Straight Talk to Customer Value Journey Audit by Natalia Nicholson The goal of this lesson is to give you a scalable plan for transforming strangers into rabid buyers and raving super-fans... profitably and predictably.

1. Straight Talk to
CUSTOMER VALUE
JOURNEY
OPTIMIZATION AUDIT

2. OUR GOAL
GIVE YOU A SCALABLE PLAN FOR TRANSFORMING STRANGERS
INTO RABID BUYERS AND RAVING SUPER-FANS…PROFITABLY
AND PREDICTABLY

3. THE PROBLEM
WHY YOUR BUSINESS LIKELY ISN’T GROWING AS FAST
AS IT SHOULD

4. LET’S DISCUSS WHAT IS NOT
THE PROBLEM…
• Awareness is NOT the problem
(we can get you all you want)
• Market demand is NOT the problem
(you clearly have something people want
and need)
• Your product is NOT the problem

5. FACT: Your product is great…

6. …your customer just doesn’t “get
it.”

7. A VALUE JOURNEY IS THE SOLUTION
A PROVEN PROCESS FOR PREDICTABLE AND PROFITABLE GROWTH

8. OUR METHODOLOGY
A PROVEN PROCESS FOR PREDICTABLE AND PROFITABLE GROWTH

9. FACT: Sales and Marketing Have Changed…

10. REMEMBER WHEN THIS WAS A
THING?

11. How far along the sales process a B2B customer
is before they engage with a sales person.
SOURCE: https://www.cebglobal.com/blogs/b2b-sales-and-marketing-two-numbers-you-should-care-about/

12. And it doesn’t matter if your business is “offline”…

13. While 97% of purchasing decisions are
starting on the Internet...less than 6%
are happening on the Internet.”
Spencer Spinnell
Director of Emerging Platforms, Google
“

14. So yes, sales and marketing have
changed, but one thing hasn’t…

16. HUMAN TO HUMAN

17. How does human
intimacy happen?”
Desmond Morris
“

18. 1. Eye to body
2. Eye to eye
3. Voice to voice
4. Hand to hand
5. Arm to shoulder
6. Arm to waist/back (a.k.a. hug)
12 STAGES OF INTIMACY
7. Mouth to mouth
8. Hand to head
9. Hand to body
10. Mouth to body
11. Hand to ________
12. Ultimate Intimacy

19. ENGAGE SUBSCRIBE
CONVERTEXCITEASCEND
ADVOCATE PROMOTE
AWARE

20. LET’S TALK ABOUT YOUR VALUE JOURNEY…

21. WHAT DO WE KNOW?
A REVIEW OF YOUR EXISTING VALUE JOURNEY

22. HOW ARE YOU MAKING YOUR
CUSTOMERS AWARE OF YOU?
____________________________
_________
____________________________
_________
____________________________
_________
____________________________
_________

23. HOW ARE YOU MAKING YOUR
CUSTOMERS ENGAGE WITH YOU?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________

24. HOW DO YOU GET YOUR CUSTOMERS TO
SUBSCRIBE TO YOU?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________

25. HOW DO YOU GET YOUR CUSTOMERS TO
CONVERT?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________

26. HOW DO YOU EXCITE YOUR
CUSTOMERS?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________

27. HOW DO YOU GET YOUR CUSTOMER TO
ASCEND?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________

28. HOW DO YOU GET YOU CUSTOMERS TO
ADVOCATE YOU?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________

29. HOW DO YOU GET YOUR CUSTOMERS TO
PROMOTE YOU?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________

31. PROPOSED VALUE JOURNEY
HOW TO TRANSFORM STRANGERS INTO CUSTOMERS

32. VALUE JOURNEY CANVAS - [COMPANY NAME]
Prospect sees an ad,
finds you in search,
hears about you via
referral, etc.
Prospect reads a blog
post, engages on
social media, watches
a video, etc.
Prospects opts in to
receive gated content
Prospect makes a
small
purchase/schedules
demo
Customer gets actual
value from the initial
transaction
Core Offer
Successful customer
gives a
testimonial/case study
Successful customer
tells friends and
colleagues about your
brand
Upsell #1
Upsell #2
Upsell #…

33. HOW DO WE GROW?
QUICK WINS AND OPPORTUNITIES FOR OPTIMIZATION

34. OPTIMIZATION
OPPORTUNITIES AND QUICK
WINS
• List opportunity here, for example…
• Expand into additional channels such as [list possible
channels] to increase traffic to the existing offer.
• Optimize the Lead Magnet and landing page to capture
more leads from the traffic you’re already receiving.
• Deploy an automated follow-up “machine” to increase
sales from the leads you’re already receiving.
• QUICK WIN: List a simple thing they can do right away
that would deliver a result (builds belief and offers value in
advance)

35. NEXT STEPS
THIS WAS FUN…LET’S DO IT AGAIN :)

36. RECOMMENDED ACTIONS AND
NEXT STEPS…
• List first recommended service
• List second recommended service
• List another recommended service
• And another…
• Close with the most important thing that they
would be totally crazy if they didn’t do…

37. THANK YOU!
www.natalianicholson.com