And that’s where OPERATION GODFATHER comes in.

OPERATION GODFATHER is a turnkey incentive marketing initiative developed specifically for wholesale distributors who, for the most part, are dealing with companies where the “decision makers” are also the business owners, and therefore have the authority to accept "Big Splurge Awards."  This is in stark contrast to those companies where the “decision makers” are prohibited from participating in incentive programs.

Since the sole purpose of OPERATION GODFATHER is to increase customer share, it should come as no surprise that the process begins with identifying those customers that provide the highest potential for significant growth.  “As they say, “Fish where the fish are.”

Core Customers
Core Customers are the top 20% of your customers that are responsible for 80% of your gross profit. Of course, the ratio is not always 80/20. Sometimes it’s 75/25, 70/30, or even 90/10. However, the situation the ratio describes is always the same: the vast majority of your customers generate a fraction of the business that your Core Customers produce.

Sleeping Giants
Sleeping Giants are those high volume customers who are currently giving the lion’s share of their business to the competition, and therefore have a very high potential for significant growth.

Hot Prospects
Hot Prospects are those high volume buyers who are currently not giving you any of their business and also provide an excellent opportunity for significant growth.

Low Impact Customers
Low Impact Customers are those customers who, for one reason or another, have no potential to become Core Customers.

In the current economy, you cannot rely on your Core Customers to generate significant bottom line growth.  The only way you can profitably grow your business is to take bold steps to force those Sleeping Giants and Hot Prospects to reconsider how they divvy up their spending.  Remember, in most cases you won’t be pushing for all of a targeted customer’s business—just a bigger slice of the proverbial pie.