THE CUSTOMER FACTORY
Over the past 30 years or so, I’ve had the great pleasure to work with thousands of entrepreneurs across the country. And during that time I’ve been fascinated by a single question:
What differentiates the small fraction who succeed from the vast majority who struggle?
In my mind the answer comes down to a single word: Marketing. Those who succeed understand and engage with Marketing in a systematic fashion and those who struggle don’t.
The reason for this phenomenon has also become clear to me over time. For most business owners and managers, Marketing Is A Mystery and Sales Is A Dirty Word.
I created The Customer Factory Marketing Model to demystify Marketing and help everyone make friends with their Inner Salesman.
By presenting the Marketing Process as a factory production line, I teach people how to generate an unlimited stream of customers in a simple four-step system.
The Customer Factory Marketing Model
Design Your Customer
Pick Your Process
Tool It Up
And Turn It On
After Designing Your Customer (target marketing) you choose your raw materials (a finite group of prospects). These materials flow down your Marketing Assembly Line (the Process you’ve picked) as you, over time, fashion them into Customers using a specific set of tools (Tool It Up) applied in a predetermined sequence.
During this process, you transform your raw material into a finished product by moving it through the following stages:
Stranger —-> Suspect —-> Prospect —-> Customer —-> Client
The final step in creating your own Customer Factory is to Turn It On. This is where even the most well-intentioned firms can fail. Creating a Customer Factory is not enough – you have to use it! Day after day, week after week, year after year.
You have to invest the money, attention, commitment and emotional energy to see it through until it begins to produce the results you’re looking for. Test it, track its effectiveness, tweak and improve it in a process of continual improvement.
If you’d like to learn more about how to Build A Customer Factory for your company, give me a call at 866-949-2661 or email me at firstname.lastname@example.org.
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