Get a job! How to Get Bigger Results by Examining Your Customers       Smallest Needs           #getajob
I’m Tara Gentile and I believe  you are the New Economy.           #getajob
Our agenda:• Understand the difference between "buy in" and "buy  now."• Learn how your big Why might be getting in the way...
There’s a difference between...        Getting buy in        Getting the buy            #getajob
This is true:““People don’t buy what you do,   they buy why you do it.”       -- Simon Sinek, Start With Why              ...
This is true: Purpose drives buy in.    It gets attention.It motivates and excites.         #getajob
This is true:But it doesn’t help people       to “buy now.”          #getajob
Answers, outcomes, and functionality drive purchases.    Get a job!      #getajob
How do you communicate thevalue of your offers in a wayyour customers understand?        Get a job!           #getajob
We buy products to help us accomplish jobs.         #getajob
Let’s figure out what those jobs might be.It starts with a conversation.            #getajob
Understand the market:““Markets are conversations. Conversations among human beings sound human. Thehuman voice is typical...
Understand the market: How would your client talk   about their needs or questions to their friends,  colleagues, or spous...
Understand the market:  Take the perspective of your Most Valued Customer. Write down everything you imagine   her thinkin...
Ask yourself:What job are you tryingto help your customers     accomplish?         #getajob
Ask yourself:““What are people going to stop doing oncethey start using your product?What does your product replace? What ...
Jobs fall into 4 categories.        Behaviors    “I want to change    the way I act from       this to that.”             ...
Jobs fall into 4 categories.        Behaviors                                         Skills    “I want to change         ...
Jobs fall into 4 categories.        Behaviors                                         Skills    “I want to change         ...
Jobs fall into 4 categories.        Behaviors                                         Skills    “I want to change         ...
The more concrete the job, the easier it is to sell.                                   Identity                           ...
What’s the job?   Name the one job yourcustomer wants to completeby putting it into one of the 4categories: behaviors, ski...
#getajob
#getajob
#getajob
What’s the job? The key to successful product    development: taking the   perspective of your MVC &  understanding the jo...
What’s the job?Look at your current product or       service offerings: Do they represent clear jobs your customers are try...
Recap:• Use your big Why when you’re trying to achieve “buy  in”• Speak to the jobs your customer is trying to get done  w...
• Identify opportunities based on your  customers’ needs & desires in a way that  leads to massive impact• Evaluate your m...
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Getajob

  1. 1. Get a job! How to Get Bigger Results by Examining Your Customers Smallest Needs #getajob
  2. 2. I’m Tara Gentile and I believe you are the New Economy. #getajob
  3. 3. Our agenda:• Understand the difference between "buy in" and "buy now."• Learn how your big Why might be getting in the way of more sales.• Discover the 4 categories of value and how to use them to better communicate with your prospects.• Apply your customers perspective to create offers that sell easily & messages that spread rapidly.• Question & Answer #getajob
  4. 4. There’s a difference between... Getting buy in Getting the buy #getajob
  5. 5. This is true:““People don’t buy what you do, they buy why you do it.” -- Simon Sinek, Start With Why #getajob
  6. 6. This is true: Purpose drives buy in. It gets attention.It motivates and excites. #getajob
  7. 7. This is true:But it doesn’t help people to “buy now.” #getajob
  8. 8. Answers, outcomes, and functionality drive purchases. Get a job! #getajob
  9. 9. How do you communicate thevalue of your offers in a wayyour customers understand? Get a job! #getajob
  10. 10. We buy products to help us accomplish jobs. #getajob
  11. 11. Let’s figure out what those jobs might be.It starts with a conversation. #getajob
  12. 12. Understand the market:““Markets are conversations. Conversations among human beings sound human. Thehuman voice is typically open, natural, anduncontrived. People recognize each other by the sound of this voice.” -- The Cluetrain Manifesto #getajob
  13. 13. Understand the market: How would your client talk about their needs or questions to their friends, colleagues, or spouse? #getajob
  14. 14. Understand the market: Take the perspective of your Most Valued Customer. Write down everything you imagine her thinking on this topic. Only use 1st person. #getajob
  15. 15. Ask yourself:What job are you tryingto help your customers accomplish? #getajob
  16. 16. Ask yourself:““What are people going to stop doing oncethey start using your product?What does your product replace? What are theyswitching from? How did they do the job beforeyour product came along?”-- Jason Fried, 37Signals #getajob
  17. 17. Jobs fall into 4 categories. Behaviors “I want to change the way I act from this to that.” #getajob
  18. 18. Jobs fall into 4 categories. Behaviors Skills “I want to change “I want to learn the way I act from how to do this.” this to that.” #getajob
  19. 19. Jobs fall into 4 categories. Behaviors Skills “I want to change “I want to learn the way I act from how to do this.” this to that.” Beliefs “I want to change the way I think about this.” #getajob
  20. 20. Jobs fall into 4 categories. Behaviors Skills “I want to change “I want to learn the way I act from how to do this.” this to that.” Beliefs Identity “I want to change “I want to change the way I think who I am.” about this.” #getajob
  21. 21. The more concrete the job, the easier it is to sell. Identity “I want to change who I am.” Beliefs “I want to change the way I think about this.” Skills “I want to learn how to do this.” Behaviors “I want to change the way I act from this to that.” #getajob
  22. 22. What’s the job? Name the one job yourcustomer wants to completeby putting it into one of the 4categories: behaviors, skills, beliefs, identity. #getajob
  23. 23. #getajob
  24. 24. #getajob
  25. 25. #getajob
  26. 26. What’s the job? The key to successful product development: taking the perspective of your MVC & understanding the job she is trying to accomplish becausethey’ve bought into your vision. #getajob
  27. 27. What’s the job?Look at your current product or service offerings: Do they represent clear jobs your customers are trying to accomplish on the path to achieving your vision? #getajob
  28. 28. Recap:• Use your big Why when you’re trying to achieve “buy in”• Speak to the jobs your customer is trying to get done when you want to achieve “buy now”• Use your customer’s language to identify the job she needs to complete.• Jobs fall into 4 categories: behaviors, skills, beliefs, and identity. #getajob
  29. 29. • Identify opportunities based on your customers’ needs & desires in a way that leads to massive impact• Evaluate your marketing, sales copy, and offers from your customers’ point of view to ensure success• Communicate in a way that allows your message to spread rapidly and easily• Apply your learning to content strategy, strategic partnerships, and your business model to create sustainable business growthbit.ly/nathaliecpp
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