This seminar teaches business owners how to maximize profits from existing customers by segmenting them based on value, understanding what they want, and customizing the marketing approach for each segment. The key points are to lavish attention on top customers, migrate less valuable customers upwards, identify customers' emotional needs, and create an environment that meets those needs. The overall strategy is to deepen relationships with current customers rather than always pursuing new ones.

1. Doing Business in Hard
Times
Secrets of Multiplying Your Income
From Existing Customers
Presented By: Denise Hester, M & M of NC 919-680-2878

2. What you will get from
this seminar
 A new way of looking at your business
 Calculating the value of your existing
customers
 Multiplying the value of your existing
customers for greater profit

3. What else you will get
from this seminar

4. Nothing happens until
something sells
 We are always engaged in sales
 Easier to sell to current customers
 New customers sometimes more
expensive
 New customers sometimes more
demanding & unpredicatble

5. What is marketing?
The relationship that allows you to
attract and maintain sufficient
customers who value your product or
service enough so you can profit from
that relationship

6. What is marketing’s role
in business?
 Establishes your competitive
advantage in the marketplace
 Defines your unique difference that
customers are willing to pay for
 What makes customers choose your
business over a competitor

7. Remember ROGER
 R Rank customers by their value to your business (Market
Segmentation)
 O Obtain info on what your customers value and are willing
to pay for (Market Research)
 G Generate value for each market segment (5 P’s)
 E Evaluate the results
 R Refine and repeat based on feedback from customers
and your bottom line

8. Rank customers by their
value to your business
 Recency How recent was last sale
 Frequency How often do they buy
 Amount How much do they spend

9. List customers in each
segment
 A List All Stars (Visit often and spend the most)
 B List Better-Than-Most (Visit less often and spend less)
 C List Clandestine (Visit once in a while and spend little)
 D List Defectors (Visit every once in a blue moon)
 E List Extinct (No longer exist as customers)

10. Another Way to Rank
Your Customers

11. Make a list of customers
in each segment
 A List
 B List
 C List
 D List
 E List
Observe 80/20 Rule at work during this exercise

12. Obtain info on what
customers value by
segment
 A List
 B List
 C List
 D List
 E List

13. Generate buzz through
marketing process (5
P’s)
The 5 P’s define your capabilities that give
you the competitive advantage in the
marketplace
 Proposition (Value Statement)
 Place
 People
 Price
 Process

14. Evaluate Results
 Experiment with value proposition until you
deliver what customers want
 Alter the 5 P’s as required by your market
 Use contact management system
1. Your memory (not recommended)
2. Index cards
3. Telephone
4. Computer software (Word processors, spreadsheets, point-of-sale)
5. Social media (Facebook, Twitter)

15. Repeat
 Refine the value proposition to each
segment based on measurable
feedback
 Repeat all the previous steps over
again until you see a measurable
difference in your bottom line.

16. Calculating the Value of
Customers to Your
Business

17. Secret #1: Exceed
Expectations for A & B
Customers
 Lavish attention on these customers
because they ARE your business
from a cash flow perspective
 You can only depend on A’s & B’s for
cash flow
 Keep them very happy

18. Secret #2: Migrate C
customers into A’s & B’s
 Intense market research to find what it
would take to move C’s up the loyalty
ladder to becoming an A or B
 Understand why they are not visiting
more
 Enhance the relationship to provide
incentive for more visits & more
spending

19. Secret #3: Identify How Your
Customers Want to Feel
 Identify where your customers “live”
emotionally
 Determine their “state of being”
 Connect with their wants & needs

20. Secret #4: Create the
environment customers want
Some possible environments are:
 Stress Relief
 Safety
 Security
 Hope
 Ease of Use
 Dependability
 Status

21. Summary
 Business is all about relationships
 Find out where you stand with
ROGER
 Build on existing base of customers
you already know and who already
patronize your business