Rhythm Blog | Increasing Sales

by Patrick Thean and the Rhythm Team

How Do I Sell More to My Core Customer?

Alan Gehringer Tue, Jun 26, 2018 @ 11:00 AM

Great question right? But before we get to that, let’s define what a core customer is. Robert Bloom, author of The Inside Advantage, defines it as the customer most likely to buy your product or service in the quantity required for optimal profit! Your WHO is the customer you can’t live without and who will help you be successful into the future.

So, in order to sell more to your core, you need to clearly define who they are and understand their deepest needs, not just their wants. 

One thing to consider about your core customer is that he or she is a real person, with wants, needs and fears – not a lifeless profile on paper. Your core customer is alive and is just like you and me – AND has specific reasons, emotions and interests in your product or service.

According to a joint study by Bain and Harvard Business School, “(we) showed that in industry after industry, the high cost of acquiring customers renders many customer relationships unprofitable during their early years. Only in later years, when the cost of serving loyal customers falls and the volume of their purchases rises, do relationships generate big returns. The bottom line: Increasing customer retention rates by 5% increases profits by 25% to 95%.”

10 Examples of Key Performance Indicators That Drive Sales

Alan Gehringer Mon, May 7, 2018 @ 11:00 AM

Driving new sales revenue is a common theme that comes up with the clients I work with. In fact, I can’t think of many companies that have more sales activity than they know what to do with, and most are always looking for ways to (build or grow) their sales pipeline. 

There a lot of variables that go into building a great sales pipeline, and marketing plays a big part in developing marketing qualified leads (MQLs), but another big variable is measuring the right behavior that drives the right results. To do this, we must put the right leading indicators in place. It’s one thing to measure results indicators like Revenue booked, but unless the right activities are taking place, you are not going to hit your targets and your stakeholders are going to be disappointed regardless if they are internal or external. You need to develop the right leading indicators for your sales team.

3 Action Steps From Jack Daly to Increase Sales

Barry Pruitt Tue, Mar 27, 2018 @ 11:00 AM

Spring is here and I’ve been making new landscaping plans. Well, actually, plans to continue on a landscaping path chosen two years ago – sort of a 3-5 year plan for the yard. I’ve been preparing flower beds, adding (more) perennials, cleaning up some winter trash. It takes time for plants to mature and completing a large project in the right order yields the most beautiful outcome with the least effort. So, I’ve been building a spring playbook to get this year's portion done. I’m surprised at how many people begin similar projects without a playbook. They buy a few annual plants on sale, put them in the ground, and wonder why they don’t return the next year (hint: perennials are the ones that return each year).  

I was recently in a conversation with a home building executive for a company that’s completing and selling one home per day in the North Carolina region. He shared how they hired “A” players - people with building experience who also know how to treat customers. It was a secret sauce for the future. They want perennial relationships, not annual. So, although the market is “hot” with more buyers than sellers at this time, he realizes that markets change. When the housing market stalls, this builder will have the best people on his team and the best relationship (and reputation) with any buyers. It’s part of a long-term plan.

What is the Difference Between a Primary and Secondary Core Customer?

Alan Gehringer Mon, Mar 26, 2018 @ 12:00 PM

I have written previously about the importance of identifying your core customer because I have seen far too many companies waste their valuable time and resources selling to and serving the wrong customers. 

Your core customer is the one who values what you offer at a price and quantity that is good for both you and the customer and will take you into the future successfully. This is the individual that uses the product, the one you look in the eyes and can put a name to and the one you can’t live without. Knowing who the core customer is will impacts sales in a positive manner.

 3 Steps to Identify Your Core Customer [Infographic]

Alan Gehringer Sun, Mar 25, 2018 @ 12:00 PM

Philip Kotler implores us to do a better job of understanding “who” our target customers are and then to deeply please them, rather than trying to please everyone. 

Every company should have a brand promise that it makes to its customers. The promise should differentiate you in your market and support the sales process by making it easier to close deals. The first step in developing your brand promise is to identify your core customer. The better job you do with this step, the more effective your brand promise is going to be.

 Who Is Your Core Customer? [Video]

Tiffany Chepul Fri, Mar 9, 2018 @ 06:02 AM

Knowing your Core Customer can help you sell, construct your Brand Promise, build a new business model and support many other areas of your strategic work and decision-making.

Are Your Customers Happy? 8 Customer KPI Examples

Jessica Wishart Tue, Feb 13, 2018 @ 11:00 AM

Are you actively working to attract and retain the right customers? Whether you are business to consumer or business to business, there’s an actual person who makes a decision to buy your product or service - your customer. We’ve found that customers represent one of the 4 critical areas every company must actively work on to achieve success. There are a few things your company should do to cover your bases in this area, and it requires more than just training your employees to “talk with a smile." You need to identify your Core Customer and their specific needs as part of your overall business strategy; this will help you when making strategic decisions about products and services to develop (or kill), marketing messaging to attract the right prospects, and a Brand Promise Guarantee to help you close the deal. 

Execute For Your Core Customer

Patrick Thean Thu, Feb 1, 2018 @ 08:27 AM
I was recently preparing for an Annual Planning webinar, which is focused on making the right decisions every year, month, week and day. I am getting really excited as I think about how my core customers can benefit from this information.

My core customers:

  • are growing, adding people and have no lack of opportunities
  • they are the growth engines of our economy
  • they have more execution challenges versus strategy challenges.

5 Tips to Win and Retain Customers in 2018

Alan Gehringer Thu, Jan 25, 2018 @ 11:00 AM

Customer retention is a routine, where you rinse, repeat, and rise to perfection over time. In 2018, winning new customers and keeping their business is going to get more challenging now that new trends, like enhancing user experience through content and emphatic marketing, are on the rise. Therefore, if you want to win and retain customers in 2018, you are going to have to fine tune or make adjustments to the customer programs you have already implemented. 

Here are 5 tips to help you succeed: 

Know Your Brand

The secret that many companies continue to miss when attracting customers is having a clear vision of what their brand stands for and how it is communicated in the market. You need to know what wins customers over to begin with. To do so, you have to answer the following questions: 

Advice for a Rapidly Growing Business

Cindy Praeger Sun, May 7, 2017 @ 12:00 PM

According to Fortune, “The Kauffman Foundation and Inc. Magazine conducted a follow-up study of companies five to eight years after they had appeared on the magazine’s list of the 5,000 fastest-growing companies. What they found was startling: about two-thirds of the companies that made the list had shrunk in size, gone out of business, or been disadvantageously sold."

If your business is growing rapidly, you might feel as though you are losing control of steering the ship.