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Best Practices for Obtaining a
Better Customer Experience
Through Guided Selling
Personalizing the customer experience is ...
Agenda
• Guided Selling 101
• Background of Guided Selling
• How Guided Selling Solves Business Challenges
o Customer Expe...
Guided Selling 101
How Guided Selling From ExactTarget Marketing
Cloud is Built
Overall Goals of Guided Selling
• Engage your customers and lead them to the right products and content. Ask key
questions...
How Guided Selling Solves Business Challenges
Flexibility
Scalability
Powerful Results and Customer Insights
More than just a Traditional Conversion Tool
• Real-time Market Research
• Brand Push to Retail Partners - where to buy or...
Best Practices
Best Practices for Guided Selling – Broken Into Four
Sections:
Best Practices
Section 1: Setup and Traffic Drivers
Setup and Traffic Drivers
• Think about the finish line FIRST
• Start with the results page in mind when setting up your t...
Setup and Traffic Drivers
• Location, Location, Location
• Once your tool is set up and live, you will need to put it in a...
Setup and Traffic Drivers
• Promote your Guided Selling tool on
social media outlets and in email
campaigns. Tell your cus...
Best Practices
Section 2: Tool Mechanics
Tool Mechanics
• Report on the Progress
• Tell users where they are in the tool by including a
simple and easy-to-follow p...
Tool Mechanics
• Offer Tips and Tricks
• Tips can range from product details and definitions to
question clarifications.
•...
Limit the Number of Questions
• Less is more
• The fewer number of clicks (and
questions), the better.
• Create an experie...
Best Practices
Section 3: The Questions
Concise, Clear Question Writing
• Make it cut and dry.
• Don’t allow users to answer questions with “I
don’t know” or “I a...
Think Consultative
• Instead of asking a directly what they
are looking for, ask lifestyle or usage
based question.
• Thin...
Best Practices
Section 4: The Results
Give them Options
• Make sure your tool results page has
clear calls to action like “buy now,” “find
a store,” or “sign up...
Layout to Encourage Call-to-Action
• The layout and content of your results
page should always reflect
how your products a...
Give them a little something extra
• If you partner with a ratings and review
provider, you can also include the
review st...
Resources:
Guided Selling Best Practices Guide
White Paper
Link to Download:
http://www.exacttarget.com/guided-
selling-be...
Get Social in June
Webinars
http://www.exacttarget.com/resource-center/webinarsRegister:
June 12th @ 2:00 pm EDT
Bringing ...
exacttarget.com
Best Practices for Obtaining  a Better Customer Experience through Guided Selling
Best Practices for Obtaining  a Better Customer Experience through Guided Selling
Best Practices for Obtaining  a Better Customer Experience through Guided Selling
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Best Practices for Obtaining a Better Customer Experience through Guided Selling

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As a retailer or brand, you desire every online customer experience to match the experience in-store or over the phone with your subject matter experts. You know that when engaged by knowledgeable salespeople or customer service representatives, consumers are more likely to find products or services that best meet their needs and desires.
Predictive Intelligence capabilities from ExactTarget Marketing Cloud can take these in-person interactions with your customer and create the same experience in the digital world. After reviewing the best practices discussed on this webinar, your brand will be ready to create Guided Selling tools across your digital channels that lead to more engaged and satisfied customers.

Published in: Marketing, Technology, Business
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Best Practices for Obtaining a Better Customer Experience through Guided Selling

  1. 1. Best Practices for Obtaining a Better Customer Experience Through Guided Selling Personalizing the customer experience is as easy as having a conversation.
  2. 2. Agenda • Guided Selling 101 • Background of Guided Selling • How Guided Selling Solves Business Challenges o Customer Experience o Data Gathering o Preferences • More than just a conversion tool – Unique uses for Guided Selling • Best Practices for Guided Selling: • Section 1: Setup and Traffic Drivers • Section 2: Tool Mechanics • Section 3: The Questions • Section 4:The Results • Q&A
  3. 3. Guided Selling 101
  4. 4. How Guided Selling From ExactTarget Marketing Cloud is Built
  5. 5. Overall Goals of Guided Selling • Engage your customers and lead them to the right products and content. Ask key questions to understand their needs and interests, and make recommendations based on their answers. • Educate your customers by providing them with relevant information at each step of their research process, so they can make informed decisions. • Enrich the experience for your customers by gathering explicit customer data. Combine this data with behavioral insights and build holistic profiles of your customers’ preferences to influence cross-channel personalization.
  6. 6. How Guided Selling Solves Business Challenges Flexibility Scalability Powerful Results and Customer Insights
  7. 7. More than just a Traditional Conversion Tool • Real-time Market Research • Brand Push to Retail Partners - where to buy or store locator • Educate Consumers • In-Store Sales Staff Tool • Customer Service Tool • Lead Generator • Brand Awareness - new product or line launch
  8. 8. Best Practices
  9. 9. Best Practices for Guided Selling – Broken Into Four Sections:
  10. 10. Best Practices Section 1: Setup and Traffic Drivers
  11. 11. Setup and Traffic Drivers • Think about the finish line FIRST • Start with the results page in mind when setting up your tool. • Ask yourself, what products or services do you want to showcase? • Work backwards to create a tool that best describes the reasons why your customer should purchase and the products and features that differentiates your brand. • Knowing what information is most important will help you to pick questions that directly relate and guide your users to the results they want to see most.
  12. 12. Setup and Traffic Drivers • Location, Location, Location • Once your tool is set up and live, you will need to put it in a noticeable location on your website so users can find it and use it. The global navigation of your site The category landing page or the product detail page.Or, within your product recommendations
  13. 13. Setup and Traffic Drivers • Promote your Guided Selling tool on social media outlets and in email campaigns. Tell your customers and potential customers all about your awesome Guided Selling tool and how they could benefit from it by sharing the tool on your company Facebook or Twitter page, email campaign, or on a company blog. • The sky’s the limit, but without any doubt, get chatty with it! Get Chatty with it
  14. 14. Best Practices Section 2: Tool Mechanics
  15. 15. Tool Mechanics • Report on the Progress • Tell users where they are in the tool by including a simple and easy-to-follow progress bar in the design. • You can also make the progress bar function as tool navigation by allowing the user to click on different points on the progress bar within it to move back and forth through the questions.
  16. 16. Tool Mechanics • Offer Tips and Tricks • Tips can range from product details and definitions to question clarifications. • Include social media share buttons allowing users to share their results from their experience with the tool as well as promote your website to their followers. • Allow users to email or print their results to take it to the store (if applicable) or to shop later online.
  17. 17. Limit the Number of Questions • Less is more • The fewer number of clicks (and questions), the better. • Create an experience that is two and a half minutes or less • Three and seven questions
  18. 18. Best Practices Section 3: The Questions
  19. 19. Concise, Clear Question Writing • Make it cut and dry. • Don’t allow users to answer questions with “I don’t know” or “I am unsure.” This won’t help you gather insight about their buying habits and could waste their time. • Only ask questions that allow you to optimize the user’s end recommendations. • Ask standalone questions and not those with conditionals (i.e. if this, then show this).
  20. 20. Think Consultative • Instead of asking a directly what they are looking for, ask lifestyle or usage based question. • Think of your guided selling tool as your own digital consultant - ask the types of questions that an experienced sales person would ask instead of information a user could find using advanced filtration. • When trying to help a user determine the size of TV she might need ask her: • “How far away are you going to sit from the TV?” • “Can you control the lighting in the room?” • Instead of asking a user if they are looking for a 32” or 50” TV.
  21. 21. Best Practices Section 4: The Results
  22. 22. Give them Options • Make sure your tool results page has clear calls to action like “buy now,” “find a store,” or “sign up today.” Let your users take action from their results. Likewise, offer a print option, email function, or share.
  23. 23. Layout to Encourage Call-to-Action • The layout and content of your results page should always reflect how your products are merchandized. • If you market a product with a three step-process or with a kit, make sure the results page is designed with that in mind. • You likely won’t just offer one part of the process—you would offer all three. So be sure to design it that way.
  24. 24. Give them a little something extra • If you partner with a ratings and review provider, you can also include the review stars with each product recommended to help drive conversion. • Integrate with your Buy Now or Add-to- Cart functions • Integrate with your Product Detail Pop- Ups or Quick View pages
  25. 25. Resources: Guided Selling Best Practices Guide White Paper Link to Download: http://www.exacttarget.com/guided- selling-best-practices Guided Selling Data Sheet Link to Download: https://apps.gosavo.com/ExactTarget/LinkDo wnload?asset-id=95b3a4ea-7a17-41aa-a380- 9e7710804abc
  26. 26. Get Social in June Webinars http://www.exacttarget.com/resource-center/webinarsRegister: June 12th @ 2:00 pm EDT Bringing You Closer to Your Social Customers June 26th @ 2:00 pm EDT Social in Action: Streamline Your Social Content Marketing
  27. 27. exacttarget.com

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