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Customer Manufacturing Group
In This Issue
Scatter Diagrams
Do You Know Who is Really Making the Decision
Hot Mama
Stop Guessing
If More Sales People Could Just be Better
More Information 



 

 


Scatter Diagrams

There are many process improvement tools available to help companies manage and improve business processes. New ones are created regularly and many are adapted or modified. Quality guru, Ichiro Ishikawa, taught that 90% of business problems can be solved with the Seven Tools of Quality. We concur. This month's paper addresses the last of these, Scatter Diagrams. 

 

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Customer Manufacturing Update
March 2012

Dear Mitchell,

 

Here is your March Customer Manufacturing Update. We have discussed the Seven Tools of Quality in the past and the power these tools can provide for a fraction of the training investment of a 6-sigma program. This month's paper covers the last of these tools, Scatter Diagrams.
Do You Know Who is Really Making the Decision?
  

As discussed in the book, The Secret to Selling More, knowing Who you should target is a key responsibility of Marketing. And that Who may be changing.

 

A study by Yahoo found that slightly over 50% of men feel they are responsible for the grocery shopping in their household. Yet packaged goods advertisers still primarily or exclusively target women.

 

What's changed in your market? Even if the ultimate decider has not changed, what about the make-up of the influencers? Do you have a current, useful, influence map?

 

The great recession changed many things. Are you on top of what that means in your market as the economy continues to improve?

Hot Mama

 

Competing with the big box super stores is tough for today's retailers. And their equivalent exist in every category, except truly emerging markets. So competing is tough for everyone, except those who recognize it's not about competing with the category leader. It's about doing what they don't, which is needed, wanted and demanded by enough customers to create a business that meets your goals.

 

An example is Hot Mama. This Midwest U.S. (currently) retailer focuses on mom's with young kids. They have set the store up so kids love to go there and they have things to do so mom can shop. The aisles will handle double-wides (strollers) and the sales associates are also babysitters. Megan Tamte, the CEO, knows what her customers need to make the shopping experience work.

 

Then there are the clothes and the staff. She carries over 200 brands in the 17+ store locations and she does not carry "mom jeans" or sweatpants. The edgy name also reflects her focus on women (25-65) who "... want to be hot." Their President, Kimberly Ritzer says, "Our stylists can outfit any woman ... based on her body the minute she walks through the door, but they also build personal relationships to find a style that makes her feel comfortable. It's like shopping with a girlfriend."

 

The world does not need you to replace the current category leader in your industry. However, there are almost always under-served segments in the market. Find one you can serve to meet its needs, wants, and demand.

Stop Guessing

 
 

As more marketing moves to the Internet, the skills and tools of the direct marketer become more relevant, even if you are not selling directly. Direct marketers have always relied on testing and measurement to improve. If you didn't, you went broke. From the days of Roger Horchow and his classic book, Elephants in Your Mailbox to today's Internet marketing gurus, the tools of the direct marketer are requisite.

 

 

A article in Forbes talked about how Brandon Hidalgo uses "pinpoint direct marketing" to sell $110MM in education DVDs in an age of free information. You can apply the techniques Brandon uses yourself. Using Google Optimizer and Design of Experiments (DOE) methods, among others, you can improve your results with data rather than guess-work. Today's marketer must be aware of the analytics tools available to eliminate hope as your primary strategy.

 If More Salespeople Could Just be Better 

 

The Harvard Business Review had a short article entitled "Do You Really Know Who Your Best Salespeople Are?" In this article the authors attempt to explain how the behavior of sales people affect their ability to be effective. They based the research on observation of 800 sales people.

 

Their conclusion: Of the eight "types" they identified, only three are effective. Those three are called "Experts," "Closers" and "Consultants." The ineffective types are:

  1. Storytellers
  2. Focusers
  3. Narrators
  4. Aggressors
  5. Socializers

The three effective types supposedly represent 37% of sales people, but they also note that only 1 in 250 sales people exceed their targets.  Either targets are unrealistic or 37% is too high. Or the remaining issue is not in Sales, which is the premise of the book The Secret To Selling More.

 
 
 
Free Reading Guide

If you have a copy of our book Value Acceleration, you can download a free reading guide to help you and your team get the most from the book. (And btw, the book has been updated for 2012 and is also available in a Kindle edition.)


We appreciate your feedback to help improve these

Updates. If there are others you feel would benefit from this issue, use the Forward email link just below on the left.

 

Sincerely,

 

MGSig

Mitchell Gooz

 

Customer Manufacturing Group, Inc.

www.customermfg.com

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