW • Look for Cracks in the Sidewalk • Fix Them • Create a Soft Up-sell Process • Put Everything You Can In Writing

  35. Conversion Process • Welcome Change Orders But Always Document Them • Emphasize Value-Added • Make Sure Your Pitch is Clear • Scrutinize Body Language • Always, Always, Always, Always ASK FOR THE ORDER

  36. Targeting Process • What Group of People Need Your Stuff? • What Group of People Do You Want? • What Group do You Wish You Could Avoid? • What Group is the Most Profitable For You?

  37. Targeting Process • How Could You Reach Just the Groups You Want? • Require “Top 25” Lists and Review Them – Now & Later • Track Your Competition – Some are “Biting the Dust” – Go After Their Customers

  38. Targeting Process • Consider Expanding Your Reach – Widen the Net • Track What Hooks Have Been Working • Follow Up All Inquiries • Update Your Collateral Materials & Web Presence

  39. Bonus Strategies • Measure Everything in These Processes • Reward Activities that Lead to Results – Like # of New Prospects • Reward Closing Percentages • Create an Incentive for “Saving the Deal” – to All Employees

  40. Super Bonus Strategy 1 • Federal Government Contracts • Assign to a Detail Person • Get to Know PTAC at the DBA • Define Your Objective Key Words • Get on Government Bid Lists • The Feds Have Money!

  41. Super Bonus Strategy 2 • Identify Your “Wish List” – Who Would You Like to do Business With if You Were to Name a Dream Target? • Wal-Mart • Home Depot • Exxon • IBM

  42. Super Bonus Strategy 2 • They May Not Be Out of Reach • Go For It • Learn Their Buying Process • Reach for the Stars – If You Don’t Try, I Promise You Won’t Land Them

  43. Thank You! Steve Carwell (801) 979-8400 cell steve@infowest.com

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