Revenue Coach Shares Proven Strategies to Increase Sales

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Revenue Coach Kristin Zhivago presented proven strategies to increase sales to Newport Interactive Marketers. Attendees learned how their current customers can help them attract prospective customers.

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Revenue Coach Shares Proven Strategies to Increase Sales

  1. 1. Proven Strategies to Increase Sales Kristin Zhivago Revenue Coach Newport Interactive Marketers March 1, 2012
  2. 2. What you need to know about your buyers 1. Why they bought from you 2. How they bought from you Hint: ain’ you’ thinkin’ It ain’t what you’re thinkin’March 1, 2012 Newport Interactive Marketers 2
  3. 3. 1 What you’re doing now you’March 1, 2012 Newport Interactive Marketers 3
  4. 4. Channel & Fad Obsession – gets in the way Channels and Fads • What are others doing? • What’s “hot”? • What have we done before? • What do we think will work?March 1, 2012 Newport Interactive Marketers 4
  5. 5. March 1, 2012 Newport Interactive Marketers 5
  6. 6. Flawed sources of data Salespeople No one tells a salesperson what they’re really thinking when they’re being sold to and salespeople don’t think in trends Social Media Situation-specific; doesn’t uncover the buying process and decision tradeoffs; can magnify less-important issues Focus Groups Dominators vs. wall flowers; dominator can change perceptions; participants withhold information; top influencers never attend Surveys Questions are based on assumptions about what they want and how they buy; you never uncover nuances 3rd Parties Doesn’t uncover perceptions of YOUR company and YOUR products and YOUR salespeople and YOUR customers. Note: Case studies are almost worthless. Your company, perceptions, and situation are unique.March 1, 2012 Newport Interactive Marketers 6
  7. 7. Let’s say I am a home-based business with a wireless phone. I have come to Verizon.com to pay my bill. What am I supposed to click on?March 1, 2012 Newport Interactive Marketers 7
  8. 8. 2 What they’re doing now they’March 1, 2012 Newport Interactive Marketers 8
  9. 9. Buying has changed - radically Customers are totally in control 80% of their questions – answered by others – not you First friends; then websites; then Google Your content is very important, but . . . It’ It’s not what you say that leads It’ to new business. It’s what you DO.March 1, 2012 Newport Interactive Marketers 9
  10. 10. buying” What is “buying”? It’s a decision to exchange money for something of value. The decision involves a set of tradeoffs. The buyer has questions about those tradeoffs. The seller who answers those questions successfully will make the sale.March 1, 2012 Newport Interactive Marketers 10
  11. 11. What are the real questions? • Who are you? Specifically? • What can you do that no one else can do? • What have others thought of you? • What’s going to happen to me after I buy?March 1, 2012 Newport Interactive Marketers 11
  12. 12. buyer’ journey” The “buyer’s journey” They ask certain questions in a certain order. They have a buying process If you map it out – you will be able to support them at every step They will buy if you answer their questions, at every step If you guess, you loseMarch 1, 2012 Newport Interactive Marketers 12
  13. 13. The four types of products/services Light See it Buy it Scrutiny Medium Ask Buy it See it Scrutiny ???? Ask Heavy Involve Involve Test Sign See it ??? Scrutiny Others Sales Drive Contract ??? Ask Intense Involve Involve Test Sign Get See it ????? Scrutiny Others Sales Drive Contract Married ?????March 1, 2012 Newport Interactive Marketers 13
  14. 14. 3 How to sell the way they buyMarch 1, 2012 Newport Interactive Marketers 14
  15. 15. The Secret Your current customers will teach you how to sell to your prospective customers, if you ask them the right questions in the right way.March 1, 2012 Newport Interactive Marketers 15
  16. 16. Why current customers? They know you They like you They want to help you They will tell the truth, now that you are no longer selling to them They succeeded in buying something from you!March 1, 2012 Newport Interactive Marketers 16
  17. 17. The Roadmap To Revenue Discover Debate Deploy Stop trying to Resolve the Map out their sell” “sell” and differences buying process so market.” “market.” between what you can support it they want and at every step. Interview, Interview, what you sell; how create reports, Build an Action they buy vs. how summarize, Plan. you sell; and what analyze, you promise vs. Stay on the recommend. what they want Road. delivered.March 1, 2012 Newport Interactive Marketers 17
  18. 18. Discover Interview current customers by phone (yourself or another) Ask open-ended questions Record and transcribe Anonymize and categorize Analyze, summarize, and recommendMarch 1, 2012 Newport Interactive Marketers 18
  19. 19. What should you ask them? How do you feel about our product/service? What was your buying process? Are our prices fair? What is your biggest problem/challenge? What trends do you see in your/our market? If you were the CEO of our company tomorrow, what would you fix? What did you type into Google when you first started searching? How would you refine? Anything I should have asked?March 1, 2012 Newport Interactive Marketers 19
  20. 20. What will you learn? Why they bought and how they bought Concerns and questions How you satisfied those concerns What they now tell others What they typed into Google – FIRST (not what is in your web logs) Trends and challenges (your opportunities) Weaknesses of competitors What you should be saying and where you should be saying it What is broken, what should be fixedMarch 1, 2012 Newport Interactive Marketers 20
  21. 21. Analysis/Summary of the interviews Identify the main themes – they always emerge by the 7th phone call Identify their Critical Characteristic Identify the promise they want you to keep * * * Create a Conversation Report and an Executive Summary/Recommendations Report Use the data in a Brainstorming & Planning MeetingMarch 1, 2012 Newport Interactive Marketers 21
  22. 22. The Roadmap To Revenue Discover Debate DeployStop trying to Resolve the Map out their sell”“sell” and differences buying process so market.”“market.” between what you can support it they want and at every step.Interview,Interview, what you sell; howcreate reports, Build an Action they buy vs. howsummarize, Plan. you sell; and whatanalyze, you promise vs. Stay on therecommend. what they want Road. delivered.March 1, 2012 Newport Interactive Marketers 22
  23. 23. Debate Discuss barriers to the sale – and how to remove them Build the promise you will keep (your brand): Product/Service Passion Policies People Processes Create copy that is relevant and specific Agree on what you will be doing/saying and where you will be saying itMarch 1, 2012 Newport Interactive Marketers 23
  24. 24. The Roadmap To Revenue Discover Debate DeployStop trying to Resolve the Map out their sell”“sell” and differences buying process so market.”“market.” between what you can support it they want and at every step.Interview,Interview, what you sell; howcreate reports, Build an Action they buy vs. howsummarize, Plan. you sell; and whatanalyze, you promise vs. Stay on therecommend. what they want Road. delivered.March 1, 2012 Newport Interactive Marketers 24
  25. 25. Building a Buying Process Map Example of an Intense Scrutiny Buying Process Map Ask See it Involve Involve Test Sign GetStage ????? Others Sales Drive Contract Married ?????Who’sInvolvedTheirquestionsAnswers thatsatisfy themTools &channelsMarch 1, 2012 Newport Interactive Marketers 25
  26. 26. The Action Plan • What you will promote and how • What you will fix in the background • Assign projects to get this done • Build a Marketing MachineMarch 1, 2012 Newport Interactive Marketers 26
  27. 27. Customer-Centric Market Leadership Customer- Your customers know what they want and how they want to buy it You can anticipate and satisfy You can know specifically what pleases them and causes them to rave about you You will lead your market (in other words, you will sell more)March 1, 2012 Newport Interactive Marketers 27
  28. 28. Stay on the Road • Continue to interview • Get everyone on board • Assume it will be tough • Don’t forget: Current customers will teach you exactly how to sell to new customersMarch 1, 2012 Newport Interactive Marketers 28
  29. 29. Thank You Kristin Zhivago Zhivago Management Partners, Inc. 401-423-2400 kristin@zhivago.com Blog: RevenueJournal.com Site: Zhivago.com Twitter: @KristinZhivago LinkedIn: KristinZhivago Skype: KristinZhivago Book: RoadmapToRevenue.com Book Excerpts: Buying Process Map Guidance – Light, Medium, Heavy, and Intense RoadmapToRevenue.com/ResourcesMarch 1, 2012 Newport Interactive Marketers 29

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