1. Growth Mindset: Direct your focus to what the future will look like. Anticipate likely changes in your customer's needs and preferences to interact with your business.
2. Differentiate or Die: Help your customer understand why and how you are different to other providers in your product/service category.
3. The Customer Adoption Cycle: Create a customer adoption cycle for your business and align all your sales, marketing and support customer interactions at the appropriate steps of the Adoption cycle.
4. Disrupt the Status Quo: People will make key decisions when they face immediate negative consequences. The role of Sales & Marketing’s is to take the customer out of the comfort and complacency of the status quo and let them 'wallow' in the negative future.
5. Tipping the Funnel: Convert your customers into your un-paid sales force.
16. Where are you on the curve?
Where are you on the curve - ahead or behind, which is the essence of strategy.
Behind:
If you are behind the curve and chasing the market
then you have ceded a great deal of control and you
must have the ability to execute and be very agile in
execution. Your bets are defined. Your strategic
posture is reactive and defensive.
Ahead:
If you are ahead of the curve you are trying to drive
the market, which requires a very different agility -
there you require a set of controlled bets in execution
with the ability to constantly probe the frontier and
execute on success. Here you are reacting to yourself
and your direction instead of where others have been.
32. Basic Product/Service:
• Technology
• Price performance
• Product/Service quality
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
1
2 Support Services
3
E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
Basic
Product/Service
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
Your
Products &
Services
41. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
42. Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:
51. 1. Growth Mindset
2. Differentiate or Die
3. The Customer Adoption Cycle
4. Disrupting the Status Quo
5. Tipping the Funnel
Quick Review:
4Ps => SAVE: Solution, Access, Value & Educate
Differentiation: 3 Levels of Perceived Value
Turn customers into your unpaid sales force
Align all Sales & Marketing actions
Fire your Sales Force
52. 52
• The client has changed
• The buying process has changed
• The Sales Cycle -> The Customer’s Journey
• Market segmentation -> Buyer personas
Digital Disruption = Business Transformation
• Marketing -> Digital
-> Social Media
-> Social Influence -> Social Selling
• Demand Generation
• User Value Proposition and Persona Messaging
• Marketing Manger -> Community Manager
• Internal Alignment
• Execution
• Sales Channel alignment
• Multi-channel touchpoint experience
• E2E Customer Experience
Rethink the Customer
Rethink Sales & Marketing
Rethink your Organisation
Business Transformation
Channel Transformation
Digital
Disruption
Massive
Change
=