What are you
selling ?
Question #1
You are selling a …
What do your
customers want
from you today ?
Question #2
Customers want a …
What are your
customer's key
challenges today ?
Question #3
www.flickr.com/photos/stephen_downes/3808714505
Customer Challenge #1
www.flickr.com/photos/12023825@N04/2898021822
Coping strategies
Your job is to …
www.flickr.com/photos/77485110@N00/2431582475
Guide them to the right solution
“Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more t...
More reactive
More agile
Business Transformation
Operational Excellence
Value
Cost
Price
Executive
Management
Operations
OrganisationThinking Time ...
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/roome/3390682853
Get it wrong
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’3
...
Marketing
Leadership =
Thought
Leadership
• Blog
• Social media
• Provoke
• Disrupt
• Challenge the status quo
• Create co...
Create content
Curate content
www.flickr.com/photos/camdiluv/5788194542
Capture their imaginations
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’3
...
Engaging Conversation
Audience
2
Create a community of followers
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’3
...
Moving people
out of ‘Status
Quo’
Source: www.corportevisions.com
3 Questions that
you must be
able to answer
“Why Change?”
Quantify the Pain1
“Why Us?”
Justify the Business Benefit2
“Why ...
Marketing =
Sales of
tomorrow
Source: www.corportevisions.com
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’3
...
The Sales Cycle
Prospection Qualification Proposal CloseNegotiation
Time
P CRx SALES=
P = Number of prospects
CR = Conversion Ratio
P CRx SALES=
10 33% (Typically 25%-50%)
Example 1
S = 3
P CRx SALES=
10 40%
Example 2
S = 4
*Requires considerable effort. Not easily sustainable
*
P CRx SALES=
33%
Example 3
S = 6
*Requires less effort. Is sustainable
20 *
Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Be...
Create a community of fans
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’3
...
You can’t teach an old dog new tricks
Your mindset is
your ultimate
competitive
advantage
Organisational
alignment is
key to your
sustainable
performance
Sustainable
Success =
Managing
Accelerators
and Barriers to
Growth
(Prospecting)
www.flickr.com/photos/good_day/38181398
“Eighty percent
of success is
showing up.”
- Woody Allen
www.flickr.com/photos/winemegup/3641912321
Get it right
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website:...
5 Keys to Creating Customers
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5 Keys to Creating Customers

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Shake your prospects out of their complacency. Disrupt their status quo by challenging their thinking. Leverage social media to engage the conversation. Incubate your community and be ready to start the person-to-person sales process when they are ready. Remember: "Eighty percent of success is showing up."- Woody Allen

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5 Keys to Creating Customers

  1. 1. What are you selling ? Question #1
  2. 2. You are selling a …
  3. 3. What do your customers want from you today ? Question #2
  4. 4. Customers want a …
  5. 5. What are your customer's key challenges today ? Question #3
  6. 6. www.flickr.com/photos/stephen_downes/3808714505 Customer Challenge #1
  7. 7. www.flickr.com/photos/12023825@N04/2898021822 Coping strategies
  8. 8. Your job is to … www.flickr.com/photos/77485110@N00/2431582475
  9. 9. Guide them to the right solution
  10. 10. “Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 B2B customers
  11. 11. More reactive
  12. 12. More agile
  13. 13. Business Transformation Operational Excellence Value Cost Price Executive Management Operations OrganisationThinking Time Horizon Drivers of change Business Drivers Operational Needs Growth at 3 Time Horizons
  14. 14. www.flickr.com/photos/winemegup/3641912321 Get it right
  15. 15. www.flickr.com/photos/roome/3390682853 Get it wrong
  16. 16. Marketing Leadership = Thought Leadership1 Social Engagement = Creating conversations2 Moving People out of ‘Status Quo’3 Sales Success = Being Recommended4 Accelerating Growth = Accelerating Change5
  17. 17. Marketing Leadership = Thought Leadership • Blog • Social media • Provoke • Disrupt • Challenge the status quo • Create content • Curate content Question: How do you demonstrate Thought Leadership? Question: How do you engage your tribe? Answer: Create and share relevant content with your tribe
  18. 18. Create content
  19. 19. Curate content
  20. 20. www.flickr.com/photos/camdiluv/5788194542 Capture their imaginations
  21. 21. Marketing Leadership = Thought Leadership1 Social Engagement = Creating conversations2 Moving People out of ‘Status Quo’3 Sales Success = Being Recommended4 Accelerating Growth = Accelerating Change5
  22. 22. Engaging Conversation
  23. 23. Audience 2
  24. 24. Create a community of followers
  25. 25. Marketing Leadership = Thought Leadership1 Social Engagement = Creating conversations2 Moving People out of ‘Status Quo’3 Sales Success = Being Recommended4 Accelerating Growth = Accelerating Change5
  26. 26. Moving people out of ‘Status Quo’ Source: www.corportevisions.com
  27. 27. 3 Questions that you must be able to answer “Why Change?” Quantify the Pain1 “Why Us?” Justify the Business Benefit2 “Why Now?” Justify the Financial Gain3
  28. 28. Marketing = Sales of tomorrow Source: www.corportevisions.com
  29. 29. Marketing Leadership = Thought Leadership1 Social Engagement = Creating conversations2 Moving People out of ‘Status Quo’3 Sales Success = Being Recommended4 Accelerating Growth = Accelerating Change5
  30. 30. The Sales Cycle Prospection Qualification Proposal CloseNegotiation Time
  31. 31. P CRx SALES= P = Number of prospects CR = Conversion Ratio
  32. 32. P CRx SALES= 10 33% (Typically 25%-50%) Example 1 S = 3
  33. 33. P CRx SALES= 10 40% Example 2 S = 4 *Requires considerable effort. Not easily sustainable *
  34. 34. P CRx SALES= 33% Example 3 S = 6 *Requires less effort. Is sustainable 20 *
  35. 35. Typical Conversion Rates 1. Cold calling: 2. External Recommendation: 3. Internal Recommendation: 44%10 X Cold calling (Between 1-5%) 4% 88%20 X Cold calling
  36. 36. Create a community of fans
  37. 37. Marketing Leadership = Thought Leadership1 Social Engagement = Creating conversations2 Moving People out of ‘Status Quo’3 Sales Success = Being Recommended4 Accelerating Growth = Accelerating Change5
  38. 38. You can’t teach an old dog new tricks
  39. 39. Your mindset is your ultimate competitive advantage
  40. 40. Organisational alignment is key to your sustainable performance
  41. 41. Sustainable Success = Managing Accelerators and Barriers to Growth (Prospecting) www.flickr.com/photos/good_day/38181398
  42. 42. “Eighty percent of success is showing up.” - Woody Allen
  43. 43. www.flickr.com/photos/winemegup/3641912321 Get it right
  44. 44. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750
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