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A hourglass look at the tasks that must be executed to keep your current customers.
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Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management
for
Business Development
& Retention
By Brian Dziwulski
“Make Everything You Do Count”
Copyright 07/14/05Brian W. Dziwulski
Who am I?
• Experience– Director Of Sales Worldwide, Medical (Oncology)
Supply – Past President of Sales & Marketing Executives of
Buffalo & Milwaukee– Director of Professional Services, IT Consulting firm– Partner/Co-Founder of Sales/Marketing Cons. firm
• Today– Business Development Manager offering solutions
made possible by the merger of technology, services, marketing, & printing
Copyright 07/14/05Brian W. Dziwulski
Sale
Sales Funnels
Copyright 07/14/05Brian W. Dziwulski
InitialSale “Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
What we’re after!
• Goals
• Customer retention
• Cross selling and lead generation
• Increased sales
• Increased profitability
In other words ‘Customer loyalty’
Copyright 07/14/05Brian W. Dziwulski
InitialSale
“Customer Loyalty”
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
InitialSale
“Customer Loyalty”
CustomerAcquisition
Costs
“Just the Beginning”
LifetimeValue of
a Customer
Sales Expenses
- or -
(Revenues)
Can be as little as
8 – 10%of
AcquisitionCosts
(Sales Expenses)
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value PropositionHighlyTargeted by
Segment
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect IdentificationHighly
Targeted bySegment
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DM
HighlyTargeted by
Segment
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DM
Process
HighlyTargeted by
Segment
Sales
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
Follow-Up
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
Follow-Up
Surveys
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
Follow-Up
Surveys
Marketing Visits
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
Follow-Up
Surveys
Marketing Visits
Cross Selling
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Cross Selling
Products
Existing New
Existing
New
Customers
1
3
2
4
The higher the number, the harder the sale.
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
Follow-Up
Surveys
Marketing Visits
Cross Selling
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
Follow-Up
Surveys
Marketing Visits
Cross Selling
“Customer Loyalty”
HighlyTargeted by
Segment
“Just the Beginning”
Copyright 07/14/05Brian W. Dziwulski
Customer Interaction Management - Business Development & Retention Hourglass
Product Development
Value Proposition
Prospect Identification
Marketing / DMSales
Process
InitialSale
Support
Follow-Up
Surveys
Marketing Visits
Cross Selling
“Customer Loyalty”
HighlyTargeted by
Segment CustomerAcquisition
Costs
“Just the Beginning”
LifetimeValue of
a Customer
Sales Expenses
- or -
(Revenues)
Can be as little as
8 – 10%of
AcquisitionCosts
(Sales Expenses)
