1. USING THE NINE CUSTOMER PILLARS To grow your revenues, profits, and income www.customerpillars.com copyright Strive Coaching Inc, 2008

2. Your profits should be BIGGER! ™

3. Your business is either growing or it is shrinking www.customerpillars.com copyright Strive Coaching Inc, 2008

4. Take a quick minute: What would your business look like if you could GROW at will? www.customerpillars.com copyright Strive Coaching Inc, 2008

5. The good news and the bad news www.customerpillars.com copyright Strive Coaching Inc, 2008

6. Pillar 1: Focus on Growth Customers Pillar 9: Practice Coordinated Growth Planning Pillar 8: Learn from the Market Pillar 7: Manage Expectations Brilliantly Pillar 6: Connect Powerfully with Customers Pillar 5: Sharpen Your Competitive Edge Pillar 4: Form Productive Linking Relationships Pillar 3: Refine to Perfect Pricing 9 CUSTOMER PILLARS www.customerpillars.com copyright Strive Coaching Inc, 2008 Pillar 2: Maximize Value Incrementally

7. The 9 CUSTOMER PILLARS™ Pillar 1: Focus on Growth Customers www.customerpillars.com copyright Strive Coaching Inc, 2008

8. What is a GROWTH CUSTOMER? WHO are we going to sell to? www.customerpillars.com copyright Strive Coaching Inc, 2008

9. copyright 2008, Strive Coaching, Inc. Segmentation & Narrowing the Focus wb#25 www.CUSTOMER PILLARS.com

10. 3 Types of Customers Every Business Sells To pg 24 Existing Customers Previous Customers New Customers www.customerpillars.com copyright Strive Coaching Inc, 2008

11. Lifetime Value of Customer Share of Customer pg 25 Why retention? www.customerpillars.com copyright Strive Coaching Inc, 2008

12. Reactivation We want you back. Why did they leave? pg 30 www.customerpillars.com copyright Strive Coaching Inc, 2008

13. New Customer Strategies What has worked in the past? Who are your ideal customers? pg 34 www.customerpillars.com copyright Strive Coaching Inc, 2008

14. copyright 2008, Strive Coaching, Inc. Root Emotions,Unmet Needs, & Fears pg 38 www.CUSTOMER PILLARS.com

15. RECAP: Key Points from Pillar 1 Use retention and reactivation The “ideal customer” profile Increase “share of customer” What motivates the customer www.customerpillars.com copyright Strive Coaching Inc, 2008

16. EXERCISE: Make a list of 10 specific things you know about your customers that your competitors don’t www.customerpillars.com copyright Strive Coaching Inc, 2008

17. Pillar 2: Maximize Value Incrementally The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

18. What are we REALLY selling? The subtle shift www.customerpillars.com copyright Strive Coaching Inc, 2008

19. Value added strategies pg 49 www.customerpillars.com copyright Strive Coaching Inc, 2008

20. RECAP: Key Points from Pillar 2 Shift to a value orientation Value added strategies Reduce creation bias View through the eyes of customers www.customerpillars.com copyright Strive Coaching Inc, 2008

21. EXERCISE: Think of 5 things that would add significant value to what you sell, but would have very little impact on your cost www.customerpillars.com copyright Strive Coaching Inc, 2008

22. Pillar 3: Refine to Perfect Pricing The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

23. What is a the ideal price to charge? www.customerpillars.com copyright Strive Coaching Inc, 2008

24. Margin method Income method Competitive analysis Image based Volume based Testing pg 66 Ways to Set Pricing www.customerpillars.com copyright Strive Coaching Inc, 2008

25. The Mathematics of Pricing If your margins are 50%, how much must volume increase to account for a 10% decrease in price? www.customerpillars.com copyright Strive Coaching Inc, 2008

27. Free with Purchase Bundling Strategy pg 79 www.customerpillars.com copyright Strive Coaching Inc, 2008

28. RECAP: Key Points from Pillar 3 Multiple pricing methods Test to find the ideal Understand the math Free with purchase www.customerpillars.com copyright Strive Coaching Inc, 2008

29. EXERCISE: Consider how “free with purchase” could impact your business versus typical discounting www.customerpillars.com copyright Strive Coaching Inc, 2008

30. Pillar 4: Form Productive Linking Relationships The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

31. Who is important to link our company to the end customers? pg 92 www.customerpillars.com copyright Strive Coaching Inc, 2008

32. Types of Linking Relationships Distribution Partners p 92 Referrals / COIs Key Influencers Strategic Alliances www.customerpillars.com copyright Strive Coaching Inc, 2008

33. The Value Partnership Approach www.customerpillars.com copyright Strive Coaching Inc, 2008

34. RECAP: Key Points from Pillar 4 Take a value partnership approach Strategic alliances Be proactive Know who impacts purchases www.customerpillars.com copyright Strive Coaching Inc, 2008

35. EXERCISE: Make a list of 5 new, key linking relationships that would dramatically grow your business. www.customerpillars.com copyright Strive Coaching Inc, 2008

36. Pillar 5: Sharpen Your Competitive Edge The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

37. Why will customers choose us over other options? pg 124 www.customerpillars.com copyright Strive Coaching Inc, 2008

38. 3 TYPES OF COMPETITORS 3. Do Nothing Competition pg 125 1. Direct Competition 2. Indirect Competition www.customerpillars.com copyright Strive Coaching Inc, 2008

39. How to find your edge www.customerpillars.com copyright Strive Coaching Inc, 2008

40. RECAP: Key Points from Pillar 5 Understand the competition Expand your competitive scope Put the ego aside Increase its strength www.customerpillars.com copyright Strive Coaching Inc, 2008

41. EXERCISE: List 5 specific, powerful, & unique reasons customers should choose your business over the other options www.customerpillars.com copyright Strive Coaching Inc, 2008

42. Pillar 6: Connect Powerfully with Customers The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

43. How will we customers learn about us and be convinced to purchase? www.customerpillars.com copyright Strive Coaching Inc, 2008

44. copyright 2008, Strive Coaching, Inc. 3 Method for Customer Communications * Message * Medium * Measurement pg 145

45. Message Development Exercise pg 147 www.customerpillars.com copyright Strive Coaching Inc, 2008

46. copyright 2008, Strive Coaching, Inc. There are lots of ways to deliver a message……

47. COMMUNICATION MEDIUMS · Personal Communications – Letter – Pounding the Pavement · Word of Mouth - Buzz· Referrals / Centers of Influence · Direct Selling · Direct Mail · Direct Faxing· Telemarketing · Advertising - Newspaper· Advertising - Magazines · Advertising - Radio· Advertising - Television · Promotions / Specials· Web Site · Banner Ads· Search Engines · Direct Email – Opt In· Direct Email – Spamming · Conventions / Tradeshows· Billboards / Sporting Events · Transportation Signs· Network Marketing · Point of Sale / Packaging· Giveaways · Card Decks· Infomercials · Audios, Videos, CDs· Catalogs / Brochures pg 159 www.customerpillars.com copyright Strive Coaching Inc, 2008

48. Maximizing Daily Communications pg 166 Focus on Free pg 166 www.customerpillars.com copyright Strive Coaching Inc, 2008

49. Cumulative effect of messages – develop a frequency based series pg 161 www.customerpillars.com copyright Strive Coaching Inc, 2008

50. Measurement pg 169 www.customerpillars.com copyright Strive Coaching Inc, 2008

51. RECAP: Key Points from Pillar 6 Develop strong messages Select appropriate mediums Develop a frequency based sequence Track the results www.customerpillars.com copyright Strive Coaching Inc, 2008

52. EXERCISE: Imagine your best customer prospect gives you 30 minutes to describe why they should buy from you. Write down what you would say. Refine this list into your key marketing messages. www.customerpillars.com copyright Strive Coaching Inc, 2008

53. Pillar 7: Manage Expectations Brilliantly The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

54. What can we do to ensure our customers’ expectations are fully met? www.customerpillars.com copyright Strive Coaching Inc, 2008

55. Keeping the promise! Is this important? www.customerpillars.com copyright Strive Coaching Inc, 2008

56. Five components of expectations management pg 184 Understand base expectations Influence expectations Product / service performance The company experience Post purchase reinforcement www.customerpillars.com copyright Strive Coaching Inc, 2008

57. RECAP: Key Points from Pillar 7 Get it - this is the biz! Understand and exceed expectations Create an experience Incorporate post-purchase follow up www.customerpillars.com copyright Strive Coaching Inc, 2008

58. EXERCISE: Make a list of 10 items you could incorporate into your business that would help you better exceed customer expectations. www.customerpillars.com copyright Strive Coaching Inc, 2008

59. Pillar 8: Learn from the Market The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

60. What can we do to test and refine our assumptions? www.customerpillars.com copyright Strive Coaching Inc, 2008

61. Refine, adapt, improve, modify pg 222 www.customerpillars.com copyright Strive Coaching Inc, 2008

62. Identify the key questions pg 220 www.customerpillars.com copyright Strive Coaching Inc, 2008

63. RECAP: Key Points from Pillar 8 Let the market teach you - adapt Become a humble student Test, learn, and modify Know the key questions www.customerpillars.com copyright Strive Coaching Inc, 2008

64. EXERCISE: A genie appears and offers you the answers to three specific questions about your market. Write down the questions. www.customerpillars.com copyright Strive Coaching Inc, 2008

65. Pillar 9: Practice Coordinated Growth Planning The 9 CUSTOMER PILLARS™ www.customerpillars.com copyright Strive Coaching Inc, 2008

66. What must we do to ensure the growth happens and is productive? www.customerpillars.com copyright Strive Coaching Inc, 2008

67. Levels of Planning The Customer Pillars pg 250 Overall Company pg 256 Tactical – Calendar pg 264 Multiple Time Periods pg 266 www.customerpillars.com copyright Strive Coaching Inc, 2008

68. RECAP: Key Points from Pillar 9 Have a plan, Stan Use the 9 Pillars to organize Commit to a calendar Plan for phases of growth www.customerpillars.com copyright Strive Coaching Inc, 2008

69. EXERCISE: Review each of the 9 CUSTOMER PILLARS – for each list 3 growth strategies for your business www.customerpillars.com copyright Strive Coaching Inc, 2008

70. Accessing this system www.famee.org

71. I HAVE A GOAL I HAVE A GOAL That you will be able to take control of That you will be able to take control of your revenue growth potential, turn that into an incredibly successful business which benefits, not only you, your employees, and your customers, but your community as well! your revenue growth potential, turn that into an incredibly successful business which benefits, not only you, your employees, and your customers, but your community as well! www.customerpillars.com copyright Strive Coaching Inc, 2008

72. Copyright 2008, Strive Coaching, Inc Thank you for having me! For more information: www.customerpillars.com curt@strivecoaching.com 785-554-3050