Today we finish Discipline #6 - Aggressive Marketing & Sales. The last 2 shows we focused on first getting our best customers to buy more often and then increase size of each purchase. Today we tackle the only thing left - buying better margin items.
This is the last step in the process of moving from a good business to a leader, a market dominator. Up to now you have revisited and improved both your market coverage and share of business. Then you sliced the market and your offer into smaller pieces. Now it is time to get aggressive in marketing & sales.
If you are going to move from the 15% to the Market Dominating 5%, it will take investing in the firm and Disciplines 4, 5, and 6 are how to pay for it.
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We are covering Discipline 6 in the 3 parts: Frequency of Purchases, Size of Purchases, and Margin of Purchases.
Today's Show is Part 3 in the process: Margin of Purchases
One thing you need to consider and use to evaluate your readiness for this step. You have been collecting information on customer buying habits to enhance persona and combined can provide reasonably accurate data.
This allows you to analyze the data statistically and eliminate allot of train and error and get to a winning solution faster.
What You Need to Know
What You Need to Do
Next Week - Discipline #6 - Part 3: Increasing the Margins of Purchases. If we have increased the frequency and size of purchases the only thing left is improve the margin. Don't miss it!
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