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 …

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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  • 1. What are you selling ? Question #1
  • 2. You are selling a …
  • 3. What do your customers want from you today ? Question #2
  • 4. Customers want a …
  • 5. What are your customer's key challenges today ? Question #3
  • 6. www.flickr.com/photos/stephen_downes/3808714505 Customer Challenge #1
  • 7. www.flickr.com/photos/12023825@N04/2898021822 Coping strategies
  • 8. Your job is to … www.flickr.com/photos/77485110@N00/2431582475
  • 9. Guide them to the right solution
  • 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. More reactive
  • 12. More agile
  • 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. www.flickr.com/photos/winemegup/3641912321 Get it right
  • 15. www.flickr.com/photos/roome/3390682853 Get it wrong
  • 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. 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. Create content
  • 19. Curate content
  • 20. www.flickr.com/photos/camdiluv/5788194542 Capture their imaginations
  • 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. Engaging Conversation
  • 23. Audience 2
  • 24. Create a community of followers
  • 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. Moving people out of ‘Status Quo’ Source: www.corportevisions.com
  • 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. Marketing = Sales of tomorrow Source: www.corportevisions.com
  • 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. The Sales Cycle Prospection Qualification Proposal CloseNegotiation Time
  • 31. P CRx SALES= P = Number of prospects CR = Conversion Ratio
  • 32. P CRx SALES= 10 33% (Typically 25%-50%) Example 1 S = 3
  • 33. P CRx SALES= 10 40% Example 2 S = 4 *Requires considerable effort. Not easily sustainable *
  • 34. P CRx SALES= 33% Example 3 S = 6 *Requires less effort. Is sustainable 20 *
  • 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. Create a community of fans
  • 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. You can’t teach an old dog new tricks
  • 39. Your mindset is your ultimate competitive advantage
  • 40. Organisational alignment is key to your sustainable performance
  • 41. Sustainable Success = Managing Accelerators and Barriers to Growth (Prospecting) www.flickr.com/photos/good_day/38181398
  • 42. “Eighty percent of success is showing up.” - Woody Allen
  • 43. www.flickr.com/photos/winemegup/3641912321 Get it right
  • 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