Overcoming friction in web based sales

Overcoming Friction in Caelen King, CEO RevaHealth.com Web Based Sales

Who am I? • CEO & Founder of RevaHealth.com • VP Product at NewBay Software • Product Marketing Manager for Baltimore Technology's ﬂagship product line - UniCERT

Let's Make a Money Making Machine • Create a network where consumers and suppliers come together • Take a small % of the transaction in some way or another • It's the classic Internet 'Create a Billionaire' model • We were going to do it for healthcare • Dream dream dream ...

It Didn't Work Out

Why? • Our customers wouldn't buy from us • They weren't used to buying marketing • In fact they didn't buy anything online

Examples of Friction Online Company Action Friction Resolution Book meeting I wanted to see the Booked direct with MeetingsBooker Room room hotel Register Domain Sale delayed by 4 Black Knight Difﬁcult to use Names days Used Escrow 3rd Party Domain Names Lack of Trust Service Twitter Reply to message Unavailable None Called and got 123.ie Buy car insurance Price better price Not used to buy Mick's Garage Buy Roof rack Called to ﬁnalise car parts online

How do you overcome Friction? • Remove it • Increase desire • Rearrange the friction so it doesn't interfere with maximum desire • Add lubricant

Your Sales Team is The Lubricant

You can't lubricate everything • You could send someone out to their ofﬁce to answer their every question • But it is very, very expensive • You don't put oil over your entire bicycle - you only put it on the bits that need it

Strategy • Recognise the friction points • Recognise the customer point of maximum desire • You need to know when they happen and be able to apply lubrication immediately

Potential Customer Life Line - Where to add the lube?

Good Enough can be Better • This is still clumsy • It doesn't capture the moment of peak desire • The moment when the clinic books a patient • Solution give them a CRM tool and let them tell you when they book a patient

Existing Customer Life Cycle • Now you have an established purchase method • Friction point is every renewal • Desire to overcome problem is low because investment is low • Solution - If using a sales force as lubricant do annual / large sales

So I need Highrise? • Auto generate tasks when tigger points in the web application are hit • Use an API to put them into a contact management system • WRONG

Full Scale CRM

Problems with a 3rd Party CRM • Difﬁcult to keep the databases in sync • Once the sales team don't trust the data it's worse than useless • Always either too heavy weight and or too lightweight • For companies who's website is their customer database you should consider BYO

Conclusions • Ideally remove & rearrange friction and increase desire so sales can be automated • If not possible then use a sales force • Effective use of sales force depends on timing • Automate the recognition of trigger points and give the customer the ability to tell you when they are ready to purchase • Create auditable tasks and reconciles against revenues • In the same way that online marketing is metrics driven so should your sales force

Thank you for Listening Slides are @ blog.revahealth.com @revahealth cking@revahealth.com

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Overcoming friction in web based sales

by Philip Boyle on Jun 01, 2010

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Overcoming friction in web based sales — Presentation Transcript