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

  • 1. Connecting With Your Customer
    Tom Keller
    www.tkeller.com
    pingtk@gmail.com
  • 2. Connecting With Your Customer
    Webster:
    “connected” – joined or linked together
    “your” – belonging to you
    “customer” – someone who pays for goods or services
  • 3. Connecting With Your Customers
  • 4. Connecting With Your Customers
  • 5. My Customer Connection Dream
  • 6. 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”)
  • 7. “Rent” and Pricing
  • 8. Flying Money Ingredient#1
    Group of customers that has:
    Bags of money
    An important problem that I can profitably solve
  • 9. A Word On “Better”
    Best!
    Best?
    Cheapest
    Fastest
    Highest quality
    Most convenient
    Most fun
    Most admirable values
  • 10. Flying Money Ingredient #2
    Best Widget
  • 11. Product Features
    Customer pain  Product Features
    “Marketing is the art of talking about features, but wrapping them in a value proposition” –Holly Hamann
    Pricing
  • 12. 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
  • 13. Video - TheBlogFrog
  • 14. 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
  • 15. The Sales Process Brand
    Helpful attributes
    Affinity / trust / sincerity / integrity
    Alignment
    Timely & capable
    An aligning question: “How can I help?”
    Timely
    Sincere
    Expert
    Expedient
  • 16. Flying Money Ingredient#3
    Best Brand
    Aka perceptionas best widget
    (Hint: perception is reality)
  • 17. 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
  • 18. Advertising Methods
    Newspaper ads
    Magazine ads
    Billboards
    Yellow Pages
    TV ads
    Endorsements
    Spam
    AdWords
    Word of Mouth
  • 19. 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
  • 20. Flying Money Ingredient #4
    Big Ad Budget
    Vocal, Raving Fans
  • 21. The Flying Money Virtuous Cycle