The Push is a huge entrepreneurial community in Brisbane. Their founder was looking for a speaker who could help the community with, sales and customer centricity, specifically how to profile the right customers. The event was specifically for the business owners and entrepreneurs who wanted help in defining their customers.
Founded by Jack Ferguson, The Push hold events that are hugely popular and supported by a Podcast.
Jack and I ran a workshop style event at Little Tokyo Two at Spring Hill. “How to find your awesome customer”. The workshop demonstrated how to profile, define and find your most profitable, low maintenance customer.
An enthusiastic group of entrepreneurs and curious business people turned up. They didn’t deeply understand their ideal customer just yet and were a bit frustrated with unappreciative customers. They were also frustrated with trying to meet the right type of customer to work with. And there were those looking to grow their business profitably.
Profit by Design
We started with the principles behind Profit by Design and then got into all the characteristics for defining their awesome customers.
Typically, we profile customers based on a standard set of demographics and personas. However, customers buy emotionally and then use rational information to justify the decision. So we need to ensure that the emotional behaviour displayed by the customer is part of the ‘awesome customer’ definition. Additionally, it is more about their behaviours than the standard segmentation approaches.
The evening was huge! It went for well over two-hours..! The group was deeply engaged, they worked on the templates to define their awesome customers with gusto and had heaps of questions and discussion.
Jack was kind enough to provide a testimonial, and also interviewed me for The Push Podcast.
I have been in the audience of events Mark presented at numerous times. I was so impressed that I have since invited him to speak at my own events. Mark is an engaging, knowledgeable speaker who sparks ‘ah-hah moments’ throughout his presentations. Highly recommended.
Jack Ferguson, Entrepreneur, Podcaster and Founder of The Push.
You can learn more about the customer centric approach in this article, or more on sales in the New Manifesto for Sales.
Perhaps you need a speaker for an event you are planning – check out my speaking page.