Create More Profitable Repeat Customers

At Dawn BDS’ recent seminars, “Increasing Your Profits to the Max” I discussed the importance of identifying what your best customers look like. Experience shows that customer profiling reduces the cost of marketing and increases profitability.

You have spent at least $400 - $2000 obtaining each of your current customers. I showed you how to calculate this at the seminar.

By understanding client characteristics you will identify which products and services better suit which client. This will lead to increased profitable sales.

Where To Start?

In this Report you will find ways to look at your client base.

1st: talk about what your ideal client would look like

2^nd: Keep it simple, build different profiles

3^rd: Brain storm it with managers and staff

Ideal Profile Considerations

What is the product or service you want purchased
How often would the ideal client purchase it?
What is the average value of each purchase?
Where does your client live or located (does distance or time matter)
What is their gender, if that matters
What is their martial and family status, if it matters
What age are they, if that matters?
What advertising to they listen to or see?
What to they read
What radio and television stations do they tune into?
Where do they go on-line
Do they use mobiles
Does the time of year matter?
What do they most like about your product or service?
What is the next thing you would like them to purchase from you and when?
Does the profile change for any products or services?

Business Profiling

In a business to business situation profiling is a bit more complex because there are two profiles required:

1. The Business’ profile

2. Your contact within that business

Many of the questions are the same. The following highlights some additional information you should consider :

1. Your Ideal business profile:

What industry are they in?
How many employees do they have?
What is their turnover?
How is the product or service delivered?
What terms of trade do they prefer?

2. Ideal contact profile – the person you deal with

Are the profiles different between the buyer, the decision maker and the user?

3. What is frequency of purchase for the main products they buy?

4. Does the purchase patterns very by geographic area?

These are some of questions you can use to develop you profile.

The Next Step

1. Create a ranking system e.g. Gold, Silver, Bronze; A, B, C

a. This can be based on value o f purchases over a period or products purchased or a combination of factors

2. Match each of your customers against this profile on the degree to which they match you ideal profile.

3. Define your sales and marketing plans for each of these specific groups.

From this you can then assess the priority of dealing with each customer and allocate resources as appropriate.

This will also help you allocating resources for marketing and sales activity.

Want Help to Create Your Customer Profile

Contact Dawn BDS to arrange “Who is My Ideal Customer” one-on-one workshop. This 2 hour workshop you will:

1. Have a main profile of your customers

2. Outline up to 3 contact campaigns based on the profiles developed in the workshop

3. A 3 month “Create Profitable Repeat Customer” sales plan that you can use straight away!

If you have previously attended a Dawn BDS seminar or workshop let us know and we will reward your loyalty by offering this one-on-one workshop at special rate.