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The Buyer's Journey
 

The Buyer's Journey

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The world has changed because the rules of the game have change. What made you ...

The world has changed because the rules of the game have change. What made you
successful in the past will not make you successful in the future. Our world is being
transformed by 3 Mega Shifts:

Mega Shift #1. B2B shifts to B2C: We are witnessing the emergence of two new types of
customers: Corporate Consumers and Connected Customers.

Mega Shift #2. The Sales Cycle shifts to The Buyer’s Journey: The sales cycle has reach
its “use by date” Success in the adoption of Cloud Services means aligning all your Sales
and Marketing efforts with the buyer’s Journey.

Mega Shift #3. Quality of Service shifts to the End2End Customer Experience: Longterm
competitive advantage is now determined by your ability to differentiate the End2End
Customer Experience. What are you doing today to rethink your customer touchpoints and
the End2End Customer Experience?

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    The Buyer's Journey The Buyer's Journey Presentation Transcript

    • The world has changed?
    • TwoQuestions?
    • 1. Reality or illusion? www.flickr.com/photos/tomwachtel/5765694718
    • 2. Opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
    • Is thisgoing to be Easy?
    • Small hint!
    • Game-Changer
    • The Game
    • The Game
    • Game ChangerCustomers Economy YOU Cloud Services
    • A journey into the unknown
    • Get it rightwww.flickr.com/photos/winemegup/3641912321
    • Get it wrong www.flickr.com/photos/roome/3390682853
    • You feel like this?
    • A fresh perspective 18
    • CLOUD Delivery SaaS Service
    • 1 B2B -> B2C2 The Sales Cycle -> The Buyer’s Journey3 Quality of Service -> E2E Customer Experience
    • Gartner Hype Cycle for Cloud Computing, 2012 SalesChannel Europe ©2012 All rights reserved 22
    • What isDriving the
    • The Post-PC areawww.flickr.com/photos/40137058@N07/4573180041
    • Smartphone sales surpasses PC sales in 2011 SalesChannel Europe ©2012 All rights reserved 26
    • Welcome to the Digital World *Derek Thompson is a senior editor at The Atlantic SalesChannel Europe ©2012 All rights reserved 27
    • B2B Shifts to B2C B to B B to CCustomer volume Restricted clientele Large, diversified clientele B2B buyers buy for their company, are are therefore B2C consumers buy for themselves or their family, forReason for purchase accountable. pleasure. In B2C, consumers can yield to impulse buying, or buy B2B buyers make reasoned purchases, using something theyÕve fallen in love with. The emotional professional procedures. component is important.Buyer behaviour Product positioning must be very clear, with the sales You have to be able to get people to buy for fun, present arguments down pat and a focus on specific added value the product attractively, stage it appropriately and use for the company. sales arguments that appeal to emotions. The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and For the mass market, the buying process is simple becauseBuying process reporting) and second, the buying decision involves the act of buying is often the decision of a single person. many players and requires internal decision-making processes that can be very long. B2B buyers do not spend their own, but their companys Price is one of the main criteria for end consumers, since itMeans money, so do not see the expense in the same light. is their own money they are spending. Since B2B customers are fewer in number, representatives forge closer and more personalized links Relationships are more limited, with representatives oftenRelationship with them. Relational aspects are more important than never seeing a particular customer again. emotional factors, and loyalty is crucial. B2B products are often complex, since they have to Products are sold at the retail level. They involve all types,Products meet many requirements and involve a large number of from very simple to very complex. people. It can also involve wholesaling. SalesChannel Europe ©2012 All rights reserved 28
    • CorporateConsumersConnectedCustomers
    • Bring Your Own Devices www.flickr.com/photos/edyson/4494308719
    • 1 B2B -> B2C2 The Sales Cycle -> The Buyer’s Journey3 Quality of Service -> E2E Customer Experience
    • The Buying Process SalesChannel Europe ©2012 All rights reserved 32
    • Start with the Buyer’s Journey Multiplier Now or Never Search Moments Moments Refer Find B A Support Qualify Differentiate Base Up-sell Try Acquire Manage BuyKeep or Lose Make or Break Moments Activate Moments
    • Example
    • Constant Contact 35
    • Constant Contact 36
    • Eliminating barriers to sale 37
    • 1 B2B -> B2C2 The Sales Cycle -> The Buyer’s Journey3 Quality of Service -> E2E Customer Experience
    • End2EndCustomer ExperienceCustomer Satisfaction Quality of Service
    • Differentiation: 3 Levels of Perceived Value E2E Basic Product/Service: 3 Customer Experience • Technology • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1 Product/Service Basic • Quality of service • Systems YOU Product/Service • Processes E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 40
    • Example
    • Rackspace
    • WHAT andHOW
    • thinkdif erent f
    • Child-like thinking www.flickr.com/photos/toekneesan/3847444842
    • (r)Evolution Re-imagine Re-think Re-invent Re-design Re-align Re-engage
    • Re-peatRe-peatRe-peat
    • “When the rate ofchange externally isgreater than the rateof change internally,you have a problem.” - Jack Welch 48 www.flickr.com/photos/nathaninsandiego/3466495191
    • External speed of change www.flickr.com/photos/sergei24/306212854
    • Internal speed of change www.flickr.com/photos/14degrees/440515255
    • Becoming …Trusted Advisor
    • Drivers of adoption www.flickr.com/photos/daniele_sartori/2371157397
    • Get it rightwww.flickr.com/photos/winemegup/3641912321
    • YOU www.flickr.com/photos/horacio/3781750
    • YOU David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750