Engagement, a key part to Social CRM

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The era of the passive consumer is history. The empowered consumer are increasingly in control of the process, your job is to engage

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  • What do you need to do to “Fill the funnel” with sales ready Buyers?Objective 1 – Stop selling! Create Buyers – Objective 2 – Transparency is a word we hear a lot about these days – to you, in this context it means that if you are not authentic, or you pretend with an agenda, people will see right through you!The Social Web, or Web 2.0 by some, has caused an historic shift in how customers interact with companies and their brands. How and why customers make decisions to purchase products and services are not as clear as they once were.  For example, customer service and experience often trump price and quality, this is the new normal. The change we have seen from customer to social customer is a cultural shift, enabled by both technology and peer influence.
  • Do not Force the issue – it is like trying to force your kids to eat broccoli – yeah, does not workTiming is important, as Your customer will know a lot about you by the time they get to youMaybe it is not alignment as much as it is that The social customer no longer cares about departments as long as her problem is solved, patience is short.  Companies will shift from developing products they think will work, to collaborating with customers to develop products and services that they actually want and asked us to make.
  • In a B2B selling environment, it is crucial to allow the prospect to move through the process at a pace set by her. Online channels can be used very well to “educate” the prospect in a non-threatening way.  This helps build trust and allows the person to engage the business in ways that are comfortable.  Changing the dynamic from the traditional approach, where the sales professional would often hold much of the power and release information slowly and deliberately, is a crucial step in promoting "Sales-Ready Leads"
  • You need to view the Market through the lens of the customerCustomer’s may or may not be able to articulate their needs, but that does not mean you should assume you know what they want.
  • Make sure that you have a good understanding of what they are trying to accomplishFocus on what you can learn from your customers, empower them to share and help you create the experience Focus on where you can add value, independent of the part of the organization
  • The era of the passive consumer is history. The empowered consumer are increasingly in control. I am not talking about control of the conversationI am talking about the control of their time, information they have, and the schedule in which they receive it.The first shift from a marketing perspective was from Product to Market, now the shift in the relationship might be making an even bigger impactFacilitatorEveryoneSupport
  • First, it is important to invite the customer into your home – where they should feel welcome and comfortable. Yes, that does sound easier than it might be to implementYour role, to gain quality leads is to be open, honest and bring the right teams into the conversation – no silosHome is not a place, virtual, logical or physical for this discussion – It is a state of mindYou must balance control with empowerment – theory is great, but there are some things you need to control – for example where you, or your teams engage. People’s time and knowledge has value.This will require a change to the organization – A tight vertical integration versus a strong networked organization
  • You need to go and ‘hang out’ with your customers where they are, not where you want them to beYou need to participate in the conversation, not attempt to control the conversationIf your customers do not have place to hang-out you can certainly provide oneYour Website needs to address your customers problems, not just be a data sheet.
  • Customers do not expect perfection, they expect authenticity and honesty
  • Engagement, a key part to Social CRM

    1. 1. It is all about Engagement<br />Mitch Lieberman<br />Comity Technology Advisors<br />Comity (kom’-it-ee) – A friendly social atmosphere; social harmony; a loose widespread community based on common social institutions.Comity Technology Advisors - Providing analysis and advice at the intersection where business, social media and technology converge.<br />
    2. 2. Creating “sales ready” buyers is a challengefaced by all organizations<br />Engaging at the right time, in the right way, is critical to building trust<br />Quality relationships have a foundation in trust,and require alignment across your organization<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />
    3. 3. A problem is that different parts of theOrganization have not been aligned<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />
    4. 4. The Focus of the organization needs to be on the customer, <br />both present and future (Prospect)<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />
    5. 5. A Prospect is a potential buyer of your product or service.<br />The differentiating aspect that sways a buyer’s choice, is the value-add of you and your company’s expertise, not just your product. <br />How are you, or is your product, going to help them as a customer to get their job done?<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />
    6. 6. Remember, It is not about you. Let your prospects drive the<br />Conversation at their own pace.<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />
    7. 7. By helping prospects become part the Ecosystem, you will help build and earn Trust.<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />Image by:<br />Textualcreations.ca<br />
    8. 8. Customers and Prospects ‘hang out’ at various locations.Yes, they still read email,<br />and blogs are a great way to engage<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />
    9. 9. Trust is the result of adding value before the purchase.<br />@mjayliebs - comityadvisors.com – For the Social Business Executive Summit <br />

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