​JEFF ​​SLUTSKY

Identifying The Ideal Customer Base

For Your Brand

 

     Before you can begin your marketing plan you have to determine what type of customers you want to target.  This can be the most important step because often you make an effort to go after customers only to find out years later that they've pigeon holed themselves into a segment of the marketplace that is not the most profitable.

     The first step is to conduct a simple "internal capabilities audit" to see what your company's strengths and weaknesses are.  By playing to your strengths and avoiding weak areas you'll be able to compete on a much stronger footing than your competitors.

     You also have to develop some simple guidelines for your customer acquisition program that tells you when to go forward and when to "dump out" of an effort.  Developing ways for looking for "red flags" or potential trouble areas are critical at this stage before you invest too much of your time or money in getting the customer.  A few "red flags" include how fast they pay their bills, turnover of similar services, turnover of their personnel, etc.

   

 In this Section your attendees learn:

• How to identify the profitable customers.

• The 10 steps for determining just how profitable a customer will be.

• 3 steps for determining the long term value of this customer.

• Why some customers have a need to exaggerate their value to you.

• How to determine residual value of a customer beyond fees.

• The 17 red flags to watch out for in determining if a problem customer.

• How to develop a customer base that is complementary.

 

How To Discover & Develop Your Unique Niche

For Your Brand.

 

            After you've determined which type of customers are best for your brand, you need to go one step further and ascertain your market niche.  This is a critical step because it is a major factor that determines your price and margin levels.  Generally, the more you are a specialist in a given area, the higher the margins.  But you have to be careful not to pick a market that is limited in any way. 

            Your niche is governed by two factors:  1) the type of service you provide and 2) where you provide it.  If you have a geographical territory, that in itself is a partial niche.   To expand, you then have three choices: expand your territory (which could have its downside), expand your market (find additional niches) which forces you into areas that you may not have the same level of expertise, and/or provide more services to an existing niche (brand extension)  which also challenges your expertise. 

           

In this Section, your attendees learn:

• How to discover the most profitable niche for you.

• When it's time to expand and how to do it.

• The 5 factors for determining when you're spreading yourself too thin and in danger of losing it all.

• How to work your niche to maximize fees.

• How to select a niche based on ease of marketability.

• When to consider switching your niche and how to do it.

• How to expand by offering new services to existing customers.

• An overview of dominating your niche and beating the competition.

 

How To Establish Credibility

That Make Customers Take Notice.

 

            Brand credibility is the key to not only getting customers to buy but getting them to pay top dollar for your services.  How you subtly "toot your own horn" is a major factor in getting the business by winning over the customer.  There are many ways in which you can get a customer to "perceive" your credibility and feeling comfortable paying you a premium for your services.

           

In this Section your attendees learn:

• What credibility is and how it directly factors into your fee level.

• The power of the customer testimonial and how to get it.

• How the right publicity can establish you as an expert in your field.

• Identifying your past "hidden" activities that help develop your credibility further.

• How to put all your credibility elements together to create additional credibility.

• How to effectively use lack of credibility to give you an edge.

• How to identify which elements of credibility are the "hot buttons" for your potential customer and how to use them to your advantage.

 

Selling Your Brand – Make First Contact

And Avoiding Wasting Your Time

 

            The first contact is critical because you only get one opportunity to make a good first impression.  That's why the first contact is often one that is not even noticeable by your potential customer.  You have to do your homework first.  There's a plethora of information that can be gathered by phone from non decision makers that helps you greatly when you're ready to "engage."  Once you do "engage" is there is no turning back.  It's close or be killed.  You must handle this first encounter with all your options available to you for maximum maneuverability.

 

In this Section your attendees learn:

• What valuable information you need before you "engage."

• How to know when you're ready for your first encounter.

• Why you need to use a "fact gathering" mission or "reconnaissance" mission.

• How to structure fact gathering for a "no-fail" return visit.

• When the "dog and pony" show is more of a distraction than help.

• The magic elements that every potential customer wants to know.

• How to get commitment from your customer by presentation's end.

• 5 ways to get your customer to pay for your research and presentation.

 

How To Dominate Your Marketplace

Without Spending A Fortune

 

            With a well developed marketing plan and defined brand, you’re now ready to implement.  There are many ways to gain a leading market position and make it difficult for competition to move in on your territory.  It takes thought and effort but with a carefully planned program, you can easily dominate your "turf."

         

 In this Section your attendees learn:

• How to determine if your marketplace already has a leader.

• 7 ways to shut out your competition.

• How to use trade journals or local news media to your advantage.

• The power of public speaking in creating your leadership position.

• How to work with a trade association.

• How to avoid spending much time and money working with trade associations.

• How to effectively use your printed support material.

• Why the leadership position allows you to get 10-100% higher fees.