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Training Seminar:





Identifying The Ideal Customer Base

For Your Brand


     Before you can begin your plan you have to determine what type of customers you want to target.  This can be the most important step because often you make an effort to go after customers only to find out that they've pigeon-holed themselves into a segment of the marketplace that is not the most profitable.


    The first step is to conduct a simple "internal capabilities audit" to see what your company's strengths and weaknesses are.  By playing to your strengths and avoiding weak areas you'll be able to compete on a much stronger footing than your competitors.

     You also have to develop some simple guidelines for your acquisition program that tells you when to go forward and when to quit an effort.  Developing ways for looking for "red flags" or potential trouble areas are critical at this stage before you invest too much of your time or money in getting the customer.  A few "red flags" include how fast they pay their bills, turnover of similar services, turnover of their personnel, etc.


 In this Section your attendees learn:

  • How to identify profitable customers.

  • The 10 steps for determining just how profitable a customer will be.

  • 3 steps for determining the long term value of this customer.

  • Why some customers have a need to exaggerate their value to you.

  • How to determine the residual value of a customer beyond fees.

  • The 17 red flags to watch out for in determining if a problem customer.

  • How to develop a customer base that is complimentary.


How To Discover & Develop Your Unique Niche

For Your Brand.


            After you've determined which type of customers are best for your brand, you need to go one step further and ascertain your market niche.  This is a critical step because it is a major factor that determines your price and margin levels.  Generally, the more you are a specialist in a given area, the higher the margins.  But you have to be careful not to pick a market that is limited in any way. 


         Your niche is governed by two factors:  1) the type of service you provide and 2) where you provide it.  If you have a geographical territory, that in itself is a partial niche.   To expand, you then have three choices: expand your territory (which could have its downside), expand your market (find additional niches) which forces you into areas that you may not have the same level of expertise, and/or provide more services to an existing niche (brand extension)  which also challenges your expertise. 


In this Section, your attendees learn:

  • How to discover the most profitable niche for you.

  • When it's time to expand and how to do it.

  • The 5 factors for determining when you're spreading yourself too thin and in danger of losing it all.

  • How to work your niche to maximize fees.

  • How to select a niche based on ease of marketability.

  • When to consider switching your niche and how to do it.

  • How to expand by offering new services to existing customers.

  • An overview of dominating your niche and beating the competition.


How To Establish Credibility

That Make Customers Take Notice.


            Brand credibility is the key to not only getting customers to buy but getting them to pay top dollar for your services.  How you subtly "toot your own horn" is a major factor in getting the business by winning over the customer.  There are many ways in which you can get a customer to "perceive" your credibility and feeling comfortable paying you a premium for your services.


In this Section your attendees learn:

  • What credibility is and how it directly factors into your fee level.

  • The power of the customer testimonial and how to get it.

  • How the right publicity can establish you as an expert in your field.

  • Identifying your past "hidden" activities that help develop your credibility further.

  • How to put all your credibility elements together to create additional credibility.

  • How to effectively use a lack of credibility to give you an edge.

  • How to identify which elements of credibility are the "hot buttons" for your potential customer and how to use them to your advantage.


Selling Your Brand – Make First Contact

And Avoiding Wasting Your Time


            The first contact is critical because you only get one opportunity to make a good first impression.  That's why the first contact is often one that is not even noticeable by your potential customer.  You have to do your homework first.  There's a plethora of information that can be gathered by phone from non decision makers that helps you greatly when you're ready to "engage."  Once you do "engage" is there is no turning back.  It's close or be killed.  You must handle this first encounter with all your options available to you for maximum maneuverability.


In this Section your attendees learn:

  • What valuable information you need before you "engage."

  • How to know when you're ready for your first encounter.

  • Why you need to use a "fact gathering" mission or "reconnaissance" mission.

  • How to structure fact gathering for a "no-fail" return visit.

  • When the "dog and pony" show is more of a distraction than help.

  • The magic elements that every potential customer wants to know.

  • How to get commitment from your customer by presentation's end.

  • 5 ways to get your customer to pay for your research and presentation.


How To Dominate Your Marketplace

Without Spending A Fortune


            With a well developed marketing plan and defined brand, you’re now ready to implement.  There are many ways to gain a leading market position and make it difficult for competition to move in on your territory.  It takes thought and effort but with a carefully planned program, you can easily dominate your "turf."


 In this Section your attendees learn:

  • How to determine if your marketplace already has a leader.

  • 7 ways to shut out your competition.

  • How to use trade journals or local news media to your advantage.

  • The power of public speaking in creating your leadership position.

  • How to work with a trade association.

  • How to avoid spending much time and money working with trade associations.

  • How to effectively use your printed support material.

  • Why the leadership position allows you to get 10-100% higher fees.





10 Techniques For

Avoiding Fee Shopping


            When selling a service it often common for customers to negotiate your fees heavily, playing your competition against you for the best price.  Nobody wins at this kind of game and you need to avoid it completely.  Selling on price is the weakest position you can take, especially in a competitive situation.  You must build your brand value" for your services and help the customer find solutions to problems, not just buy your services. 


 In this Section your attendees learn:

  • How to avoid price shopping before it becomes an issue.

  • How to deal with the "price" issue when it becomes a major objection.

  •  When to fight and when to flee.

  • What problems arise when the price is the major consideration in hiring you.

  • 10 ways to build high value to justify your price.

  • How to negotiate lower fees when appropriate without losing fee credibility.

  • How and when to add services that also add extra profit to your bottom line.


How To Communicate

Persuasively To Get A "Yes."


            The key to your success in getting customers is your ability to communicate persuasively to the prospective customer.  They have to understand the value of what you have to offer with the same intensity that you do.  Selling is not a negative thing.  It often brings to mind used car salesmen in polyester sport coats selling lemons to unsuspecting buyers.  That's unfortunate.  Selling in the 90s is much more.  It's a means of helping your prospective customer understand how you are going to solve the problem and why they should be happy to pay top dollar.


In this Section your attendees learn:

  • How to get past the gatekeeper, the person who can't say "si" but can say "no."

  • How to know when you're talking with the decision-maker.

  • How to control the conversation by asking questions.

  • How to use the "echo" in fact gathering and discovering customer hot buttons.

  • Understanding the pain of decision making and working it to your advantage.

  • How to properly diagnose customer problems and then perform a "cashectomy."

  • How to turn a conversation around after you're on the defensive.

  • When it's time to get the commitment and how to identify customer buying signals.


Proposals And Presentations

-- Rules For Results


            The final stage is preparing and presenting the proposal.  This should actually be the easy part if all the other stages were followed properly.  Yet many things can still happen.  To make sure there are no surprises, you have the customer help you prepare the proposal. In this way they know exactly what they're getting.  No surprises.  Furthermore, a customer is more likely to buy into a program in which they were involved.


In this Section your attendees learn:

  • How to get your customers involved in the development of the proposal.

  • How to use your "needs analysis" as a fee generator.

  • How to develop a proposal geared for what the customer likes, not what you like.

  • How to balance the written proposal with the live presentation.

  • Why a "dog and pony" doesn't get the customer.

  • How to structure maximum flexibility when in final negotiations.

  • How to avoid a competitive bid situation and why you'll lose if you don't.

  • The "one bite at a time" proposal.

  • How to "give it a try" to get in the front door.

  • How to suggest "add-ons" and provide extra dollars to your bottom line.


Putting Your Plan Together

For Big Sales Increases


            Now that the attendee has learned many techniques and strategies for marketing on the local level they're ready to put their own plan together.  In this Section they learn how to pace themselves so that they have a steady, consistent effort.  This approach is one that is done on a weekly basis forever.  It doesn't have to take a lot of time or effort once you get your program up and running.  It's this consistent effort, over time, that makes the ultimate impact and helps you gain and sustain the sales increases.

            Each attendee's business is unique so their plan has to adapt to their particular marketplace, product or service, and their own promotional comfort zone.  They get a step-by-step procedure for identifying all the great opportunities for increased sales in their area.  Then they prioritize them so that they have their highest return as soon as possible.  When they complete this Section and the exercises that are suggested, they'll have well over 100 low cost and free promotional opportunities.  The first 20 or so they can set up without having to leave their business. 


  In this Section your attendees learn:

  •  Who are the 10 most valuable promotional partners and why

  •  How to identify the "big pay-off" opportunities

  •  How often they need to do a promotion for sustained success

  •  When their effort is too much

  • Why they need continual effort over time

  • The three biggest mistakes businesses make in their plans

  • Which promotions are right for the attendee and why

  •  How to conduct promotions in minimal time

  •  What offers and incentives work and which ones don't





"This is the second time that Quality Chekd has hired Jeff to address our member attendees at our conference. Jeff is funny and is creative at developing optional ways of marketing on a shoe string to get sales results. He is worth checking out and can customize a program based on your need. Great job Jeff!"

Molly Muphy-Iovino, Quality chek'd Dairies

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