BUSINESS CUSTOMER RETENTION
BUSINESS CUSTOMER ACQUISITION
PROGRAM for BANKS

Goal: Maintain/grow market share for business customers

Reality for Banks: Products very similar

Environment: Tough economy, businesses cutting spending

Needed Service Being Cut: Management/entrepreneur/employee training

Needed Service Being Cut: Consultants

Environment: Funding for EDCs way down

Result: More "do it yourself" without sound knowledge base

B2B Provider Strategy: Diversify/expand products/services offered

B2B Provider Strategy: Bundle services
B2B Provider Strategy: One-stop shopping for B2B customers

B2B Provider Strategy: Provide value-added services

Opportunity for Bank: Offer lunch time lecture series for entrepreneurs/managers to help fill training/consultant void helping business clients grow/succeed

Structure: (1) Free for existing business customers
(2) $99 to $149 for non-customers (sets value of free service for existing customers)

(3) Use Jay Goldberg of DTR Inc. to give lecture series – write-up of lecture series follows

(4) Use budget dollars from existing marketing/customer retention/customer acquisition line item

(5) Give lunch lectures at branches (or locations close to branches) in all applicable marketplaces

Sample Budget: Below includes consulting fee only (other expenses are lunches and, if applicable, space for lecture)

BUDGET EXAMPLE

20 branches

6 topics

each taught once at each branch (or outside location)

12-month time-period to complete

$2,700 per branch per year for customer retention/ customer acquisition

Note – cost per lecture is based on total number of lectures contracted for during a 12-month period

Regional exclusivity will be considered based on the number of lectures a bank contracts for over a 12-month period.

LECTURE SERIES

A series of lunch time lectures: 50 minute lectures for business owners/managers with a 10 minute Q&A after the lecture ends. The six topics combine to present a wide range of skills and knowledge to help businesses increase revenues and grow their bottom line so they can stay in business and be profitable for a long time.

Honing Your Sales Skills

Zig Ziglar Sales Skills - without sales businesses cannot earn revenues and, therefore, cannot survive.  While many businesses have sales training, much of that training is centered on selling that company's specific products and services.  Less time is spent on the sales process.  The beauty of Zig Ziglar's sales method is that it is centered on satisfying a need, not on selling a specific product or service.　 Therefore, it applies to all types of sales.  In fact, if Ziglar wanted, instead of a sales process he could have kept his principles in tact and called it a "dating process".  After all, when followed properly Ziglar's sales process results in meeting and connecting with people.  The goal of this lecture is for the participants to understand the Zig Ziglar sales method well enough to be able to create an effective sales pitch.

Profiting from Delivering Superior Customer Service

Customer Service Profitability – many business owners and managers look at customer service primarily as a necessary expense. However, customer service is much more. Providing good customer service leads to businesses maintaining and growing their customer bases, which means more revenue and more profits. The goal of this lecture is to inform participants how to become a customer-focused business; from setting the proper mindset through identifying all customers (internal and external), through learning methodologies on how to determine what customers truly expect, through knowing how well the business is actually performing its service delivery, through understanding the relationship between customer service and profitability. To accomplish this, in addition to customer service, this lecture will also cover market research methodologies.

Call to Action Advertising (includes online marketing strategies)

Generating an Effective and Appropriate Advertising Strategy – the goal of advertising is to increase sales, whether directly or through brand recognition (delayed sales, reminder for reoccurring sales). However, today there are more and more advertising venues making the decision where to spend valuable marketing dollars more and more difficult. From newspapers to radio to television to the Web to marketing brochures and more, there are more choices on how to spend marketing dollars to increase sales, but also more opportunities to make poor decisions resulting in money wasted. So how does a business determine which venues to use and, more importantly, what constitutes an effective campaign and an effective ad? These are the topics covered in this lecture. In addition, business owners and managers themselves are the most common and cost effective advertising outlets. When asked, "What do you do?", a succinct, informative, sales-oriented response can lead to new customers. This is where the "elevator speech" comes in and in this lecture, participants will learn how to construct and deliver a 30-second speech that can help drive business to their doors.

Using the Strategic Planning Process to Grow Your Business

Setting Business Objectives, Strategies, Tactics, and Goals - there are a number of different ways businesses/managers attempt to succeed.　 Some jump right in and see where the tide takes them.  Others plan on the fly, often reacting to what is going on at that moment in time.　 Others develop long term plans, but have no idea where they stand at any moment in regards to their long term strategy. However, successful businesses don’t grow by accident. They grow through planning and managing growth. In fact, businesses that attempt to grow without planning often fail because they do not have the foundation set to support their growth. Other times spurts of growth are mistakenly looked at as long term trends instead of market fluctuations, and businesses that commit significant funds to that spurt find themselves in a bad financial situation when the short term trend fizzles out. Therefore, strategic planning is very important, whether for an entrepreneur, or for a manager in charge of a specific department or branch of a business. This lecture presents a formal strategic planning process to the participants; a process they can use in an ongoing manner to manage growth. This process includes setting measurable goals so business owners/managers know where they stand in regards to meeting their long term plans at all times.

Generating & Strategizing Your Business Plan

Purposes and Structure of a Business Plan - if you have ever thought of starting a business, own a young business, or if your business is not doing as well as you hoped and expected, this lecture is for you.  Many people think that the sole purpose of a business plan is to obtain financing.  That is the furthest thing from the truth.  The majority of businesses fail within three years, and one of the two main reasons cited for business failures is the lack of a business plan (the other is poor management).  This lecture covers the purposes of a business plan, the structure of a business plan, the content of a business plan, and ways to research/obtain the information required in a business plan.  At a minimum, after attending this lecture you won't attempt starting business without a business plan, a fact alone that will increase your probability of success, and reduce the odds that you end up deep in debt from a failed business.

DTR Inc.’s Rules for Successful Business Management

Implementing a successful management strategy for your business – there are many different views on how to be a successful manager. Most supervisors and managers, however, don’t follow any formal management strategy, instead they manage how they feel is the best way to manage. However, poor management is one of the two biggest contributors to business failures (lack of a business plan is the other). Therefore it is incumbent on a business to set parameters on how they want their supervisors/managers to manage their staff, their work assignments, their work environment and their workplace. Rather than presenting all they various management styles/philosophies/strategies, many of which are better in theory than in practice, and many of which are fine for some, but not for others because of differences in individuals’ personalities, experiences, and knowledge; this lecture will present a common sense approach that participants can use as is, or as a base for developing their own management styles and philosophies for their businesses. An effective, defined management approach for the business will clearly show individual supervisors/managers how they are expected to manage, and help ensure that the business is successful.

CONTACT JAY GOLDBERG

JayGoldberg@DTRConsulting.BIZ (write lectures in the subject field to ensure the email does not get sent to the spam folder).