A short presentation on the importance of keeping control of your prospect and customer data base.

1. Jon Turino
Marketing Strategy Consultant
503-877-4609 jon@jonturino.com
www.www.jonturino.com
KEEPING CONTROL OF YOUR
CONTACTS

2. Once Upon A Time…
Easy to test PCB assembly
Automatic Test
Equipment System
Hard to test PCB assembly
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3. I Wrote A Book…
 Seventy Seven Pages
 Double spaced Design for
Testability
 Hand drawn diagrams
 Beautiful Walnut Cover Jon Turino
 Self Published
 Price: $95 Logical
Solutions
Incorporated
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4. And I Sold Some Books…
Ad in Electronic Test
Magazine = $1,800
Actually… a lot of books!
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Jo
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Inc olu ic
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te
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5. And Became a Seminar Leader…
The “Pope” of
Testability! For hundreds of electronics
companies world-wide for
many years…
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6. I Took the Book Public…
$39.95
And killed the seminar and consulting business…
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7. And Look What Happened…
Self Published @ $95 Van Nostrand Reinhold @ $39.95
Buyer had a real problem Buyer might have a real problem
Profit per book = $80 Profit per book = $6
3 year sales > 1000 books 3 year sales > 3000 books
$80,000 in book sales revenue $18,000 in book sales revenue
Seminar revenue steady at Seminar revenue declined rapidly to
> $200,000 per year < $50,000 per year
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8. So WHY Did That Happen?
• Book customers had a problem either way
• Problem more severe for $95 customers
• WHO was buying the $39.95 book?
• Had the Design for Testability market
dried up?
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9. So On To Another Topic…
Early 1991 Late 1992
$150 $29.95
And the same thing happened again … only faster!
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10. So WHY Did That Happen?
• Book customers had a problem either way
• Problem more severe for $150 customers
• WHO was buying the $29.95 book?
• Had the Concurrent Engineering market
dried up?
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11. A Total Contact Disconnect!
 It was no longer possible to determine WHO
was buying the books
 Person with really painful problem?
 Person mildly – or even very – interested?
 There was no one to call to inquire about the
possibility of doing a seminar or some
consulting work!
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12. The Moral of the Story…
 Your list of contacts is your most important
asset.
 Build it
 Nurture it
 Safeguard it
 If you lose the direct connection to your
prospects and customers, you will lose your
business!
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