1. “Make Everything You Do Count”
Customer Interaction
Management
for
Business Development
& Retention
By Brian Dziwulski
Copyright 07/14/05
Brian W. Dziwulski
2. 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
I have a thirty year plus progressive career in developing
and delivering effective business solutions and building
strategic, growth-oriented leadership teams.
Copyright 07/14/05
Brian W. Dziwulski
3. Sales Funnels
Sale
Copyright 07/14/05
Brian W. Dziwulski
4. Initial
Sale
“Just the Beginning”
Copyright 07/14/05
Brian W. Dziwulski
5. What we’re after!
• Goals
• Customer retention
• Cross selling and lead generation
• Increased sales
• Increased profitability
In other words ‘Customer loyalty’
Copyright 07/14/05
Brian W. Dziwulski
6. Initial
Sale
“Just the Beginning”
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
7. Sales
Expenses
- or -
Customer
Acquisition
Costs
Initial
Sale
“Just the Beginning”
(Revenues)
(Sales
Lifetime Expenses)
Value of
Can be as
a Customer
little as
8 – 10%
of
Acquisition
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty” Costs
9. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by
Segment
Copyright 07/14/05
Brian W. Dziwulski
10. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment
Copyright 07/14/05
Brian W. Dziwulski
11. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Copyright 07/14/05
Brian W. Dziwulski
12. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Process
Copyright 07/14/05
Brian W. Dziwulski
13. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
“Just the Beginning”
Sale
Copyright 07/14/05
Brian W. Dziwulski
14. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
15. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Support
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
16. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Support
Follow-Up
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
17. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Support
Follow-Up
Surveys
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
18. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Support
Follow-Up
Surveys
Marketing Visits
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
19. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Support
Follow-Up
Surveys
Marketing Visits
Cross Selling
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
20. Cross Selling
Products
Existing New
Existing 1 2
Customers
New
3 4
Copyright 07/14/05
Brian W. Dziwulski
The higher the number, the harder the sale.
21. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Support
Follow-Up
Surveys
Marketing Visits
Cross Selling
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
22. Customer Interaction Management - Business Development & Retention
Product Development
Highly Value Proposition
Targeted by Prospect Identification
Segment Marketing / DM
Sales
Proces
s
Initial
Sale
“Just the Beginning”
Support
Follow-Up
Surveys
Marketing Visits
Cross Selling
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty”
23. Customer Interaction Management - Business Development & Retention Hourglass
Product Development
Sales
Highly Value Proposition
Expenses
Targeted by Prospect Identification - or -
Segment Marketing / DM Customer
Sales Acquisition
Proces Costs
s
Initial
Sale
“Just the Beginning”
(Revenues)
Support (Sales
Lifetime Expenses)
Follow-Up
Value of
Surveys Can be as
a Customer
little as
Marketing Visits 8 – 10%
Cross Selling of
Acquisition
Copyright 07/14/05
Brian W. Dziwulski “Customer Loyalty” Costs