C5.001 (INSIDE THE CUSTOMER) AN OVERVIEW - WILLIAM EASTMAN

Today is part 3 of a 5 part, 45 show series on the Technology of Business. It runs 5 days a week over the next 9 weeks and is structured by our approach to a Balanced Scorecard for measuring and managing the business.

A quick reminder for anyone unfamiliar with our methods:

F = (O + C + P)E

Financial Performance is the result of how well the Entrepreneur/Owner/Executive leads and manages Operations, Customer acquisition and retention, and has People invested in the future of the business.

The previous shows we covered Financial Performance & Processes Under Control. this show is an overview what you need to build to deliver on promise and all of the corresponding support processes.

Here is how the Balanced Scorecards converts into our weekly programming:

• Finance Monday: Employee Capitalism
• Operations Tuesday: Processes Under Control
• Customer Wednesday: Inside The Customer
• People Thursday: People In The Game
• Owner Friday: ReIMAGINING The Business

INTRODUCTION
Let's start with this premise - there are people out there who want what you have. The question is do they know enough about you and the offer to make an intelligent decision?

Your marketing efforts have only 2 purposes - create awareness to ensure the customer will consider you when making a buying decision, and bringing qualified leads into the sales funnel.

The last 15 months has tested everything I know about marketing & sales. Building supply and demand at the same time has been challenging and we arrived at the following issues that elements in our marketing, sales, and service process:

• Target The Perfect Customer - Get Them To Raise Their Hand
• Surround Them With Information - Make More Intelligent Consumers & Inoculate Against The Competition
• Close By Solving Problems - The Future Stars When The Sales Is Made
• Escalate The Relationship - Move From Generic To Custom Solutions

OBJECTIVES
Today's show is designed to lay the ground work for Part 3 of our 5 Part Series on the Technology of Business. We will tell the story of how the team at IBGR is handling the interesting marketing and sales problem of building both supply (hosts and shows) and demand (listeners) at the same time. It is a delicate balance of promising what you don't have but will and then executing to make the claim true.

WHAT YOU NEED TO KNOW

• C5.001 Series Overview (4MAY21)
• C5.002 The Customer Intimate Value Proposition (11MAY21)
• C5.003 How Do You Collect, Understand, and Act on Data? (18MAY21)
• C5.004 Buyers Are Out There - Get Them To Raise Their Hand (25MAY21)
• C5.005  A Sales Funnel Based On Conversations (1JUN21)
• C5.006 The First Days of The Relationship Is The Future (8JUN21)
• C5.007 A Data Based Relationship - Revisited (15JUN21)
• C5.008 Bring The Customer Inside (22JUN21)
• C5.009 Getting Inside The Customer (29JUN21)

WHAT YOU NEED TO DO
"The World of Business at Your Fingertips" 

1. Follow the inside The Customer Series all season.​
2. Join our private Facebook Group and go way beyond what is possible on radio
3. Get your business growth news everyday from IBGR.News​
4. DOWNLOAD the IBGR Growth App
5. RESEARCH anything related to Starting, growing, or Exiting a business on the IBGR Network