Keeping Control of Your Contacts
12
KEEPING CONTROL OF YOUR CONTACTS Jon Turino Marketing Strategy Consultant 503-877-4609 [email protected] www.www.jonturino.com
-
Upload
jon-turino-marketing-connections -
Category
Education
-
view
2.259 -
download
1
description
A short presentation on the importance of keeping control of your prospect and customer data base.
Transcript of Keeping Control of Your Contacts
KEEPING CONTROL OF YOUR CONTACTS
Jon Turino Marketing Strategy Consultant
503-877-4609 [email protected]
www.www.jonturino.com
Once Upon A Time…
2
Automatic Test Equipment System
Easy to test PCB assembly
Hard to test PCB assembly
I Wrote A Book…
Seventy Seven Pages
Double spaced
Hand drawn diagrams
Beautiful Walnut Cover
Self Published
Price: $95
Design for Testability
Jon Turino Logical
SolutionsIncorporated
3
And I Sold Some Books…
Actually… a lot of books!
Ad in Electronic Test Magazine = $1,800
Design fo
r
Testabilit
yJo
n Turino
Logical
Solutio
ns
Inco
rpora
ted
4
And Became a Seminar Leader…
For hundreds of electronics companies world-wide for many years…
The “Pope” of Testability!
5
I Took the Book Public…
And killed the seminar and consulting business…
$39.95
6
And Look What Happened…
Self Published @ $95 Van Nostrand Reinhold @ $39.95
Buyer had a real problem Buyer might have a real problem
Profit per book = $80 Profit per book = $6
3 year sales > 1000 books 3 year sales > 3000 books
$80,000 in book sales revenue $18,000 in book sales revenue
Seminar revenue steady at > $200,000 per year
Seminar revenue declined rapidly to < $50,000 per year
7
So WHY Did That Happen?
• Book customers had a problem either way • Problem more severe for $95 customers • WHO was buying the $39.95 book? • Had the Design for Testability market dried up?
8
So On To Another Topic…
Early 1991 $150
Late 1992 $29.95
And the same thing happened again … only faster!
9
So WHY Did That Happen?
• Book customers had a problem either way • Problem more severe for $150 customers • WHO was buying the $29.95 book? • Had the Concurrent Engineering market dried up?
10
A Total Contact Disconnect!
It was no longer possible to determine WHO was buying the books
Person with really painful problem?
Person mildly – or even very – interested?
There was no one to call to inquire about the possibility of doing a seminar or some consulting work!
11
The Moral of the Story…
Your list of contacts is your most important asset.
Build it
Nurture it
Safeguard it
If you lose the direct connection to your prospects and customers, you will lose your business!
12
