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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