Connecting With Your Customer by Tom Keller 2010 01 27

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  • I’ve let it be widely known that I’m interested in helping entrepreneurs. I’ve asked many times at CU if there’s anything I could do to help with entrepreneurial education. Finally, the good folks at NVC asked if I could talk about Connecting With Your Customer. “Sure” I said!
  • I am an entrepreneur, so I am resourceful; I looked in the dictionary to help me understand what I am supposed to talk to you about.By the way, I’m pretty sure that whoever came up with this topic meant “customerS” – otherwise their entrepreneurial ventures are going to be pretty rough!But because I am an en entrepreneur, I don’t really care about Convention or What’s in the dictionary. The Most Important entrepreneurial process!
  • Customer is somebody who hands me a bag of money happily
  • It Still Feels WeirdWhat I want, what I really really want…
  • Connecting With Your Customer by Tom Keller 2010 01 27

    1. 1. Connecting With Your Customer<br />Tom Keller<br />www.tkeller.com<br />pingtk@gmail.com<br />
    2. 2. Connecting With Your Customer<br />Webster:<br />“connected” – joined or linked together<br />“your” – belonging to you<br />“customer” – someone who pays for goods or services<br />
    3. 3. Connecting With Your Customers<br />
    4. 4. Connecting With Your Customers<br />
    5. 5. My Customer Connection Dream<br />
    6. 6. Earning the Cheese<br />Customer has significant pain<br />If perceived benefit of product/service exceeds cost, then voluntary exchange of value possible<br />Solution must be better than could do by themselves (“economic rent”)<br />
    7. 7. “Rent” and Pricing<br />
    8. 8. Flying Money Ingredient#1<br />Group of customers that has:<br />Bags of money<br />An important problem that I can profitably solve<br />
    9. 9. A Word On “Better”<br />Best!<br />Best?<br />Cheapest<br />Fastest<br />Highest quality<br />Most convenient<br />Most fun<br />Most admirable values<br />
    10. 10. Flying Money Ingredient #2<br />Best Widget<br />
    11. 11. Product Features<br />Customer pain  Product Features<br />“Marketing is the art of talking about features, but wrapping them in a value proposition” –Holly Hamann<br />Pricing<br />
    12. 12. The Power of Brand<br />All sales are emotional<br />People have memory, and hopes: What is the perception of how you treated them previously? How do they think you’ll treat them in the future?<br />“A brand is a promise to a customer of quality, image, and differentiation.“ – CEO, E&J Gallo<br />
    13. 13. Video - TheBlogFrog<br />
    14. 14. The Power of Brand<br />All sales are emotional<br />People have memory, and hopes: What is the perception of how you treated them previously? How do they think you’ll treat them in the future?<br />“A brand is a promise to a customer of quality, image, and differentiation.“ – CEO, E&J Gallo<br />TheBlogFrog video – what is the brand?<br />The enduring power of brands: Apple, MS<br />
    15. 15. The Sales Process Brand<br />Helpful attributes<br />Affinity / trust / sincerity / integrity<br />Alignment<br />Timely & capable<br />An aligning question: “How can I help?”<br />Timely<br />Sincere<br />Expert<br />Expedient<br />
    16. 16. Flying Money Ingredient#3<br />Best Brand<br />Aka perceptionas best widget<br />(Hint: perception is reality)<br />
    17. 17. Wait: Nobody Cares!<br />Field of Dreams “Build it and they will come” = stupidest movie ever, Kevin Costner sucks<br />It takes time and effort to make people give a damn about your schtick<br />The science art of advertising:<br />Making potential customers aware of, and want, your product – at the precise moment they’re feeling pain<br />
    18. 18. Advertising Methods<br />Newspaper ads<br />Magazine ads <br />Billboards<br />Yellow Pages<br />TV ads<br />Endorsements<br />Spam<br />AdWords<br />Word of Mouth<br />
    19. 19. Raving Fans<br />Increasingly, humans are making purchasing decisions based upon their social network<br />WoM offers timely, trusted, deep product connections – for free!<br />Ask any customer who’s had a good experience to tell a friend, tweet and/or blog about it<br />
    20. 20. Flying Money Ingredient #4<br />Big Ad Budget<br />Vocal, Raving Fans<br />
    21. 21. The Flying Money Virtuous Cycle<br />
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