Do you have a product or service view of the world?

Do you view the world from the standpoint, "I sell (product or service) and I want to sell more of them." Or do you take the viewpoint, "I want to acquire and retain loyal customers." If your objective is to retain customer loyalty, you must ask yourself three questions:

1. How do I organize my marketing plans to achieve this goal?
2. How can I provide customers with what they want and need?
3. How can I solve customer problems and deliver value to them?

Developing a Customer Perspective

Effective marketing programs start from the customer's point of view. To operate an effective, customer-centered marketing program, you must:

- Know your customers. Develop the capability to record and store customer information, starting with a customer profile on what their environment looks like, who they are, where they are, what they buy, and what they plan to buy.

- Address your customers’ specific issues.

Segment your top customers into targeted categories that allow you to address their specific problems and interests.

- Talk to those who will listen. Prioritize or score your database to make sure you’re contacting those customers or targeting those prospects that have the most potential.

- Qualify prospects for interest. Don't just purchase any list or lead for prospecting. Be selective; match it to your customer profile. You increase the efficiency of your marketing dollars and sales time when prospects are more qualified.

Good Luck & Good Selling!

Russ