Marketing to Your Perfect Customer
A 1% increase in price can result in nearly a 30% impact in bottom line growth. Price is the most impactful lever of profit, yet companies compete in vicious price wars to win projects, ultimately diminishing industry profitability. This course will empower companies to define their “Perfect Customer,” the client who can immediately identify and is willing to pay for an organization’s value proposition. By characterizing the Perfect Customer, a company can develop marketing material and content that segments a particular group of ideal consumers. By targeting a set of ideal buyers, an organization will align its strategy and enhance marketing and business development capabilities. The company can make critical trade-offs based on the customer profile and establish a comprehensive go/no-go decision making tool to ensure the company is bidding on jobs that will contribute the most to the bottom line.