High-Tech High-Touch Selling for the Events Industry (EEAA 11-09)

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High-Tech High-Touch Selling for the Events Industry (EEAA 11-09)

Craig Rispin presents to the EEAA in Sydney.

http://www.eeaa.com.au/conf09.php

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High-Tech High-Touch Selling for the Events Industry (EEAA 11-09)

  1. 1. High-Tech High Touch Selling Customer Relationship Management(CRM)
  2. 2. CRM Defined:
  3. 3. CRM Defined: The strategies, processes, people and technologies used by companies to successfully attract and retain customers for maximum corporate growth and profit.
  4. 4. Clock Partners
  5. 5. Clock Partners Clive Joe Julie Mark
  6. 6. Discussion:
  7. 7. Discussion: Clock Partners - Interview each other:
  8. 8. Discussion: Clock Partners - Interview each other: What companies do you buy from that provide an extraordinary offering or customer experience?
  9. 9. Discussion: Clock Partners - Interview each other: What companies do you buy from that provide an extraordinary offering or customer experience? What are some some of the ways they interact with you as a client that you like?
  10. 10. Discussion: Clock Partners - Interview each other: What companies do you buy from that provide an extraordinary offering or customer experience? What are some some of the ways they interact with you as a client that you like? Can you think of both a High-Tech example and a High-Touch one?
  11. 11. selling process is a funnel and typically the filtering process looks like: leads: prospects: presentations: closed sales. (See figure). At each stage the number in each successive group reduces until you close a sale. This is the end of the funnel. The business is closed. Time to find another lead. The view that the process is a funnel is The High-Touch Hourglass a potentially dangerous and costly misconception due to its very limiting nature. A High Touch salesperson has a very different perspective. The High Touch Selling System is an Hourglass. When a High Touch sale is made it’s the end of the getting Leads process and the beginning of the growing process. (See figure.) You learn a great deal about your client when Prospects making a sale. Would you knowingly want to waste such a huge opportunity? Of course not. Presentations Jack Welch former CEO of GE said “We have only two Pending sources of competitive advantage: the ability to learn Sale more about our customers faster than the competition and: the ability to turn that learning into action faster than the competition.” High Touch Selling is about Clients turning the learning into action. Most Growable High Touch sales activity now focuses on developing Clients the client relationship and the range of business Most Valuable transacted. The goal is to grow the amount of business Clients with each client and expand the results. Now the process looks like an hourglass. The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the
  12. 12. selling process is a funnel and typically the filtering process looks like: leads: prospects: presentations: closed sales. (See figure). At each stage the number in each successive group reduces until you close a sale. This is the end of the funnel. The business is closed. Time to find another lead. The view that the process is a funnel is The High-Touch Hourglass a potentially dangerous and costly misconception due to its very limiting nature. A High Touch salesperson has a very different perspective. The High Touch Selling System is an Hourglass. When a High Touch sale is made it’s the end of the getting Leads process and the beginning of the growing process. (See figure.) You learn a great deal about your client when Prospects making a sale. Would you knowingly want to waste such a huge opportunity? Of course not. Presentations Jack Welch former CEO of GE said “We have only two Pending sources of competitive advantage: the ability to learn Sale more about our customers faster than the competition and: the ability to turn that learning into action faster than the competition.” High Touch Selling is about Clients turning the learning into action. Most Growable High Touch sales activity now focuses on developing Clients the client relationship and the range of business Most Valuable transacted. The goal is to grow the amount of business Clients with each client and expand the results. Now the process looks like an hourglass. The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the
  13. 13. selling process is a funnel and typically the filtering process looks like: leads: prospects: presentations: closed sales. (See figure). At each stage the number in each successive group reduces until you close a sale. This is the end of the funnel. The business is closed. Time to find another lead. The view that the process is a funnel is The High-Touch Hourglass a potentially dangerous and costly misconception due to its very limiting nature. A High Touch salesperson has a very different perspective. The High Touch Selling System is an Hourglass. When a High Touch sale is made it’s the end of the getting Leads process and the beginning of the growing process. (See figure.) You learn a great deal about your client when Prospects making a sale. Would you knowingly want to waste Typical Sales Funnel: such a huge opportunity? Of course not. Presentations Jack Welch former CEO of GE said “We have only two Pending sources of competitive advantage: the ability to learn Sale more about our customers faster than the competition and: the ability to turn that learning into action faster than the competition.” High Touch Selling is about Clients turning the learning into action. Most Growable High Touch sales activity now focuses on developing Clients the client relationship and the range of business Most Valuable transacted. The goal is to grow the amount of business Clients with each client and expand the results. Now the process looks like an hourglass. The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the
  14. 14. selling process is a funnel and typically the filtering process looks like: leads: prospects: presentations: closed sales. (See figure). At each stage the number in each successive group reduces until you close a sale. This is the end of the funnel. The business is closed. Time to find another lead. The view that the process is a funnel is The High-Touch Hourglass a potentially dangerous and costly misconception due to its very limiting nature. A High Touch salesperson has a very different perspective. The High Touch Selling System is an Hourglass. When a High Touch sale is made it’s the end of the getting Leads process and the beginning of the growing process. (See figure.) You learn a great deal about your client when Prospects making a sale. Would you knowingly want to waste Typical Sales Funnel: such a huge opportunity? Of course not. Presentations Jack Welch former CEO of GE said “We have only two Pending sources of competitive advantage: the ability to learn Sale more about our customers faster than the competition and: the ability to turn that learning into action faster than the competition.” High Touch Selling is about Clients turning the learning into action. Most Growable High Touch sales activity now focuses on developing Clients the client relationship and the range of business Most Valuable transacted. The goal is to grow the amount of business Clients with each client and expand the results. Now the process looks like an hourglass. The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the
  15. 15. selling process is a funnel and typically the filtering process looks like: leads: prospects: presentations: closed sales. (See figure). At each stage the number in each successive group reduces until you close a sale. This is the end of the funnel. The business is closed. Time to find another lead. The view that the process is a funnel is The High-Touch Hourglass a potentially dangerous and costly misconception due to its very limiting nature. A High Touch salesperson has a very different perspective. The High Touch Selling System is an Hourglass. When a High Touch sale is made it’s the end of the getting Leads process and the beginning of the growing process. (See figure.) You learn a great deal about your client when Prospects making a sale. Would you knowingly want to waste Typical Sales Funnel: such a huge opportunity? Of course not. Presentations Jack Welch former CEO of GE said “We have only two Pending sources of competitive advantage: the ability to learn Sale more about our customers faster than the competition and: the ability to turn that learning into action faster The High-Touch Hourglass: than the competition.” High Touch Selling is about Clients turning the learning into action. Most Growable High Touch sales activity now focuses on developing Clients the client relationship and the range of business Most Valuable transacted. The goal is to grow the amount of business Clients with each client and expand the results. Now the process looks like an hourglass. The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the
  16. 16. Jack Welch, Ex-CEO of GE
  17. 17. Jack Welch, Ex-CEO of GE “We have only two sources of competitive advantage: the ability to learn more about our customers faster than the competition - and the ability to turn that learning into action faster than the competition.”
  18. 18. Harvey Mackay
  19. 19. Harvey Mackay “Humanise your selling strategy.”
  20. 20. The Mackay 66 - www.HarveyMackay.com !"#$%&'(")*"&'''''''''''''''''''''''''''''''''''''''''''''+++,-"#$%&.")*"&,)/. !"#$%&'(")*"&'''''''''''''''''''''''''''''''''''''''''''''+++,-"#$%&.")*"&,)/. 4. Telephone: The Mackay 66 Customer Profile Business: __________________________ It's critical to have information about your customer. Armed with the right knowledge, you can outsell, Home: __________________________ outmanage, outmotivate and outnegotiate your competition. Knowing your customer means knowing what your customer really wants. Maybe it's your product, but maybe there is something else, too: recognition, respect, 5. Birth date: _______________________ reliability, service, friendship, help - things all of us care more about as human beings than we care envelopes. Once you attach your personality to the proposition, people start reacting to the personality, and stop reacting Place to the proposition. ___________________________________________________________________________ Use this questionnaire to develop a profile of each customer. Some of your resources for the information might include receptionists, suppliers, newspapers, assistants, trade publications, and the customers themselves. Look, Hometown listen, and learn all you can about the customer, both personally and professionally. You'll find topics for opening conversations, which can open doors for you and your company. ___________________________________________________________________________ Date __________________________ 6. Height (approx.) _________________ Customer Weight (approx.) _________________ 1. Name Education ___________________________________________________________________________ 7. High school Nickname ___________________________________________________________________________ ___________________________________________________________________________ Year graduated ____________________ 2. Company name College ___________________________________________________________________________ ___________________________________________________________________________ 3. Address Year graduated ____________________ ___________________________________________________________________________ 8. College honors Home address ___________________________________________________________________________ ___________________________________________________________________________ Degrees ___________________________________________________________________________ 1 2
  21. 21. Clock Partners
  22. 22. Clock Partners Clive Joe Julie Mark
  23. 23. Customer Database or CRM
  24. 24. Customer Database or CRM An Essential Tool for High-Tech Selling
  25. 25. Customer Database or CRM An Essential Tool for High-Tech Selling What do you use?
  26. 26. Customer Database or CRM An Essential Tool for High-Tech Selling What do you use? Do you love it? Hate it?
  27. 27. Customer Database or CRM An Essential Tool for High-Tech Selling What do you use? Do you love it? Hate it? How do you get info into it?
  28. 28. Customer Database or CRM An Essential Tool for High-Tech Selling What do you use? Do you love it? Hate it? How do you get info into it? What do you wish you could do with it?
  29. 29. www.SalesForce.com
  30. 30. www.SalesForce.com
  31. 31. www.BatchBook.com
  32. 32. www.BatchBook.com
  33. 33. How do you get info into it?
  34. 34. How do you get info into it? Data entry (yuk!)
  35. 35. How do you get info into it? Data entry (yuk!) Scanner (ok)
  36. 36. How do you get info into it? Data entry (yuk!) Scanner (ok) Getting a Pulse
  37. 37. How do you get info into it? Data entry (yuk!) Scanner (ok) Getting a Pulse Enhancing you eMemory
  38. 38. How do you get info into it? Data entry (yuk!) Scanner (ok) Getting a Pulse Enhancing you eMemory Social Networks
  39. 39. LiveScribe.com
  40. 40. LiveScribe.com
  41. 41. Evernote.com
  42. 42. Evernote.com
  43. 43. Evernote.com
  44. 44. www.ScanSnap.com
  45. 45. www.Linkedin.com
  46. 46. www.Linkedin.com
  47. 47. Managing Customer Expectations Customer Satisfaction =
  48. 48. Managing Customer Expectations Your Performance Customer Satisfaction =
  49. 49. Managing Customer Expectations Your Performance Customer Satisfaction = Customer Expectations
  50. 50. Extra-ordinary Service What ordinary thing can you do that little bit extra that could delight your customers?
  51. 51. Extra-ordinary Service What ordinary thing can you do that little bit extra that could delight your customers?
  52. 52. www.SendOutCards.com
  53. 53. Iven Frangi - www.CXM.com.au
  54. 54. Iven Frangi - www.CXM.com.au “Give a customer an experience they can’t get anywhere else - and they won’t go anywhere else.”
  55. 55. Field Trip Exercise Go to the retail store that rules them all. Steal their ideas and adapt them to your own business. Yes, you can. Has anyone already been there?
  56. 56. Trend Watching the Events Industry
  57. 57. Trend Watching the Events Industry What’s the #1 Mega Marketing Trend that The Economist Magazine has picked for the last 2 years?
  58. 58. 12 Reaching Global Executives: Megatrends in B2B Marketing 2009 Report
  59. 59. 1 MEGATREND ONE The shift to 360º thought leadership A sked to rate the value of various marketing user communities) and passive (print) promotional activities on a five-point scale, meetings/ channels. conferences and research/surveys top the list. The way forward is clearly a heavier reliance on Today B2B providers view a broad array of creating a programme of thought leadership that sponsored programmes, such as conferences and takes advantage of multiple-entry-point messaging. white papers, as a valuable means of capturing attention and persuading decision makers. 1. How important are the following non-traditional categories of marketing activity to your organisation? This is not to say that traditional advertising (Mean score out of 5) has lost its appeal. Instead, the conclusion is that Meetings/conferences 3.85 organisations seeking to promote their businesses Research/surveys are increasingly relying on a range of channels, 3.76 White papers, executive summaries, articles including print. 3.61 Specifically, these cross-channel programmes Website advertising and sponsorship 3.40 engage, inform and motivate target markets across Rankings, economic analysis and original content a broad range of both active (meetings, webcasts, 3.25 Webcasts, podcasts and interactive forums 3.01 Source: 2006 sponsors survey (134 respondents)
  60. 60. This is Where Thought Leaders Operate
  61. 61. Thought Leadership Defined
  62. 62. Thought Leadership Defined • The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
  63. 63. Thought Leadership Defined • The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business • “Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”
  64. 64. Thought Leadership Defined • The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business • “Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.” • “Thought leaders have a distinctively original idea, a unique point of view or an insight.”
  65. 65. !"#$%"&'()*+),-"./' 0)&-'1&&)2&.#2 3'#4'&")'&#/'55'!""!#$%&!'()*+',"'-!$$%.-')' ,"'%.&,/&!'!"#$%"&' ()*+),-"./'6*,7)&.2% How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344) Speech or presentation at a conference or trade show 3.7 Case studies describing successful customer solution implementations 3.7 Article in the business or trade press 3.4 Invitation to a Webinar, seminar, or workshop 3.4 Analyst firm recommendation (such as Gartner/IDC/Forrester) 3.3 Search engine hits when doing research or surfing the Web 3.2 White paper offered on the Internet 3.1 Electronic newsletter from the service firm 2.9 Conference sponsorship 2.8 Direct mail brochure 2.5 Email from a sales representative from the service firm 2.3 Phone call from a sales representative from the service firm 2.3 TV or print advertisement 2.3 Vendor's blog 2.3 Online advertisement 2.2 Sporting or cultural event sponsorship 2.0 Source: ITSMA, How Customers Choose Study, North America, 2007
  66. 66. !"#$%"&'()*+),-"./'0*,1)&.2 !"#$%&"'%()'*+,+'$%-%./0+'$
  67. 67. !"#$%"&'()*+),-"./'0*,1)&.2 !"#$%&"'%()'*+,+'$%-%./0+'$ This is Where Thought Leaders Operate
  68. 68. High-Tech High Touch Selling Customer Relationship Management(CRM)
  69. 69. Craig Rispin, CSP Business Futurist & Innovation Expert Know First Be First Profit First Innovation: The Ultimate Survival Tool R How to Think AKEE Like a Futurist SPE TH OF R! YEA • Know First, Be First, Profit First Learn about the business, people and technology trends transforming business around the world. Craig will show you the driving forces impacting your industry - and give you specific ideas to gain a strategic advantage. See exactly how to profit from the massive changes ahead.

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