Business Systems and Processes.

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Marketing Systems: Eight Rules of Customer Acquisition!

In the Deep Space Nine episodes of the American television series, Star Trek, we become acquainted with an extraterrestrial race known as the Ferengi. These shrewd and uber-capitalist traders are obsessed with profit and will use any means to get a financial advantage over others.

Ferengi Quark - Profit Rules

The Ferengi business philosophy is contained in a set of guiding principles known as “The Rules of Acquisition.” Some of their more benign rules include:

  • #13 – Anything worth doing is worth doing for money.
  • #80 – If it works, sell it. If it works well, sell it for more. If it doesn’t work, quadruple the price and sell it as an antique.
  • #84 – A friend is not a friend if he asks for a discount.
  • #107 – A warranty is valid only if they can find you.
  • #124 – Friendship is temporary, profit is forever.
  • #126 – A lie isn’t a lie, it’s just the truth seen from a different point of view.
  • #141 – Only fools pay retail.
  • #155 – What’s mine is mine, and what’s yours is mine too.
  • #187 – Borrow on a handshake; lend in writing.
  • #208 – Give someone a fish, you feed him for one day. Teach him how to fish, and you lose a steady customer.

Quark, the memorable Ferengi bartender, after attending the funeral of a friend, remarked, “They gave him the highest tribute you can give to a person; he was a good customer.”

We all love good customers. They are the life-blood of our business. And we could all use more of them (no Ferengi pun intended).

However, the harsh reality is this: “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust” (Zig Ziglar). At any given time, only about 10% of people are open to the idea of buying your product or service, and just 3% are ready to purchase. So, you have to have great marketing and sales systems to find and win over those few prospects.

Here are eight of Ron’s Rules for Customer Acquisition:

# 7 – Know well your most probable customer.  Know who they are, where they are, what they buy, and why they buy. How can your products or services take away their pain or fears? How can you improve their business and/or personal life? Do you know exactly what they want and expect from your company? Ask them if necessary.

#11 – Focus only on your target market. Your target market is the only market that matters to you. Seek to become remarkable and to dominate it! Don’t try to be all things to all people. Concentrate selling activities on the market segment that has the highest probability of purchasing your product or service. Position your offering with laser precision so that you are clearly the best option they have.

#14 – Differentiate your company. What is your unique selling proposition or competitive advantage? Can you set yourself apart with any of the following: exclusive products, features, or benefits; exceptional quality or performance; innovative solutions or technology; extraordinary service; distinctive sales, marketing, or advertising methods; special pricing; extra-fast distribution or delivery; “killer customer care”; strong guarantee or warranty, or perhaps financing or leasing. Find some way to “stand out like a purple cow in a field of brown cows” (Seth Godin).

#19 – Send the right message.  Communicate a clear, powerful message that shows why you are unbeatable. There is great power in specifics. Quantify, compare, or demonstrate your advantage or claims. Avoid the mindless fluff. Jim Rohn describes a three-step process to be a master communicator. “First, have something good to say. Second, say it well. And third, say it often.” Focus on the customer’s emotional needs and wants (benefits) and use logic (features) to support it. Discover the essential message that resonates with your potential customers. In a noisy world, your ideal customers will hear your call.

#21 – Advance the relationship by building trust.  When working with possible buyers, be yourself—interested, curious, and engaged. Have a real dialog, and seek the best solution for your customers. Deliver on your promise, and consistently. Show integrity and professionalism. In short, follow the Golden Rule to treat others as you would like to be treated. Furthermore, be especially attentive during the initial window of opportunity—low pressure and strong follow-up. And don’t be afraid to ask for the sale if it is in the customer’s best interest.

#24 – Meet the four basic customer demands.  Whatever your business, customers always seek four things: quality, speed, value, and a pleasurable buying experience. Make sure they get it or risk losing them to your competition. “The man who will use his skill and constructive imagination to see how much he can give for a dollar, instead of how little he can give for a dollar, is bound to succeed” (Henry Ford).

#28 – Make an offer they can’t refuse.  When your prospect has heard your persuasive message and is ready to buy, make an offer so compelling he or she would be crazy to buy from anyone else. The simple formula is given by Rick Shefren, online marketing authority, “Create an irresistible offer. Present it to a thirsty crowd. Sell them a second glass” (The Irresistible Offer pdf).

#30 – Become a passionate Ferengi marketer. You must have the “pig-headed determination” to be a successful marketer. Create good marketing systems and commit the necessary time, effort, and financial resources over a sustained period of time. Be patient. The momentum will build. Consistency equates with familiarity. Familiarity equates with confidence. Confidence equates with sales.

If you follow the above tips and incorporate them into your business processes, you will attract and acquire more and more customers. Thinking as a Ferengi, “Enough… is never enough” (Rule #97).

*****Special Alert: My Retirement is Your Gain*****

To give back to the entrepreneurial community, I HAVE DECIDED TO GIVE AWAY MY VALUABLE SYSTEMS-BUILDING SOFTWARE, ecOURSE, AND OTHER INFORMATION ABSOLUTELY FREE. By filling out the form on this page, you will go directly to a download page. This is not hype. There is no catch. You will receive a software product and a “college equivalent” eCourse on how to develop effective business systems and processes. Customers have been paying for this software and eCourse for fourteen years (see What Cutomers Are Saying).

I will show you how to eliminate business frustrations and make more money by creating remarkable systems and processes that boost customer loyalty, profitability and growth. The application of these strategies has proven to be of great worth for owners of many small and mid-size businesses. Put me to the test!

You will learn the following, and much more:

  • How to become a Systems Thinker and raise your business I.Q. by 80 points—OVERNIGHT.
  • What six elements are found in every great business system.
  • How you can remove waste and inefficiency, and build a results-driven organization.
  • Why good systems and processes are the essential ingredient to start, grow, fix or franchise (replicate) your business.

You have nothing to lose and everything to gain. I will not be trying to sell you because you are getting everything for FREE, much more than I have described here. I won’t be contacting you; however, you can contact me for help with the software or your business at any time. Please browse around my website. If you have any questions, email me, Ron Carroll, at

I hope you enjoy and benefit from this FREE offer. It was a labor of love for me to develop. Becoming a Systems Thinker and using the Box Theory™ methodology will be one of the best decisions you have ever made.

I’ll be cheering you on from my quiet fishing hole in the mountains of Utah.

I want to learn how to create remarkable business systems …

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It's time for me to focus on other things. Many hours and dollars have gone into my software and written materials over the last fourteen years. Now it's time to give back. This is not a gimmick. There is nothing to buy. I give it all to you for free. If you use the software and apply the principles, you can create a remarkable company. See Below. Have fun!

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