Use the same name all week — it is how your submissions are matched. Each export names its own file from it, for example 1-muchson-day2-case-file.
Module 1, Day 2 of 2
Retention Lab · Day 2
Applying Behaviour-Based Sales Strategy and Systematic Customer Retention. Three routes, one per level: study on your own, work a document from the case, and export it.
What today is about
Today is about what happens between a 's first look at your website and the day a client signs, and what happens to that client afterwards. You learn how a buyer's reason for acting decides which sales action fits, where prospects drop out of a , what three ways of keeping clients are worth in euros, and how to spend a limited budget on keeping more of them.
One case runs through the whole day: DigitalIT Solutions GmbH, a mid-size IT services vendor in Germany that sells project implementations and support contracts. The managing director's brief is three phrases long: many leads, few closings, weak retention. In a year its website had 24,000 visitors and its ended in 4 signed contracts.
One story, three steps
Part 1 · Diagnose
Where does DigitalIT Solutions lose between the website and the signature, and what does that leak cost it every year?
You finish with: Part 1 of the Case File, the diagnosis
Part 2 · Calculate
Three ways to keep clients (a personal account manager, a , a ): what does each net in euros for its 14 project clients and its 24 clients, and which do you recommend?
You finish with: Part 2 of the Case File, the calculation
Part 3 · Decide
With €150,000 and four months, which of four line items do you fund, in what order, who owns each result, and what do you postpone?
You finish with: Part 3 of the Case File, the decision
110 minutes in total: about an hour of material and an hour of task. You finish with one document, the Case File.
What's in it for you
Why this is worth your day, whatever your role: each skill below is one you can use at work next week, not only in this case.
Read a funnel by its gaps, not its countsPart 1
Counts fall at every stage of any sales pipeline, so the biggest drop is not automatically the biggest problem. Comparing each step with its , in , shows where you really lose people, and it works on any pipeline report you are handed.
Match the sales action to the buyer's reasonPart 1
Trust, price, benefit and relationship each call for different proof. You learn to name the reason first, so you stop offering a to a buyer who is worried about risk or who lost their contact person.
Put a euro figure on a retention ideaPart 2
Extra orders times the profit on each, minus what the idea costs. Any proposal you meet at work (“let's add a service”, “let's cut the price”) then arrives with a number you can defend or challenge, including a negative one.
Know when a price cut costs more than it winsPart 2
A is paid on every order, including the ones that would have come anyway. You can check its in a minute and explain to a colleague why the same discount pays in one client group and loses money in another.
Decide with a budget that cannot fund everythingPart 3
You practise choosing, starting the measurement before the action it measures, saying openly what you leave out and when you will come back to it. That is what gets a budget request approved and then carried out, in any role.
Leave with one document you can reusePart 3
A Case File in three parts: a diagnosis, a calculation and a decision. Use it as a template the next time you have to diagnose a , compare options in euros or ask for budget, and give each an owner, a rhythm and a .
Routes
Route 1 · Capstone
One complete case in under two hours: find where DigitalIT Solutions loses prospects, put a euro figure on three ways to keep clients, and decide how a €150,000 budget is spent. Study material, then one task that ends in a Case File.
| Materi A · six cards, Levels 1 to 3 | 60 min |
| Task · Case File, one task | 50 min |
| Total | 110 min |
How this site works
- Study, then task, then export: the day ends as one working document, not a quiz score. The full Level 2 and Level 3 routes are kept as optional extras behind the small button under Route 1.
- Nothing is locked. Every section and route stays open, and a suggested order is only a suggestion.
- The app shows consequences, not verdicts. It marks something only when you press a Check button, and then it gives a question, not the answer.