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Program Highlights:

• Using customer behavior to drive growth.

• Which customer behaviors are important.

• Ways of helping your sales force crack new markets.

There is always pressure on managers to increase sales volume and this is rarely easy within existing product lines. But James Hollingshead  suggests growth really is available in existing markets as long as you look for it by paying attention to the behaviors of your customers.

First, it is important to isolate which behaviors exhibited by your customers result in profitable sales and which result in losses. The next step is to segment your customer list in order to establish  specific behaviors that lead to either positive or negative results. Once the previous steps are complete you are able to design an approach encouraging the behaviors of your customers that are positive and carry good results with them. The result is a marketing plan that is very specific in terms of targeting. Dr. Hollingshead explains these principles as well as other methods that lead to the uncovering of previously ignored opportunities.
 

Jim Hollingshead heads the Monitor Group's strategic marketing arm. He led Monitor's offices in London and Istanbul before relocating to San Francisco. Dr. Hollingshead is a graduate of Stanford University, and earned his MA and PhD from the University of California, Berkeley.

Format: Video or DVD
Produced by Kantola Productions
Length: 53 mins. (2006)