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Winning in the American Market: Module Two, Customer & Product Analysis

Winning in the American Market: Module Two, Customer & Product Analysis

Customer and Product Analysis
14Questions
  • 1
    List your best customers revenue from the last full year. All information is 100% CONFIDENTIAL. If you do not want to provide customer names, simply put "Customer A", "Customer B", etc.
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  • 2
    List the customers that are 20% of your total customers but represent 80% of your revenue. Describe their company profile, the products / services they buy, their size (start-up, small, medium, large) geographic location, etc.
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  • 3
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  • 4
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  • 5
    This is another way of looking at the PROBLEMS you solve, but may identify other areas of need.
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  • 6
    A WANT is different than a NEED. WANTS appeal to the buyers emotional side of their brain while NEEDS appeal to the rational side of the brain. (Studies show people buy emotionally AND justify the purchase rationally so we want to address both.)
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  • 7
    They buy your products / services for a rational reason. What is it?
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  • 8
    Is it a committee decision? Review Proposals? Interview Your Staff? Capabilities Presentation?
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  • 9
    List as many as needed. They often vary from company to company.
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  • 10
    These may be low revenue and low margin products / service, or simply ones that every company needs. Provide a description of why they are the most popular, and their transaction value and profit margins.
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  • 11
    List the products or services that have the highest profit margins. Maybe because they are the easiest to implement, or can be handled by lower-end staff or simply have the highest margins.
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  • 12
    List the products or services that often sell fast, maybe because they are a commodity vs a more "solution" sale.
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  • 13
    List any product or service that you want to sell in the US but needs some modification. List the modification (ie: electrical, color, design change, packaging, etc)
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  • 14
    List those products or services that can be used as "entry" sales and result in a relationship with the customer and additional sales.
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