What customers want: the changing buying journey and how to prepare for it
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What customers want: the changing buying journey and how to prepare for it

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Presentation by Kristin Zhivago on the changing buying journey and why/how to focus on the customer journey at Fusion Marketing Experience conference 2012.

Presentation by Kristin Zhivago on the changing buying journey and why/how to focus on the customer journey at Fusion Marketing Experience conference 2012.

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    What customers want: the changing buying journey and how to prepare for it What customers want: the changing buying journey and how to prepare for it Presentation Transcript

    • WHAT CUSTOMERS WANT:THE CHANGING BUYING JOURNEY AND HOW TO PREPARE FOR IT KRISTIN ZHIVAGO REVENUE COACH
    • You are HERE How can we:  Become customer-centric, convince C’s  Create (and manage) relevant content  Profit from industry shifts  Realize revenue from social media – and all marketing efforts  Get them to buy from us#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 2
    • We are HERE Brilliant. Helpful. But…#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 3
    • They are HERE. Your specific customers.#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 4
    • 3Evolution 2 1 1. We sent them info 2. They found info 3. They found each other#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 5
    • Before#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 6
    • After#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 7
    • BUYER TOOLS#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 8
    • The Customer Community#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 9
    • WHO NEEDS SALESPEOPLE?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 10
    • NEW POSITION: BUYER SUPPORT REP#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 11
    • WHAT DO BUYERS WANT FROM SELLERS?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 12
    • HONEST ANSWERS • 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?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 13
    • Honest answers#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 14
    • #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 15
    • #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 16
    • Why are honest answers so important#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 17
    • The Dreaded White Board Syndrome An example of a “critical characteristic”#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 18
    • As BUYERS, you have experienced:  Can’t find it  Copy doesn’t apply to you  Can’t find answers on sites, in stores  Shopping cart is broken  Buyer’s remorse – company doesn’t live up to its promises after the sale#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 19
    • Let say I am a home-based business wit a wir ess phone. ’s h el I have come t Ver o izon.com t pay my bil. o l W am I supposed t cl on? hat o ick#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 20
    • What if I j want ust to buy a watch?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 21
    • #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 22
    • #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 23
    • #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 24
    • Why is it so difficult for companies to become Customer-Centric#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 25
    • Me Companies: No Customers Allowed#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 26
    • Misleading sources of data Salespeopl e No one tells a salesperson what they’re really thinking when they’re being sold to; salespeople don’t think in trends Social M ed ia 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. Best source: Your own customers#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 27
    • There IS hope#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 28
    • What Customers Have Taught Me You can reverse-engineer your current sales, to create new sales in quantity. Your current customers will teach you how to sell to new customers, if you ask them the right questions in the right way, then act on what they tell you. You can stop guessing.#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 29
    • 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 will lose#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 30
    • The Buying Process Scrutiny Spectrum 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 ????? Where are you on the spectrum?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 31
    • Customer-Centric Leadership  You can bring the customer into the organization  You can know what they want from your company and products, specifically  You can start making it easier for them to find you, like what they see, and buy from you  You can bring in more revenue using what you’ve learned here – and from them.#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 32
    • My autistic brother, Michael,about to give me a “Big Hug.” This is how we should be approaching our customers. Welcomig. Loving. Caring.#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 33
    • Thank you Kristin Zhivago Zhivago Management Partners, Inc. 401-423-2400 kristin@zhivago.com Blog: RevenueJournal.com Site: Zhivago.com Twitter: @KristinZhivago LinkedIn: KristinZhivago Book: RoadmapToRevenue.com Book Excerpts: Buying Process Map Guidance – Light, Medium, Heavy, and Intense RoadmapToRevenue.com/Resources#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 34