The Three Biggest Challenges

Positioning

• Even the most innovative, early years companies often fail to fully understand their customers and what they want and need from the products / services you offer. Frequently, that leads to a misalignment in expectations that limits sales growth.

Customer Acquisition & Retention

• To increase sales, you need to acquire and retain the right type of customers. However, many companies, struggle with this, often lacking the strategies and processes to ensure they manage their customer base to deliver the profitable, sales growth.

Pricing

• Setting and achieving prices for your products / service is critically important to profitable, sales growth. Setting prices too high, in relation to perceived value to your customers, will most likely severely limit growth. Set prices too low, may generate sales, but most likely not the profits required to make your business sustainable.

Module 1 - Positioning

• What is it?
  • • Presenting your products / services / company convincingly & consistently to your target customers

• Why is it important?
  • • Aligns what you offer with your customers perceptions of what they need / want from your products / services / company
    • Don’t try to talk to the whole market - Focus your efforts

• How to get it right
  • • Understand your customers & their perceived needs
    • Understand what your competitors / alternative solution providers offer
    • Be realistic with your value proposition, don’t try to be all things to everyone – Focus !

Module 2 - Customer Acquisition & Retention

• Identifying the right type of customers for your business
  • • Segment the market, understand which customers offer you the scope to achieve profitable, sustainable growth as outlined in the Positioning Module

• Acquiring new customers, efficiently & effectively
  • • Deploy the Awareness / Understanding / Engagement model
    • Select the most effective & efficient tools (MARCOMs, digital marketing, direct selling) for your target customers
    • Define the appropriate channels to acquiring customers

• Keeping the customers you want
  • • Be Customer Centric in everything you do (including how you select, manage and motivate your team) – learn how to set customers’ expectations
    • Use Key Account Management tools to maximize your Share of Wallet with your most important customers
    • Use CSAT tools to monitor performance and identify opportunities to improve

 Module 3 - Pricing

• Art not science
  • • It’s not just spreadsheets; need to understand the customers’ perceptions of price

• Value not cost
  • • Focus on what your product / service is worth to the customer, not what it costs to make

• A journey not a destination
  • • Not “one sizes fits all”, tailor make your pricing if needed
    • “Not forever”, evolve your pricing in line with product / market life cycle

Module 4 - Action Stations !

• Getting Started - no time like the present
  • • Embrace the “Time Value of Money” principle
    • Harness the efforts of everyone in the business

• Think Big
  • • Set Big Highly Ambitious Goals (BiHAG)

• What gets measured gets done
  • • Use the right KPIs that will drive success (e.g. lead creation / conversion, profitability by customer, Share of Wallet for Key Account Management customers)