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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 ...
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....
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 thou...
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   Antw...
As BUYERS, you have experienced:     Can’t find it     Copy doesn’t apply to you     Can’t find answers on      sites, ...
Let say I am a home-based business wit a wir ess phone.                         ’s                                 h      ...
What if I                                                j want                                                ust        ...
#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   ...
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 t...
There IS hope#Fusionmex                   May 2, 2012   Antwerp,@KristinZhivago   28
What Customers Have Taught Me                           You can reverse-engineer                              your current...
The “buyer’s journey”      They ask certain questions in a       certain order.      They have a buying process      If...
The Buying Process Scrutiny Spectrum    Light         See it   Buy it    Scrutiny    Medium                 Ask      Buy i...
Customer-Centric Leadership                        You can bring the customer into the                         organizati...
My autistic brother, Michael,about to give me a “Big Hug.”                   This is how we should be approaching our cust...
Thank you                                                         Kristin Zhivago                                         ...
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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.

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

  1. 1. WHAT CUSTOMERS WANT:THE CHANGING BUYING JOURNEY AND HOW TO PREPARE FOR IT KRISTIN ZHIVAGO REVENUE COACH
  2. 2. 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
  3. 3. We are HERE Brilliant. Helpful. But…#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 3
  4. 4. They are HERE. Your specific customers.#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 4
  5. 5. 3Evolution 2 1 1. We sent them info 2. They found info 3. They found each other#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 5
  6. 6. Before#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 6
  7. 7. After#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 7
  8. 8. BUYER TOOLS#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 8
  9. 9. The Customer Community#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 9
  10. 10. WHO NEEDS SALESPEOPLE?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 10
  11. 11. NEW POSITION: BUYER SUPPORT REP#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 11
  12. 12. WHAT DO BUYERS WANT FROM SELLERS?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 12
  13. 13. 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
  14. 14. Honest answers#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 14
  15. 15. #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 15
  16. 16. #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 16
  17. 17. Why are honest answers so important#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 17
  18. 18. The Dreaded White Board Syndrome An example of a “critical characteristic”#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 18
  19. 19. 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
  20. 20. 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
  21. 21. What if I j want ust to buy a watch?#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 21
  22. 22. #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 22
  23. 23. #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 23
  24. 24. #Fusionmex May 2, 2012 Antwerp,@KristinZhivago 24
  25. 25. Why is it so difficult for companies to become Customer-Centric#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 25
  26. 26. Me Companies: No Customers Allowed#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 26
  27. 27. 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
  28. 28. There IS hope#Fusionmex May 2, 2012 Antwerp,@KristinZhivago 28
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
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