Chapter 2



Module 4

Bull’s Eye Marketing

Application Exercises

Bull’s Eye Marketing Initial Questions

1. What is my favorite product or service that my organization offers? Why is it my favorite?

2. Which product or service do I know the most about? Where did this knowledge come from (past experience, time spent researching, etc.)?

3. Which product or service do I make the most money from? Is it because I sell more of it or because it is more profitable?

4. Which product/service gives me the smallest number of problems? Why?

5. Which product or service is easiest to sell? Why is it the easiest (price, desirability, no competition, etc.)?

6. Who do I consider my five best clients? (Define “best” clients by what is most important to you. For now, go with your gut response.)

1.

2.

3.

4.

5.

|Bull's Eye Marketing | |Student: ____________________________ |

|Business To Business Sales |

|  |Client 1 |Client 2 |Client 3 |Client 4 |Client 5 |

|Name |  |  |  |  |  |

|Business |  |  |  |  |  |

|Job Title or Responsibilities |  |  |  |  |  |

|Industry |  |  |  |  |  |

|Size of Company (revenue or |  |  |  |  |  |

|employees) | | | | | |

|How did they come to me |  |  |  |  |  |

|originally (cold call, | | | | | |

|referral, etc) | | | | | |

|What was the first thing they |  |  |  |  |  |

|bought from me? | | | | | |

|How long did it take before |  |  |  |  |  |

|they bought? | | | | | |

|What other products have they |  |  |  |  |  |

|purchased? | | | | | |

|How many referrals have they |  |  |  |  |  |

|given me? | | | | | |

|How many other people have I |  |  |  |  |  |

|referred to them? | | | | | |

|Are they easy to work with? |  |  |  |  |  |

|Do they make quick decisions? |  |  |  |  |  |

|Do they listen and value |  |  |  |  |  |

|relationship? | | | | | |

|What other companies sell them |  |  |  |  |  |

|supplies or services? | | | | | |

|What do they sell? |  |  |  |  |  |

|Who are their clients? |  |  |  |  |  |

|Who do they sell or market to? | | | | | |

|What associations do they |  |  |  |  |  |

|belong to? | | | | | |

|How long have they been in |  |  |  |  |  |

|business? | | | | | |

|Estimated Annual Income from |  |  |  |  |  |

|this account to me | | | | | |

|© 2005 Dancing Elephants Achievement Group | | |All Rights Reserved |

|Bull's Eye Marketing | |Student: _______________________ |

|Business to Consumer Sales |

|  |Client 1 |Client 2 |Client 3 |Client 4 |Client 5 |

|Name |  |  |  |  |  |

|Employer |  |  |  |  |  |

|Job Title |  |  |  |  |  |

|Industry |  |  |  |  |  |

|Level of Education |  |  |  |  |  |

|Age |  |  |  |  |  |

|How did they come to me (cold |  |  |  |  |  |

|call, referral, etc) | | | | | |

|What was the first thing they |  |  |  |  |  |

|bought from me? | | | | | |

|How long did it take before they|  |  |  |  |  |

|bought? | | | | | |

|What other products have they |  |  |  |  |  |

|purchased? | | | | | |

|How many referrals have they |  |  |  |  |  |

|given me? | | | | | |

|How many other people have I |  |  |  |  |  |

|referred to them? | | | | | |

|Are they easy to work with? |  |  |  |  |  |

|Do they make quick decisions? |  |  |  |  |  |

|Do they listen to and value |  |  |  |  |  |

|relationship? | | | | | |

|What is their estimated annual |  |  |  |  |  |

|income? | | | | | |

|Where do they live? |  |  |  |  |  |

|How long have I known them? |  |  |  |  |  |

|Whom do they associate with? |  |  |  |  |  |

|Where did they go to school? |  |  |  |  |  |

|Why did they buy? Was it the |  |  |  |  |  |

|product or me? | | | | | |

|Estimated Annual Income from |  |  |  |  |  |

|this account to me | | | | | |

|© 2005 Dancing Elephants Achievement Group | | |All Rights Reserved |

Bull’s Eye Marketing Summary Sheet

What do your best clients have in common (other than the fact that they all bought from you)?

1.

2.

3.

4.

5.

What are some of the key differences among your clients?

1.

2.

3.

4.

5.

What information stands out to you from completing the previous form?

1.

2.

3.

4.

5.

My Bull’s Eye Market is:

______________________________________________________________________

Discussion Forum Questions

1. Reviewing your past sales experience, who are the clients that really stand out in your mind as wonderful? What characteristics do they have in common?

2. What obstacles do you see to selecting a Bull’s Eye Market?

3. How can you test your chosen Bull’s Eye Market to make sure it is a good one to target?

4. How will you identify your strategic alliances and what is your plan for staying in contact with and referring them?

5. How will having a Bull’s Eye Market change your personal sales plan?

6. How does your association or institution segment markets? How are they divided amongst the loan officers? Should any changes be made?

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