Selective Marketing

With Jan Triplett, Ph.D. COO, Business Success Center

© 2010

4 P’s to Save $$ & Make Sales

Profiling Positioning Pricing Process

Who’s your customer now?

Platinum Gold Silver

Bronze Lead Concrete

Platinum & Gold create stability

Silver has potential

Bronze is uncertain

Lead is a drag and time waster

Concrete is a business killer – never satisfied

Customers you want… a match

Visionaries See problem as you

do See value of your

solution Adventurous

Confident in you Trust you

Decisive Hassle-free or less

hassle

Compatibility is Key

You want customers who add value Actively refer Provide Quality

Control Engaged & offer

ideas Long term Likeable

Platinum Customer Profile™

When used correctly, it results in:

1.Better sales process — shorter sales cycle

2. Improvements to collateral

3.Accurate positioning

4.Value pricing

5.Saves marketing $$

Platinum Customer Profile™

Identifies your best customer in terms of:

1.Demographics – facts

2. Psychographics – emotions

3.Behaviors – buying patterns, actions

4.Geographical concerns

Use positioning to give them

What they want Total solution Value (cheap) Innovation (never seen

before)

And, what you want… Top of mind Buzz Branding Competitive advantage

Don’t give up or settle

Profiling is a process

Positioning is a strategy

Price Right

Value-BasedVs.

Cost-based

Know your true total cost

Raising your price is OK

Use a 7-step Sales Process

Pre-Qualification Initial Contact Marketing Merchandising Close Reinforcement Retention

Action Items

1. Create Platinum & Lead/Concrete Profiles™2. Select “Blue Ocean” positioning3. Review/revise pricing4. Develop a sales process & train staff5. Create marketing plan & budget6. Revise collateral

Ask for help. Call me 933.1983 or email triplett@bscusa.com

Here’s to your

success!Jan Triplett

triplett@bscusa.com

Business Success CenterSales & Financial Business Management

Services

January 28, 20010