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Rhythm Blog | Increasing Sales

by Patrick Thean and the Rhythm Team

Core Customer: 3 Steps to Identify and Define Your Core Customers

Alan Gehringer Fri, Jul 24, 2020 @ 12:00 PM

Philip Kotler implores us to do a better job of understanding “who” our valuable customers are and then to deeply please them, rather than trying to please everyone.  It is much better to serve your Core Customer completely and fully, than to try to be everything to everyone.  It will create a core market that you can please and creates a loyal fan base.  The core customer value to your business is immense, so the better you understand them the better the return on your investment.

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 and define your core customer. The better job you do with this step, the more effective your brand promise is going to be and the more likely your prospects are to purchase a product.  This is needed for business to business and business to consumer companies.

Customer Success KPIs: How to Measure Client Satisfaction with KPIs

Patrick Thean Tue, Jul 7, 2020 @ 09:00 AM

KPIs (Key Performance Indicators) are key indicators used to measure the success or performance of a business and are most commonly used to measure sales, cash and products. In any business, client retention is just as important as sales, but so often I see my clients forgetting to measure it or measuring the wrong things. I’ve learned from making this same mistake in the past.

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

Alan Gehringer Tue, Jun 30, 2020 @ 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.  They haven't taken the necessary steps to identify their most valuable customers that purchased the primary product and were highly satisfied.

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.

Sales KPI Examples and Leading Indicators That Drive Revenue Growth

Alan Gehringer Fri, May 29, 2020 @ 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.  One of the first places we start is taking a look at their Sales KPIs to ensure that they are measuring the right metrics to grow their revenue by producing enough qualified leads for their sales managers to distribute to the team. 

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 with a great sales KPI dashboard. To do this, we must put the right leading indicator KPIs 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 sales leading indicator KPIs for your team to track your customer acquisition.

How Do I Sell More to My Core Customer?

Alan Gehringer Fri, Apr 24, 2020 @ 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%.”

Define Your Core Customer to Develop a Winning Brand Promise (Video)

Jessica Wishart Thu, Jan 23, 2020 @ 09:30 AM

No matter what kind of business you are in, you rely on selling your product or service to a specific customer…a real person. Even if you sell to businesses, there is a person at that business making the decision to buy from you or not. Your core customers are unique individuals; they are more than statistics, and the more you know about their lifestyle, personality, ambitions and concerns, the better you'll be able to anticipate their needs and be agile enough to grow with them.  Yes, they need to be in your core market but we also need to picture them as a person across the table that you are having a conversation with.

Enthusiasm in Sales: It Sells

Christine Rutherford Fri, Jan 17, 2020 @ 11:00 AM

Recently while attending a trade show, I watched my young junior sales rep presenting our execution platform to a group of prospects. His style and delivery had attracted a crowd. His small booth was full. People were looking over others' shoulders and blocking the aisle to see him.

Jarret was doing what he's done since the day I hired him, giving an enthusiastic presentation. He is new to business, not enough years of experience to be outbound and admittedly, he has much to learn.

When he is in front of a prospect, it is show time; he transfers every wealth of knowledge he has. While out one night at a conference, Jarret was granted the opportunity to meet Ken Courtright of Income Store. While at his company meeting, Ken announced what had actually happened that night at the bar. Ken told his team "Jarret from Rhythm flipped the game on me. He asked me something so profound: Are all of your divisions profitable? I responded, 'Yes I believe so,' and Jarret asked me how I knew. I told him that I guess I didn't really know, and he informed me that we needed his software. He leaves in mid-conversation and comes back with the Rhythm book. After months of staring at the book sitting on my shelf, I decided to see what it was...after the first few chapters, I said Ok, let's do this thing."

Customer KPI Examples: Are Your Customers Happy?

Jessica Wishart Fri, Jan 17, 2020 @ 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. 

5 Tips to Win and Retain your Core Customers (Updated for 2020)

Alan Gehringer Wed, Jan 15, 2020 @ 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 core customers in the new year, 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: 

 Who Is Your Core Customer? [Video]

Tiffany Chepul Fri, Jan 10, 2020 @ 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.