Connecting With Your Customer by Tom Keller 2010 01 27

Connecting With Your Customer
Tom Keller
www.tkeller.com
pingtk@gmail.com

Connecting With Your Customer
Webster:
“connected” – joined or linked together
“your” – belonging to you
“customer” – someone who pays for goods or services

Connecting With Your Customers

My Customer Connection Dream

Earning the Cheese
Customer has significant pain
If perceived benefit of product/service exceeds cost, then voluntary exchange of value possible
Solution must be better than could do by themselves (“economic rent”)

“Rent” and Pricing

Flying Money Ingredient#1
Group of customers that has:
Bags of money
An important problem that I can profitably solve

A Word On “Better”
Best!
Best?
Cheapest
Fastest
Highest quality
Most convenient
Most fun
Most admirable values

Flying Money Ingredient #2
Best Widget

Product Features
Customer pain  Product Features
“Marketing is the art of talking about features, but wrapping them in a value proposition” –Holly Hamann
Pricing

The Power of Brand
All sales are emotional
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?
“A brand is a promise to a customer of quality, image, and differentiation.“ – CEO, E&J Gallo

Video - TheBlogFrog

The Power of Brand
All sales are emotional
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?
“A brand is a promise to a customer of quality, image, and differentiation.“ – CEO, E&J Gallo
TheBlogFrog video – what is the brand?
The enduring power of brands: Apple, MS

The Sales Process Brand
Helpful attributes
Affinity / trust / sincerity / integrity
Alignment
Timely & capable
An aligning question: “How can I help?”
Timely
Sincere
Expert
Expedient

Flying Money Ingredient#3
Best Brand
Aka perceptionas best widget
(Hint: perception is reality)

Wait: Nobody Cares!
Field of Dreams “Build it and they will come” = stupidest movie ever, Kevin Costner sucks
It takes time and effort to make people give a damn about your schtick
The science art of advertising:
Making potential customers aware of, and want, your product – at the precise moment they’re feeling pain

Advertising Methods
Newspaper ads
Magazine ads
Billboards
Yellow Pages
TV ads
Endorsements
Spam
AdWords
Word of Mouth

Raving Fans
Increasingly, humans are making purchasing decisions based upon their social network
WoM offers timely, trusted, deep product connections – for free!
Ask any customer who’s had a good experience to tell a friend, tweet and/or blog about it

Flying Money Ingredient #4
Big Ad Budget
Vocal, Raving Fans

The Flying Money Virtuous Cycle

Connecting With Your Customer by Tom Keller 2010 01 27

by Julie Penner on Jan 28, 2010

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Connecting With Your Customer by Tom Keller 2010 01 27 — Presentation Transcript