Using CARS to Increase Sales - Compatibility Mode · (Customer Acquisition and Retention Surveys)...

Using CARS to Increase Sales(Customer Acquisition and

Retention Surveys)

Presented by:

Christopher DiCensoGeorge Harris

Growth Strategy Partners LLC

781.837.3276

April 11, 2019

www.GrowthStrategyPartners.com our business is growing yours ™1

Today’s Goals & Agenda

Goal:

� Show you how to collect customer input and feedback

� Motivate you to collect it and use

Agenda:

� Current situation

� Why collect customer Input

� Why don’t companies collect input

� What to collect and how

� How to get started

www.GrowthStrategyPartners.com our business is growing yours ™

Your Presenters

Christopher DiCenso, Managing Partner, Growth Strategy Partners25+ years of experience improving the growth and profitability of privately

held companies many in the shooting sports industry. Expertise in strategic

growth planning, organizational development, revenue and profit

generation, process improvements. Competitive shooter (IDPA, USPSA, 3-

Gun), Enjoys hunting with Boomer and boating.

George Harris, President, International Firearms Consultants

40+ years of firearms experience in design, development and practical

application. Professional writer for multiple shooting publications. Trusted

expert witness in firearms related legal proceedings. Co-founder of the

world renowned SIG Sauer Academy. Double Distinguished Rifle and

Pistol Competitor. Successful hunter of wild game nationally and

internationally. Passionate about expanding the base of firearms users in

the U.S. and abroad. Advocate for women's shooting programs for sport

and personal defense.


Overview of Growth Strategy Partners

Research

Tools

Consultants

Effective Growth Planning

Right Seats with Right People

Advanced Customer Management

Robust Processes

Differentiated Products and Services

Strong Core Values

Ability to Execute

A management consulting firm which accelerates the revenue, profit and organizational growth of shooting industry companies by applying our research

driven 7 Keys to Growth


Current Market Situation

Demand

Differentiation

Profitability

4



Goal:



Agenda:







Why Solicit Customer Input/Feedback?

6

Identify trends/improve guessing

Improve service(s)

Product design and rationalization input

Understand company value

Identify potential customer issues

Identify cross and up-sell opportunities

Product or service future offerings

Reduce defects



Goal:



Agenda:







Why Don’t Companies Collect Input?

Don’t understand value of input

Don’t understand how to collect input

Don’t have resources or time to collect input

Another reason we won’t mention

8



Goal:



Agenda:







Before Collecting

� Define your goal

� Identify customer segments or types

� Identify what they buy

� Define why YOU think they buy from you

� What do you want to learn or validate?

� How many customers do you need to survey?

� Who will conduct the survey?

� Who will champion the initiative?

10

B4


Sample Prioritization Matrix

11

Reason Priority Weight Priority Weight

Quality: high quality product 2 20%

Cost/price: competitive price 1 25%

Delivery time: on time delivery, fill rate

Innovation/design: esthetics and design of product

Product mix: depth of product offering

Response/turnaround time: lead time to delivery 3 15%

Relationship: length of relationship, people 4 15%

Volume/lot size: ability to delivery large or small lots

Customer service: friendliness and responsiveness of people 5 10%

Convenience: overall easy to do business with 5 5%

Performance/reliability: the product is reliable, functional

Brand: trust and strenght of the brand

Payment terms: flexible payment terms 6 10%

100% 0% Totals

Company Scores Customer Scores


What to Collect

� How likely would you recommend our products to a friend or colleague?

� Why they buy from you

• Price, quality, reliability, response time, brand, service, relationship, ….

� What they look for in a supplier

� Do you rate or score your suppliers

� How much of their wallet do you have

� What features they want to see in existing products/services

� What future products or services they want

� How can you sell them more

� What do you need to do to be their #1 supplier

� What do they like about your competitors

� Demographics

12


How To Collect

13


Who Should Collect the Input?

� Expertise available

� Money available

� Time available

� Strong customer relations

� On-going feedback / service

� Previous independent survey

� Technical discussions

� Product development specific

� Lack of expertise

� Money available

� Lack of time

� Independent perspective

� Autonomy desired

� Question honesty of feedback

� Large sample or database need

� Specialized market or segment

14

You 3rd Party

You can always blend the approach


1. What are the top three reasons you do business with our company?

2. How would you rank the importance of these characteristics?

1. Selection of products and services offered

2. Price

3. On time delivery

4. Responsiveness of customer service representative

5. Quality of products and services offered

6. (add one or two more)

3. On a scale of 1 to 10, with 10 being the best, how would you rate our company overall?

4. Who is one of your top performing suppliers and why?

5. How much of your total business do we provide to you?

6. How could we provide more products or services to you?

7. On the 1 to 10 scale, what is the likelihood that you would you recommend our company to a friend or associate?

Draft Customer “Survey”, General


What Is Good Feedback and Input?

16

Source: NSSF


Sample Survey Results

� Of scores with 7 or higher

• 41% will buy an MSR in the next 12 months

• 30% will buy a classic MSR

� Of scores with 9 or higher

• 23% will buy an MSR in the next 12 months

• 15% will buy a classic MSR

41%

30%

Buy a MSR

Buy a Classic MSR

What Is Your Likelihood of Buying A Classic MSR?

Source: Growth Strategy Partners



Goal:



Agenda:







Start Small and Simple

1. Customer service question(s)

2. Sales question(s)

3. On-line survey

4. NRA Annual Meeting

1. Which of our products do you own?

2. What are the top 3 reasons you like our products?

3. On the 1 to 10 scale, what is the likelihood that you would you recommend our company to a friend or associate?

19


Steps on Building a Feedback System

1. Plan the project and team

2. Identify the information you want to collect and what you will do with it

3. Identify the population size of your study and where you can obtain it

1. Decide if an independent organization should conduct the study

4. Design the study

5. Conduct the study

1. Start with “B” customers

6. Analyze the results

7. Plan the Implementation

1. Implement quick wins

2. Communicate results internally

8. Repeat

20


Summary

� There is a need to improve business performance

� Surveying your customers and prospect can increase sales and profits

� Create and follow a plan

� It’s really not that hard

� Decide if an independent firm should be used

� You must be willing to listen and adapt

21


Your Options to Obtain Input

22

Continue what youare doing

Re-evaluate and refocus

Ask for help


How to Reach Us

Christopher DiCenso

781.837.3276

[email protected]

George Harris

603.642.7291

[email protected]

Growth Strategy Partners LLC

www.GrowthStrategyPartners.com

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Using CARS to Increase Sales - Compatibility Mode · (Customer Acquisition and Retention Surveys)...

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