Differentiation used to be the result of product or service excellence, but that is now expected. What your media does or does not do throughout the buyer’s journey and customer experience is the engine that drives success or failure, and that experience today starts online. 1.) Learn how to map out experiences to favorably respond to and influence how buyers are thinking, seeing, doing and feeling about your products and services. 2.) Learn how to sell more by collaborating with buyers to co-create solutions that are better than they had imagined possible. 3.) Learn the practice of using content to convert challenges and opportunities before, during and after the sale into memorable touchpoints for enhancing and extending customer relationships.

1. ©Jeff Korhan 2015 @jeffkorhan
Customer Experiences:
Differentiate Your
Business with Content
and Media
Jeff Korhan
Author, Speaker|
@jeffkorhan
Wine & Web #50
#wineweb

2. ©Jeff Korhan 2015 @jeffkorhan
What’s Next?
2

3. ©Jeff Korhan 2015 @jeffkorhan
Exceptional Experiences
① Know Your Customers
② Remove Buying Obstacles
③ Nurture Relationships
3

4. ©Jeff Korhan 2015 @jeffkorhan
①Know Your
Customers
4

5. ©Jeff Korhan 2015 @jeffkorhan
The Trust Economy
1. Business is Now Personal
2. Markets are Collaborative
3. Communities are the New Markets

6. ©Jeff Korhan 2015 @jeffkorhan
Know, Like and Trust
The Social Marketing Process™

7. ©Jeff Korhan 2015 @jeffkorhan
Small Business Media
1. Paid Media - advertising
2. Owned Media - e.g, websites, blogs, newsletter,
podcasts, etc.
3. Earned Media – e.g. social media

8. ©Jeff Korhan 2015 @jeffkorhan
4 Pillars of Online Marketing Success
8
Photo Credit:
http://bit.ly/1xaFkUj

9. ©Jeff Korhan 2015 @jeffkorhan
4 Pillars of Online Marketing Success
9
Photo Credit:
http://bit.ly/1xaFkUj
1. Modern Website
2. Intimate Newsletter
3. Consistent Blog
4. Active Social Media

10. ©Jeff Korhan 2015 @jeffkorhan
② Remove
Buying Obstacles
10

11. ©Jeff Korhan 2015 @jeffkorhan
Address Chronic Obstacles
The Sales Process Must be Transparent

12. ©Jeff Korhan 2015 @jeffkorhan
Micro-Business Brand
12
bit.ly/1Ek49zP

13. ©Jeff Korhan 2015 @jeffkorhan
Selling in the Trust Economy
1. Answers Questions
2. Solves Problems
3. Inspire
The Social Marketing Process™

14. ©Jeff Korhan 2015 @jeffkorhan
“… using content to attract and engage
and inspire a clearly defined audience, with
the objective of driving profitable actions.”
Content Marketing

15. ©Jeff Korhan 2015 @jeffkorhan
The Sales Process
Defines a unique customer experience

16. ©Jeff Korhan 2015 @jeffkorhan
The Sales Process Builds
Confidence by Answering
Why
16

17. ©Jeff Korhan 2015 @jeffkorhan
The Intelligent Landscape System™
1. Communication
2. Collaboration
3. Creativity
4. Commitment
Build Your Process

18. ©Jeff Korhan 2015 @jeffkorhan
1. The….
2. Unique Name with Technological word
(Method, System, Process, etc.)
3. TM
Name Your Process

19. ©Jeff Korhan 2015 @jeffkorhan
Sell the Process
19
… that is EVERY buying possibility

20. ©Jeff Korhan 2015 @jeffkorhan
Collaborate and Co-Create
20
People buy what they want, not necessarily what they need.

21. ©Jeff Korhan 2015 @jeffkorhan
The Sales Process is a
Guidance System
…that gets and keeps the narrative on track.
“The right content,
in the right place, at the right time.”

22. ©Jeff Korhan 2015 @jeffkorhan
③ Nurture
Relationships
22

23. ©Jeff Korhan 2015 @jeffkorhan
Stories are how we
make sense of the world.
Stories Sell

24. ©Jeff Korhan 2015 @jeffkorhan
This is a slide that can be used for large images
If your image takes up the entire slide (blocking out
the header) please ensure it fits within the slide borders
Business Storytelling
24
bit.ly/1MFSrny

25. ©Jeff Korhan 2015 @jeffkorhan
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26. ©Jeff Korhan 2015 @jeffkorhan
Personal and Business Blog
Storytelling with a Purpose

27. ©Jeff Korhan 2015 @jeffkorhan
LinkedIn Publisher & Summary
27

28. ©Jeff Korhan 2015 @jeffkorhan

29. ©Jeff Korhan 2015 @jeffkorhan
Pinterest is Visual How-To

30. ©Jeff Korhan 2015 @jeffkorhan
Podcasts are the new Talk Radio
30
ThisOldNewBusiness.com

31. ©Jeff Korhan 2015 @jeffkorhan
YouTube is Experiential
31
John Butterill
bit.ly/1Ek49zP

32. ©Jeff Korhan 2015 @jeffkorhan
Newsletters are Communities
32

33. ©Jeff Korhan 2015 @jeffkorhan
Social Selling
Speed Round!
33

34. ©Jeff Korhan 2015 @jeffkorhan
Value Before Pricing
“Diagnosis before discovery
is selling malpractice.”

35. ©Jeff Korhan 2015 @jeffkorhan
Offer Your Expert Opinion
“Choices are obstacles to be managed.”

36. ©Jeff Korhan 2015 @jeffkorhan
Transform Trust into
Membership
“Fans Buy Souvenirs.”

37. ©Jeff Korhan 2015 @jeffkorhan
Give Reasons to Convert
37
“The best time to take action is today.”

38. ©Jeff Korhan 2015 @jeffkorhan
Let’s Connect!
@jeffkorhan
jeffkorhan.com/newsletter
linkedin.com/in/jeffkorhan
speaker@jeffkorhan.com