We know you’re successful business people. (I mean, you’re reading StraightPassThrough.biz, right?) And this means you probably have a pretty good idea who your customers are.

But what if you could use your processing statement to really market to specific customer groups? What if your statement was a powerful sales analysis tool?

Wow.

The statement, when you are receiving some form of SPT, is probably the most overlooked marketing and analysis tool. Imagine the following scenario:

Let’s say your average sale is $150. Now, for this example, you look at your statement and realize that a large percentage of your customers are using Rewards/Enhanced cards (the cards that give cash back or airline miles or whatever). On a whim, you divide the $ volume of Rewards/Enhanced transactions by their # volume.

Omigosh! That average ticket is only $75! That’s only half your total average ticket! From a marketing or positioning point of view, this would be a disaster. You see, most people who get Rewards and Enhanced card offers are usually good credit risks and more affluent than the average card holder. They should be spending more money, not less.

In this instance, you may create a campaign to push a few higher ticket items, or create some package deals to entice this audience to spend more with your company.

This is a simplistic example, but a powerful one. An SPT statement can also be used to make sure you are aiming your goods/services at the correct audience in the first place…or successfully doing so. You’d be surprised how many companies believe their credit card business is B2B when their statements claim it’s B2Consumer. And vice versa.

So pull out that statement and see who your customers are and if you’ve positioned yourself to best service them! And then keep looking to see how well you’re pulling it off. You might find this is the best marketing and sales analysis tool you’ve got.

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1. Who you surround yourself with shapes your life – I can’t really explain how this works but I know, from experience, it does. So I want to be surrounded by cool, integral, creative and progressive clients.

2. Why not be proud of what you do? – Are you proud of who your clients are? I was speaking with a co-worker yesterday who was speaking about how he won Coca Cola’s business over ten years ago. He was bragging about how he did business with a cool client.

3. Cool clients know other cool, potential clients – Ever the heard the saying, "like attracts, like?" Again, my experience tells me this is true. If you prove your self to be a cool business person, I guarantee you will be introduced the others just like your self.

4. Why not enjoy what you do? If you are working with boring, unethical, unsuccessful business that lack vision and creativity how much fun could that be. Look for people and businesses that you look forward to calling or visiting.

These four points are pushing to come up with a definition for what a cool client is; here is my first attempt:

Cool Client = A business or person you esteem highly and enjoy working with

I really think it is that simple – work with businesses and people you respect, be worthy of earning their business and once you have earned their business go above and beyond their expectations.

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1. Woot.com – “one deal, one day” this company sells t-shirts, wine and electronics. Each day they list a product available at an incredible price that is only available for that day.
2. Hollywood Bowl - If you have ever been, you know why I think this place is cool. For some reason they sell there own tickets, so I am going after them.
3. The Spaghetti Factory - If you live in the western U.S. you probably have eaten here. This place is cool because they have architectural salvage to decorate their restaurants. Whichever location you eat feels like you are sitting in a mansion built around the turn of the century. Here is a link to a virtual tour of one location near my home.
4. B&B Old Mills Sales – They sell flooring, counter tops and rugs. Doesn’t sound too cool? Well guess who owns this business – former Anaheim Angel (and Phillies) catcher, Bob Boone. With me being a life long Angle fan this business is very cool to me (See also).
5. Roger Dunn Golf Shops – They have been the best golf shop in the west since I started playing golf at age 12. In fact my parents bought my first golf clubs there. They have twenty one locations and are growing. What golf isn’t cool? Have you ever heard of Tiger Woods?

So there are my top five; do you know of any other cool companies I should go after? Please let me know by commenting below. Also, what cool clients do you have?

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