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Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
Growth Channels
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Growth Channels

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for script see http://kamraan.com

for script see http://kamraan.com

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  • 1. FROM PRODUCT TO EXPERIENCE CUSTOMER EXPERIENCE FROM PRICE TO EXCHANGE “HOW” MAY MEAN MORE TO CONSUMERS THAN “HOW-MUCH” YOU CAN ENGAGE IN EVER MORE PROFITABLE INTERACTIONS WITH CUSTOMERS WITHOUT NECESSARILY REQUIRING THEM TO GIVE YOU ANY MORE MONEY” Awareness Investigation Consideration Purchase Use Satisfaction Loyalty Advocacy Lead Bidding & Branding Negotiation & Fulfillment Customer Retention & WOM / Generation & Proposal Up / Cross sale Close Service Referral Qualification Pre-Purchase Purchase Post-Purchase
  • 2. TOUCH POINT Atomic structure of customer experience A TOUCH POINT REPRESENTS EVERY TIME YOUR CUSTOMER COMES INTO CONTACT WITH, OR ‘TOUCHES’ YOUR BRAND AND ANYTHING AND EVERYTHING ASSOCIATED WITH IT. USING THE PRODUCT OR SERVICE ITSELF IS THE MAIN TOUCH POINT. SO IS AN ADVERT FOR THE BRAND, THE PERSON WHO PICKS UP THE PHONE WHEN CUSTOMER ORDER, THE DELIVERY MAN, THE INVOICE LETTER, EVEN A COMMENT FROM A FRIEND ON YOUR BRAND OR CUSTOMER SERVICE.
  • 3. NOT EVERY CHANNEL IS SUITABLE FOR CHANNELS ESTABLISHES TOUCH POINTS PROVIDING THE BEST CUSTOMER EXPERIENCE AT EVERY LEVEL TO MAKE A SALE AND RETAIN THE CUSTOMER.
  • 4. AS A GENERAL RULE, WHEREVER YOU FIND A LARGE GROUP OF PEOPLE WHO ARE BAFFLED BY COMPLEXITY, YOU WILL FIND A SMALLER GROUP OF PEOPLE MAKING A GOOD LIVING SCREWING THEM.
  • 5. RECOGNIZE THE FACT THAT EACH CHANNEL COSTS CHANNEL HAS ITS OWN ASSOCIATED COSTS Typical transaction costs by channels: $5,000 - 7,500 industrial product 1200 1000 Typical transaction cost ($) 800 600 400 200 0 Internet Telesales Volume Distributors Value-added Partners Field Sales Force ($20 - $150) ($50 - $150) ($400 - $500) ($500 - $600) ($1,000) Value-added of channel in the sales process low high
  • 6. SALES FORCE ‘S TRANSACTION COST $100 $100 $100 $100 $100 $100 $100 $100 Sales Force Total Cost Per Sales Transaction: $800 Value added Resellers Cost of Sale Distributors Volume Call Center Internet Awareness Investigation Consideration Selection Purchase Use Loyalty Retention, Cross & up Advocacy Branding Lead Generation Prospecting Negotiation & Close Fulfillment Support, Service & WOM / Referral Care Sale
  • 7. INTEGRATED MARKETING CHANNELS Sales Force $100 $100 $100 $100 Value added Resellers $50 Cost of Sale Total Cost Per Sales Transaction: $470 Distributors Volume Call Center $10 Internet $5 $5 Awareness Investigation Consideration Selection Purchase Use Loyalty Retention, Cross & up Advocacy Branding Lead Generation Prospecting Negotiation & Close Fulfillment Support, Service & WOM / Referral Care Sale
  • 8. STEPS TO: INTEGRATE MULTIPLE CHANNELS INTO ONE CUSTOMER RELATIONSHIP CYCLE.
  • 9. CHANNEL MIX CHANNELS IN A MIX JUST COEXIST, EACH PROVIDING A DIFFERENT ROUTE TO CUSTOMERS.
  • 10. CHANNEL REVENUE FROM VERTICAL-MARKETS REVENUE FORECAST TO DISTRIBUTION-BASED REVENUE FORECAST
  • 11. SELECT THE LOWEST-COST CHANNEL INTEGRATE CHANNELS WHICH CAN ADEQUATELY ACCOMPLISH A TASK
  • 12. MAJOR ROI DOUBLE DIGIT REVENUE GROWTH AND THE SLASHING, AT A MINIMUM, OF 10 TO 15 PERCENT OF SELLING COSTS – ABSOLUTELY REALISTIC RESULTS THAT HAVE BEEN ACHIEVED CONSISTENTLY BY THE COMPANIES THAT HAVE BECOME SERIOUS ABOUT GO-TO-MARKET INNOVATION. LAWRENCE FRIEDMAN, GO-TO-MARKET STRATEGY
  • 13. NO ONE REACHED TO GREATNESS JUST BY THINKING ACT! DO SOMETHING, ANYTHING!
  • 14. START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT. CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS. WWW.CPSPHERE.COM | 310.645.0707 | GROWTH@CPSPHERE.COM 5777 W. CENTURY BLVD. SUITE 1250, LOS ANGELES, CA 90045

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