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Customer Retention: The Key to Business Success

2 Days Classroom Session   |  
2 Days Live Online
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Professional Credits


ASPE is an IIBA Endorsed Education Provider of business analysis training. Select Project Delivery courses offer IIBA continuing development units (CDU) in accordance with IIBA standards.


Select courses offer Leadership (PDU-L), Strategic (PDU-S) and Technical PMI professional development units that vary according to certification. Technical PDUs are available in the following types: ACP, PBA, PfMP, PMP/PgMP, RMP, and SP.


Managing customer relationships, with the goal of retaining customers for life, is one of the most important requirements for a business to survive, especially in a tough economy. Designing a solid sales process, training your sales organization, and developing an effective CRM (Customer Relationship Management) strategy, are critical steps to achieving this goal. This course discusses how you should develop a customer retention strategy for your business, and what needs to be done to ensure success of your customer relationship implementation.

This course will explore how your company can develop and deploy a customer retention strategy by building a customer-focused culture within your organization and by implementing key strategies for success. It will instruct attendees how to develop a strong, consistent and successful corporate strategy and sales organization that's focused on customer acquisition and retention.

Like many companies today, you may be losing customers to your competitors, experiencing a shrinking market share, or having problems getting your sales reps to perform effectively and consistently. You may be wondering why some sales reps exceed while others struggle, why you aren't making your revenue projections, or why your customers aren't loyal to you. This course will help you with these issues and more, by demonstrating how your company can develop a sales process, define your sales training requirements and design a CRM strategy for your business.

Improve customer retention
Identify the best practices of your sales reps
Create sales processes to satisfy your customers' needs
Increase the productivity of your sales teams
Reduce sales cycles
Optimize resources
Measure results
Dramatically increase revenue
Align your marketing & sales activities
Implement a CRM strategy for your business
Upcoming Dates and Locations
All Live Online times are listed in Eastern Time Guaranteed To Run

There aren’t any public sessions currently scheduled for this course, but if you fill out the form below, we can tell you about how we can bring this course to you!

Course Outline

1. Market Overview

  • Introduction & Course Overview
  • Impact of Losing Customers
    • The effect of dissatisfied customers
    • The high cost of acquiring new customers
    • The low cost of retaining existing customers
  • Retention versus Acquisition

2. Customer Segmentation

  • 80/20/30 Rule
    • Where your revenue comes from
    • Identifying profitable customers
  • What's Causing Businesses to Lose Customer Focus
  • Introducing Customer Relationship Management

3. Customer Loyalty

  • What are your Customers Thinking?
  • What is "Real" Loyalty?
    • Customer satisfaction versus retention
    • How to recognize loyal customers
  • The Loyalty Hierarchy
    • Increase profits with value propositions
    • Short-term versus Long-term customers

4. The CRM Process

  • Defining the Sales Process
  • The Corporate Silo
  • Building a Sales Process
    • The lead-flow process
    • How departments interrelate
  • Life Cycle Management
    • Marketing – sales – support
    • Earning the right to sell to existing customers

5. Where to Begin

  • Why CRM Projects Fail
  • Benefits of Developing a CRM Strategy
  • Begin With a Plan
    • Determining business goals and justifying investments
    • Doing a "GAP" analysis
  • Collecting Customer Information
  • Knowing Your Customer Profiles
    • Marketing to the right targets
    • Using an integrated database

6. The Sales Process

  • The 3 Key Components for Sales Success
    • The P.E.A.K sales process
    • The sales funnel
  • Pipeline Management
    • Misaligned vs. aligned sales pipeline
    • Benefits of a good sales pipeline
  • Sales Training
    • The relationship to the Sales Process
    • Sales training's goals

7. CRM Technology's Role

  • CRM Misconceptions
  • How CRM Technology Can Help
    • Deploying your process
    • Replicating best-practices
    • Productivity tool
  • CRM Product Choices, Platform Choices, and Product Requirements

8. Aligning CRM Strategies

  • CRM Alignment Components
  • Impact of Misaligned Strategies on Retaining Customers
  • Selling the CRM Process to Sales
  • Increasing CRM User Adoption Rate
    • The compensation plan
    • Aligning it with corporate strategies
  • The Marketing Strategy
    • Managing leads
    • Using CRM for Marketing campaigns

9. Smart Marketing

  • Mass Marketing is Dead
  • Personalization – The new deal
  • Market better – sell more
  • Using CRM Technology
  • Automating Customer "Touches" and Drip Marketing
  • Determining Qualified Leads
  • Marketing program investment calculator
  • Customer Lifetime Value (LTV)
  • Variable Data Marketing
  • Personalized marketing messages
  • Aligning your campaigns with your customers' points of entry
  • Prospecting & Lead Generation
  • Finding leads the new way
  • Using LinkedIn and (Jigsaw) to prospect
  • Matching leads to customer profiles

Real-World Practice Exercises
These hands-on breakout sessions will be held throughout the class.

  1. Calculate what it will cost you and how many customers you'll end up with using an acquisition versus a retention strategy.
  2. Determine which of your customers are in the top, middle and lower segments of the bell-curve.
  3. List what types of loyalty your customers have for your company? Why? What can you do to improve it?
  4. Develop a CRM Process (using the Workflow diagram) for your company.
  5. Design your own Sales Pipeline with as many "layers" as needed for your business, while aligning them to the P.E.A.K Sales Process.
  6. Describe your Corporate & Sales Strategies. Identify how your sales team is incented to deploy your various strategies and increase user adoption.
  7. Sales & Pricing Strategies. Align your pricing and sales compensation strategies to properly motivate your teams.
  8. Explore what Lead Generation methods and systems you could/should be using.
  9. Define your ideal Customer Profiles.
  10. Calculate your Marketing Campaign Investment and Life-Time-Value of your customers by using the Marketing Investment Calculator.
  11. Determine how to align your Campaigns with your Customer Entry Points.
  12. Describe ways you can Proactively Retain Your Customers.
Who should attend
  • CEO/President
  • Business Owners
  • Vice President for Sales
  • National Sales Director
  • Regional Sales Director
  • Regional Sales Manager
  • Channel Director/Manager
  • Marketing Director/Manager
  • Account Executives
  • Account Advisors