Targeting Prospects (Part 2)

In Part 1, we wrote about quality management guru, Dr. Joseph M. Juran, who referenced the 80/20 Rule (Pareto’s Principle), as a useful tool to help business owners prioritize and manage their work focus. He determined that 80% of a company’s business’ revenue comes from 20% of its top clients.

We focused on the 80/20 Rule and how it could help your business productivity:

  • Learn how to distinguish between high and low value customers.
  • Examine your “To Do” list; you may be just a few “important” issues.”
  • Risk comes in different sizes.
  • Keep tabs regularly on your 80/20 clients and replace them with customers who bring higher profits into your business.

In Part 2, we’ll consider “Practical Limits to the 80/20 Rule.”

By now, it’s apparent that the 80/20 Rule can easily be applied to both our professional and personal lives. But we need to be careful not to mismanage this tool and make serious errors.

  • Don’t just focus on the 20% at the expense of the other 80%. While you’re accountable for increased profits from your biggest clients, it’s important to “balance” your efforts with getting rid of customers who consistently bring in low profits for your company.
  • The 80/20 rule might cause you to lessen your diversification reach for investments. So, it might be a good idea to look at your overall portfolio mix and make necessary adjustments. If you keep applying the 80/20 rule, eliminating the wasteful 80%, eventually you’ll end up with nothing.
  • While 20% of planning and execution time invested in a project might generate the majority of the results, less valuable” efforts still need to be made as they contribute to the overall end result. You still need to answer emails or attend meetings – just spend less times reading emails and have shorter meetings.

So, advice from the 80/20 Rule entrepreneur, Yaro Starak? “Work hardest on elements that work hardest for you. Reward the best employees well, cull the worst. Drop the bad clients and focus on upselling and improving service to the best clients.

If you would like to know more, please contact us.

TOFU, MOFU, and BOFU Magnets

When you stack magnets, their power is exponential.

 

Stacking Magnets

 

Think about your best clients and what actions they took when first buying from you. Build magnets based on these actions. Here are examples of how to stack magnets:

 

Fractional CFO Service Company

 

  • TOFU – Cash-Flow Forecast Template for Founders.
  • MOFU – 3-part email class on “Scaling from 500K to 5M using videos.
  • BOFU – Free 30-minute “Financial Check” with a 90-day pilot option. 

 

. Residential HVAC / Plumbing Contractor

 

  • TOFU – Seasonal Maintenance Checklist to Avoid Breakdowns 
  • MOFU – Educational videos on “What To Check Before Calling For Help. 
  • BOFU – Free home system inspection plus a discount on annual plans. 

 

Specialty Retailer or E-Commerce Shop

 

    • TOFU – “Find Your Perfect Product Style” quiz with personalized recommendations and a small first-order discount. 
    • MOFU How-To Guides, Lookbooks, and Comparisons
  • BOFU – Limited-time starter kit, cart-abandonment coupons, and free shipping.

This “magnet stack” approach—clear value at each stage, linked to your core offer—will pull the right prospects from curiosity to commitment.

 

Getting it Done

 

Apex Advisory Group, a professional services firm, had four sales reps plus the owner selling and servicing clients, but deals were inconsistent and follow-up was ad-hoc.

 

Apex engaged CCC, www.cccsolutions.com, to help build their sustainable sales pipeline. The team focused on the ideal client’s journey, selected magnets, and created a sales process to manage prospects. The magnets were:

 

    • TOFU – Risk and Readiness Checklist.
  • MOFU – Quarterly Webinars and Case Studies
  • BOFU – Business Circle Invitation

 

CCC set up X2CRM to segment, track, and reach prospects and remind salespeople to follow up. At every stage, the CRM captured new information and responded based on specific prospect actions.

 

Apex Today

 

Apex now has a repeatable sales engine: Their magnets consistently attract new prospects, X2CRM nurtures and scores them, and the sales team focuses its energy on the best opportunities.

 

With CCC Solutions guiding strategy and configuration, Apex built a sustainable, measurable pipeline that increased sales while reducing the chaos of manual follow-up.

 

FREE ebook:
Build More Revenue with Less Follow Up Fatigue

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