EPISODE B6.009 Increasing Market Share - New Offer to Existing Accounts

RESULTS RADIO..."Let's Grow Together"

Introduction
As of Monday morning we had Mozambique join the audience making it our 117th country, not bad for just our Second Season on the air. We currently have entrepreneurs and owners in 60% of the global business community tuning in daily - thank you and we are just getting started!
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We have three more weeks of shows left - 009 through 012 before Season 3 starts and everyone is excited about our hard launch on October 5th from the Kilo Market (Australia, New Zealand, Singapore, Philippines, Taiwan, Hong Kong, and surrounding areas). 

There are several ways you can interact with the station and our OnAir Hosts:

• Pulsating ? on every page. It is a direct link to the Host and they will respond to your question during the show;
• Hit us up on social media - Facebook, Instagram, LinkedIn, and Twitter. Our handle is ibgrnetwork;
• JOIN our Community of Commerce and become an insider with direct access to our Hosts and support materials discussed on the show.​

​JOIN our Community and Let’s Grow Together!
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Show Objectives - The Why
Fun time! As we prepare for the launch of our Reinvented Offer, it is time to start planning it's introduction starting with (1) the customer helping on the project, then (2) current customers with the best match. 

We are looking for a quick and successful Soft Launch with these 2 groups, then expand to adjacent markets - next weeks show.

Key Issues - Owner/Manager Perspective:

1. Increase our share of wallet by impacting frequency, purchase size, and items purchased.
2. Selling existing products and services not part of their current purchases.
3. Bundling products and services to create a new offer.
4. Selling new products and services in the most favorable market.

What You Need to Know - The What​
4 Quadrant Marketing Model

• Current Offer to Current Customers - focus on increasing frequency and size of purchase, increase share of wallet;
• Current Offer to New Customers - moving into adjacent markets, selling to customers with the same profile as your best accounts;
• New Offer to Current Customers - build on the relationship to gain early sales to use for selling to new customers;
• New Offer to New Customers - highest risk, most difficult to achieve.

What You Need to Do​​ - The How

1. Review the QFD (Quality Function Deployment or the tech sheet you use to determine what technical specifications were needed to provide the features customers wanted).
2. Review your customers 'buying persona' looking for matches between QFD specifications and your best customers.
3. Develop a story for why the materials were developed and how it will affect the reasons they would buy it - first draft of future marketing collateral.
4. Plan and implement a Soft Launch with the targeted accounts, perhaps a initial discount in return for more indepth feedback and use for testimonials.
5. Improve the new offer as appropriate.
6. Plan for the Hard Launch and build Marketing Collateral.

Shows

• Previous: EPISODE B6.008 AGILE PROJECT MANAGEMENT - PART 5 LAUNCH & GENERALIZATION
• Next: EPISODE B6.010 Increasing Marketing Penetration - New Offer to Adjacent Markets