for script see http://kamraan.com

1. CUSTOMER NEEDS / REQUIREMENTS / DEMANDS
WHY DOES CAMPBELL MAKE FOUR DIFFERENT KINDS OF ITALIAN SAUCES:
BECAUSE THEY CAN?

2. MARKET
Screw everybody else. This isn't
FOCUS
democracy; this is capitalism.
Marketers should not fall into the PR-
induced trap of attempting to make all the
people generally happy all the time. Define
who your target market is and do all in your
power to inspire their love, belief and
allegiance.
KARL MARX

3. HOW
TO SEGMENT A MARKET
MARKET SEGMENTATION:
IT‟S NOT ABOUT HOW DIFFERENT EACH GROUP IS,
IT „S ABOUT
HOW ALIKE EACH CUSTOMER IS.
DEMOGRAPHICS ( AGE, GENDER, GEOGRAPHY)
PROFITS | BEHAVIORS | BENEFITS

4. SECRET TO SELL
AS THE MATTER OF
FACT THE EARTH
REVOLVES AROUND
Nicolas Copernicus
SUN ME!

5. CUSTOMER EXPERIENCE
“DEAL WITH THE WORLD AS IT IS, NOT
HOW YOU'D LIKE IT TO BE.”
– Jack Welch

6. CASE STUDY: BLOCKBUSTER VS.
Learning Planning Browsing Choosing Renting Viewing Returning Exception(Late Fee)
1 2 3 4 5 6 7 8
Learning Planning Browsing Choosing Renting Viewing Returning Exception(Late Fee)
positive
N N N N N N N
M M
NETFLIX
Above the surface
neutral
customer experience
M
N
MEDIA RENTAL COMPANY
negative
M
Below the surface
N
customer experience M M M M
Customers’ Responsibility
M Blockbuster + Hollywood N Netflix

7. CUSTOMER RELATIONSHIP CYCLE
AWARENESS BRANDING
INVESTIGATION LEAD GENERATION / QUALIFICATION
CONSIDERATION ? BIDDING / PROPOSAL
PURCHASE NEGOTIATION / CLOSE
USE FULFILLMENT
SATISFACTION CUSTOMER SERVICE
LOYALTY RETENTION & UP / CROSS SALE
ADVOCACY WOM / REFERRAL
Awareness Investigation Consideration
Purchase Use Satisfaction Loyalty Advocacy
Lead Bidding &
Branding Negotiation & Fulfillment Customer Retention & WOM /
Generation & Proposal Up / Cross sale
Close Service Referral
Qualification
Pre-Purchase Purchase Post-Purchase

8. BETTER ALIGN OFFERINGS AND WAYS OF
PRACTICAL EXAMPLE
DOING BUSINESS SO THEY MATTER TO
CUSTOMERS AND ARE HARD FOR
COMPETITORS TO COPY.

9. THE PERSONAL TOUCH
THE PERSONAL TOUCH. THE MORE YOU TREAT YOUR CUSTOMERS AS INDIVIDUALS, THE MORE
MOTIVATED THEY ARE TO LISTEN TO WHAT YOU’RE SAYING AND BUY WHAT YOU’RE SELLING.

10. START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES
THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT.
CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND
MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS.
WWW.CPSPHERE.COM | 310.645.0707 | GROWTH@CPSPHERE.COM
5777 W. CENTURY BLVD. SUITE 1250, LOS ANGELES, CA 90045