Keeping Control of Your Contacts
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A short presentation on the importance of keeping control of your prospect and customer data base.
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Keeping Control of Your Contacts
- 1. Jon Turino Marketing Strategy Consultant 503-877-4609 jon@jonturino.com www.www.jonturino.com KEEPING CONTROL OF YOUR CONTACTS
- 2. Once Upon A Time… Easy to test PCB assembly Automatic Test Equipment System Hard to test PCB assembly 2
- 3. I Wrote A Book… Seventy Seven Pages Double spaced Design for Testability Hand drawn diagrams Beautiful Walnut Cover Jon Turino Self Published Price: $95 Logical Solutions Incorporated 3
- 4. And I Sold Some Books… Ad in Electronic Test Magazine = $1,800 Actually… a lot of books! ilit r ab fo y st n Te esig D o in ur nT Jo or tio al Inc olu ic r a ns S og d te L po 4
- 5. And Became a Seminar Leader… The “Pope” of Testability! For hundreds of electronics companies world-wide for many years… 5
- 6. I Took the Book Public… $39.95 And killed the seminar and consulting business… 6
- 7. And Look What Happened… Self Published @ $95 Van Nostrand Reinhold @ $39.95 Buyer had a real problem Buyer might have a real problem Profit per book = $80 Profit per book = $6 3 year sales > 1000 books 3 year sales > 3000 books $80,000 in book sales revenue $18,000 in book sales revenue Seminar revenue steady at Seminar revenue declined rapidly to > $200,000 per year < $50,000 per year 7
- 8. So WHY Did That Happen? • Book customers had a problem either way • Problem more severe for $95 customers • WHO was buying the $39.95 book? • Had the Design for Testability market dried up? 8
- 9. So On To Another Topic… Early 1991 Late 1992 $150 $29.95 And the same thing happened again … only faster! 9
- 10. So WHY Did That Happen? • Book customers had a problem either way • Problem more severe for $150 customers • WHO was buying the $29.95 book? • Had the Concurrent Engineering market dried up? 10
- 11. A Total Contact Disconnect! It was no longer possible to determine WHO was buying the books Person with really painful problem? Person mildly – or even very – interested? There was no one to call to inquire about the possibility of doing a seminar or some consulting work! 11
- 12. The Moral of the Story… Your list of contacts is your most important asset. Build it Nurture it Safeguard it If you lose the direct connection to your prospects and customers, you will lose your business! 12