By Evaluating & Segmenting Your Clients

Transcription

1 Welcome to today s seminar Maximizing Your Time Management By Evaluating & Segmenting Your Clients Presented by Cliff Quicksell, MAS+ Founder & President Cliff Quicksell Associates cliff@quicksellspeaks.com

2 Introductions & Industry Dynamics One Constant 24 Hours Massive competition Massive consolidation Clients generally have all of the control Internet is a nemesis Client loyalty is all but gone Our industry has commoditized itself Most have a sales and not marketing mentality What are you worth an hour?

3 The mentality of many If you can fog a mirror and write a check, I ll take your order. but is this the best strategy?

4 Attendee Take-a-Ways Identify the numerous time wasters, and how to avoid them Determine the various time goal levels Prioritizing your work Developing a manageable format Filling Dead-Time space productively Headwear Marcia s Experience Marketing and Sales Opportunities

5 Identifying Your Ideal Clients & Prospects Who are we targeting? Where do I have experience or a background? Where do you focus your time? Have you clearly defined your goals? Why should we care? Just sell right? Where and how do we begin?

6 Review of Your Existing Clients Base Place each of your clients in a formatted Excel spreadsheet Segment by Vertical & Lateral Markets Do the numbers to include: Sales ~ year over year, for at minimum 2 years Profitability Gross margin % Number of orders Average order size This process gives you a visual benchmark & starting point

7 Analysis of Existing Client Data A C C C A B A A B

8 Client & Prospect Classification Gives you a perspective on your clients Where are the opportunities? How will you market to these channels? What will that look like? Ensures your marketing efforts are relevant Identify what each of those channels looks like Characteristics for each level

9 Client & Prospect Classification A Listed Client ~ At least $10-15K/year 40% or greater profit margins 50% of their business Great sales volume - $ Great profitability - % Appreciates the relationship

10 Client & Prospect Classification B Listed Client ~ At least $5K/year 35%- 40% profit margins 40% of their business Potential for great sales vol.- $ Great profitability - % Appreciates the relationship

11 Client & Prospect Classification C Listed Client ~ At least $2500/year 35%- 40% profit margins 30% of their business Has a desire to grow with us Has potential to move to B Skeptical but optimistic

12 Client & Prospect Classification D Listed Client ~ At least $1250/year 30% profit margins 20% of their business Has a slight desire to grow Has potential to move to B Skeptical but optimistic

13 Client & Prospect Classification E Listed Client Less than $500 per year Less than 30% profit margins Less than 10% of their business Big JACKASS!! Very hard to work with Pays late always

14 Client & Prospect Classification F New Clients ~ Hold Mode In this area you need to hold: For 120 to 180 days Need to verify classification Verify and determine client type

15 Marketing to Existing Clients Key Points Your marketing efforts must be relevant Supports the vertical and lateral strategy Determine what will be used for each classification Values should be dictated by level All marketing MUST be Engaging Call to action Memorable Measurable Same holds true for prospecting look for the commonalities from your initial analysis

16 Vertical and lateral markets defined Industries Divisions Internal Departments Location # of Employees Potential Revenue Potential Profits

17 Narrowing your field of vision vertically Broad Vertical Markets Hospitality Financial Medical Fitness Financial Credit Unions New York Manhattan With > 5 branches > 1000 members Bi-lingual

18 Narrowing your field of vision laterally Broad Lateral Markets Human Resources Marketing Sales C-Level Diversity Training Attrition Recruitment Retention Benefits Human Resources These are the PAIN POINTS

19 Combining the Narrowed Fields Diversity Training Attrition Recruitment Retention Benefits Human Resources Medical Legal Financial Types Specialization Size Culture Common Thread Combining the two further segments your potential market this level of segmentation delivers the laser focus market attention that clients are looking for this creates a sense that you are a credible expert.

20 Interviewing, Discovery & the Process Ties directly to the Discovery Brief If you d like a copy of this brief me at cliff@quicksellspeaks.com

21 Marketing Touchpoints Prospects Based on profiles we can determine the best method(s) to touch this group; Direct mail letters, postcards Direct marketing dimensional mail, creative campaigns Electronic , e.blasts, Constant Contact Face to face rare but possible Existing Clients Same holds true, but we have NOW defined this audience C & D Group - Direct mail letters, postcards A, B and maybe C Group - Direct marketing creative campaigns A-D Group - Electronic , e.blasts, Constant Contact A & B - Face to face we need to create a plan here

22 Successful Marketing Campaign Targeted to Sales Managers

23 Successful Marketing Campaign Targeted Specifically towards Medical Community

24 Successful Marketing Campaign Targeted Specifically towards Legal Community

25 Measuring & Tracking Your Efforts

26 Final Thoughts and Your Questions Know your clients Always Question: this IS Key! Help your clients do the same Drive measurement, Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns

27 Welcome to today s seminar Maximizing Your Time Management By Evaluating & Segmenting Your Clients Presented by Cliff Quicksell, MAS+ Founder & President Cliff Quicksell Associates cliff@quicksellspeaks.com