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Attracting Perfect Customers: The Power of Strategic Synchronicity - Softcover

Hall, Stacey; Brogniez, Jan

 
9781576751244: Attracting Perfect Customers: The Power of Strategic Synchronicity
Softcover
ISBN 10: 1576751244 ISBN 13: 9781576751244
Verlag: Berrett-Koehler Publishers, 2001

Inhaltsangabe

“A step-by-step approach to increasing your happiness, as well as your profitability and success in business . . . A very provocative concept.” —Gerry Myers, author of Targeting the New Professional Woman
 
Most businesses spend far too much of their time and energy struggling to get new customers or hang on to existing ones—even customers who are ultimately more trouble than they’re worth. Attracting Perfect Customers invites readers to move beyond the notions that “business is war” and winning market share means “beating” the other guy. The authors outline a simple strategic process for making businesses so highly attractive that perfect customers and clients are naturally drawn right to them.
 
Sound too good to be true? Hall and Brogniez have successfully shown clients how to do it for years, and now they share their secrets. They prove that war-like marketing techniques seem antiquated and labor-intensive when compared to the Strategic Attraction Planning process, which requires just five minutes each day and enables any business to easily attract customers that are a perfect fit for their organization—the kind of customers it is a pleasure to serve.
 
The authors reveal the six success standards of strategic synchronicity and share simple, fun, and easy-to-follow exercises that can be applied to any organization. They walk you through the process of creating your own personalized Strategic Attraction Plan and provide 21 supportive tips for making any company more attractive to its perfect customers.
 
Attracting Perfect Customers will take you to a place where there is an abundance of perfect customers and clients with whom you can build strong, satisfying, profitable, and lasting relationships.

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Über die Autorin bzw. den Autor

Stacey Hall is credited by industry experts as the inventor and the catalyst for the new Strategic Synchronicity marketing reality. Through this paradigm-shifting methodology, hundreds of corporate executives, entrepreneurs, and sales and training teams have been transformed into powerful magnets that quickly and easily attract the most perfect and profitable customers to their doors and Web sites. Stacey's background includes more than twenty years of designing and implementing global marketing plans for organizations such as FedEx, Budget Rent a Car Corporation, and the University of Houston.
As Perfect-Customers, Inc.'s vice president for sales and marketing, Stacey keeps the organization attracting perfect customers and opportunities that are steering the company to success and greater levels of profitability.
Jan Brogniez's background includes more than twenty years producing millions of dollars of sales revenue in corporate America. Jan's mastery of strategic planning, and her keen business acumen led to the development of Perfect-Customers, Inc.'s proprietary Strategic Design Session process. This process has successfully and effectively empowered a wide variety of corporate executives, entrepreneurs, and sales and operations teams to invent and achieve audacious goals and create organizational legacies in less time than previously has been possible. Called a "pioneer in experiential workshop facilitation," Jan designs and delivers custom-designed workshops, corporate retreats, and executive planning sessions. As Perfect-Customers, Inc.'s CEO, Jan provides the organizational structure, building the foundation that will sustain the company's unprecedented growth and global presence.

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Creating Synchronicity with
Perfect Customers and Clients

If we don’t change the direction

we’re going, we’re likely to

end up where we’re headed.

Ancient Chinese proverb





HOW MANY times have you thought, “We need more customers”?

The vast majority of business owners and corporate executives believe that all of the problems in their businesses would be solved if they could just figure out the secret to finding more customers.

With this book, we are inviting you to partake of what owners, directors, and employees of successful businesses know: that it is essential to replace the thought “We need more customers” with the conviction “Our business now attracts perfect customers only.”


What Is a “Perfect” Customer?

Of course, we all know that there is no such thing as a perfect person. So how could there possibly be a perfect customer?

As we will explore further throughout this book, by our definition, a perfect customer is one whose needs are a perfect fit for a company’s mission. When the relationship between need and service are perfectly aligned, positive results occur with amazing velocity and synergy—almost without effort.


2
A Perfect Customer Has the “Spark of Strategic Synchronicity”


Take a moment to picture one of your most “perfect” customers or clients—the one person with whom you enjoy or have enjoyed working. Is this person the perfect customer because he or she shows you respect and values your time? Does he or she trust that you have his or her best interests at heart? Does this perfect customer come to you with realistic expectations? Does he or she appreciate your efforts— happily paying what your product or service is worth and referring others to your company? Does working with this customer make you feel needed, appreciated, respected, and understood? Does he or she reconnect you with the passion and purpose that puts joy in your work—the very reason you began working in this company in the first place? Did this perfect customer come to you easily: did you feel an immediate sense of attraction and connection with this customer, as if fate brought you together at the perfect time and place? Did you feel as if you were the answer to this customer’s prayers—the one for whom he or she had been searching—the perfect fit of need and solution?

How many of your customers are currently a perfect fit for your company? If the number is less than you wish, are you willing to believe that it is possible to create a profitable business that consists completely of customers who are attracted to doing business with you? Can you believe that it is possible to experience a “spark of Strategic Synchronicity” every time you begin a relationship with a new customer? Can you imagine it is possible to stand still and attract more than enough customers who value your service, pay you what you are worth, and send referrals to your business or Web site on a regular basis?

3
Not only is this possible, but it is as true for sole proprietorships as it is for Fortune 500 companies and for every size and type of business in between.


A Unique Marketing Model

We will introduce you to our Strategic Attraction Planning Process— a logical, practical, and unique model that is the catalyst for a new sales and marketing reality. It’s a fundamental way of thinking that shifts how organizations are operated.

The Strategic Attraction Planning Process is designed to be used by business owners, corporate executives, and sales and marketing representatives. It is also meant to be used by receptionists, warehouse workers, engineers, technicians, lawyers, accountants—anyone at any level in an organization—because each has the power to attract or deflect “perfect” customers for the organization.


How Is the Strategic Attraction Planning Process Different from Other Marketing Models?


Traditional marketing models, which put emphasis on capturing market share and stealing customers away from competitors, require a business to adopt a mind-set of acquiring ever-larger numbers of customers. This never-ending search for more customers requires an abundance of people, time, and money, resources that are usually in short supply, even in the largest companies. For example, many dot-com organizations, with millions of dollars invested to assure their success, failed because their deep financial wells ran dry before the companies found enough actual customers to meet unrealistic sales projections.

4
Over the last ten years, numerous articles in magazines such as Inc., Fast Company, and Sales and Marketing Management, as well as a plethora of “relationship marketing” books, have been written to address the demise of so many companies as a result of this very dilemma. All of the research that has been compiled in these articles and books points to the fact that companies must spend less time on finding new customers and more time on defining their missions and values. Once the missions and values are identified, organizational structures and practices can be put in place to support the building of stronger relationships with the customers they are already serving. The equation: more clarity + more bonding = greater loyalty.

A long-held adage says that 20 percent of a business’s customers account for 50 to 80 percent of the profits. With an increase of just 5 percent in the customer maintenance rate, according to a study conducted by Bain & Company, a Boston-based consultancy, a company can boost its profits by 25 to 95 percent.1

However, we ask the question,Why are only 20 percent of a company’s customers considered to be “the best”? If these 20 percent account for the vast majority of profits, why does the company need the other 80 percent?

Rahul Jacob, in his Fortune magazine article “Why Some Customers Are More Equal Than Others,” states that it has “always made intuitive sense to focus a company’s resources on the best customers rather than on the flighty, fair-weather types.”2We agree.

The next question is, Is it possible to build a business where every customer is “the best” or, as we would say, the “most perfect”? We say it is possible, and so do the hundreds of companies that have experienced the freedom of serving only perfect customers. It is also true that everyone working within an organization already has the power to attract these perfect customers, as well as to attract perfect employees, coworkers, vendors, and other stakeholders.


5
The Law of Attraction


The ability of each person to achieve strength and success with the Strategic Attraction Planning Process is drawn from a phenomenon of nature—the law of attraction. This phenomenon has been beautifully explained by noted consultants and educators Margaret J. Wheatley and Myron Kellner-Rogers in A Simpler Way. Their landmark book is an exploration into the question,How could we organize human endeavor if we developed different understandings of how life organizes itself? Wheatley and Kellner-Rogers find:


There is an innate striving in all forms of matter to organize into relationships. There is a great seeking for connections, a desire to organize into more complex systems that include more relationships, more variety. This desire is evident everywhere in the cosmos, at all levels of scale.
Particles are attracted to other particles and so create atoms. Microbes combine with other microbes to create...

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Verlag
Berrett-Koehler Publishers
Erscheinungsdatum
2001
Sprache
Englisch
ISBN 10 
1576751244
ISBN 13 
9781576751244
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
232
Kontakt zum Hersteller
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Pärnu mnt. 139b - 14
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