THE SECRET TO
       REVENUE GROWTH
         AND CAREER
        ADVANCEMENT
          Kristin Zhivago
#pmv
Corporate                                                It’s a
     tribal infighting                                    ...
Constantly                Customers
                                                          It’s also a
  changing      ...
Why
                                                           is it all
                                                 ...
No one is the “buyer authority”




November 3, 2010   GrandView Webinar - Kristin Zhivago   5
What does the buyer authority KNOW?




     What customers want to buy
     and how they want to buy it
November 3, 2010 ...
HOW DO YOU BECOME
           THE AUTHORITY?

            How do you gain that
            in-depth knowledge?

         WH...
November 3, 2010   GrandView Webinar - Kristin Zhivago   8
If you ask buyers the
         right way, at the
       right time, they will
      tell you exactly what
        you need...
There is a catch.




                   You have to DO it.
November 3, 2010        GrandView Webinar - Kristin Zhivago   ...
Interviewing:
        Simple. Powerful. Hard.
     Such a simple concept – ask them the right questions, the
      right ...
You have TWO BUYERS
                              Your CEO


                             Your Customers


               ...
What your CEO is buying
                       RESULTS (REVENUE)
                       RESULTS (REVENUE)



             ...
Become the CEO Authority
     Interview your CEO – so you KNOW:
             What’s driving him?
             What are ...
Interviewing your CEO
     Make an appointment – say you want to interview him/her to make
      sure that what you are d...
Become the Customer Authority
  Realize:
        Companies SELL.
        Customers BUY.
  Companies think like sellers...
Interview your Customers
    Why current customers?

          They know you (more than you think!) – strengths and weak...
Interviewing your Customers
     Why the telephone?
             Familiar working/thinking environment
             No ...
Interviewing your Customers
     Set up appt with email. You’ll get an hour if you set up an
      appointment.
     Ask...
The journey from the
        jungle to Revenue City

                    Logical, tested, step-by-step system 

November...
The Roadmap To Revenue
       DISCOVER        DEBATE                            DEPLOY
  Stop trying to    Resolve the    ...
“Branding is the promise
    that you make. Your
  brand is the promise that
         you keep.”
                   Kristi...
Five promise-keeping tools
                     Products & Services
                     People
                     Pr...
The Scrutiny Spectrum
    Four types of products/services in the world, according to
    the amount of scrutiny applied to...
Mapping the Buying Process
                                                                                  In each case:...
Answering their questions
   Can’t guess – must know
   It’s never quite what you think
   What is their “Critical Char...
Roadmap to Revenue
   The secret to company growth and personal growth is to
    INTERVIEW – your CEO and Customers
   B...
Thank You



                                   Kristin Zhivago
                        Zhivago Management Partners, Inc.
...
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The secret to revenue growth and career advancement

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Kristin Zhivago, Revenue Coach to company leaders, revealed the one thing you can do that will increase your revenue - and take your career to new heights. Her methods will also help you make the right decisions about product investments in 2011.

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The secret to revenue growth and career advancement

  1. 1. THE SECRET TO REVENUE GROWTH AND CAREER ADVANCEMENT Kristin Zhivago #pmv
  2. 2. Corporate It’s a tribal infighting jungle in here! No single vision Scope creep What due to subjectivity should CEOs have lost we be confidence doing? November 3, 2010 GrandView Webinar - Kristin Zhivago 2
  3. 3. Constantly Customers It’s also a changing in control of the jungle out landscape buying process, discussions there! How can we know Big Confusion, competition, differences what we distractions between should be different types of doing? buyers November 3, 2010 GrandView Webinar - Kristin Zhivago 3
  4. 4. Why is it all so broken? Because the company is flying blind November 3, 2010 GrandView Webinar - Kristin Zhivago 4
  5. 5. No one is the “buyer authority” November 3, 2010 GrandView Webinar - Kristin Zhivago 5
  6. 6. What does the buyer authority KNOW? What customers want to buy and how they want to buy it November 3, 2010 GrandView Webinar - Kristin Zhivago 6
  7. 7. HOW DO YOU BECOME THE AUTHORITY? How do you gain that in-depth knowledge? WHAT’S THE SECRET? November 3, 2010 GrandView Webinar - Kristin Zhivago 7
  8. 8. November 3, 2010 GrandView Webinar - Kristin Zhivago 8
  9. 9. If you ask buyers the right way, at the right time, they will tell you exactly what you need to know. Note: They won’t tell you while you’re selling to them November 3, 2010 GrandView Webinar - Kristin Zhivago 9
  10. 10. There is a catch. You have to DO it. November 3, 2010 GrandView Webinar - Kristin Zhivago 10
  11. 11. Interviewing: Simple. Powerful. Hard.  Such a simple concept – ask them the right questions, the right way, and you will find out what you need to know.  Logical – ask them what they want you to sell, and how they want you to sell it to them – so you know what to do.  It takes GUTS – you must step out of your comfort zone.  But that’s always where the revenue is. November 3, 2010 GrandView Webinar - Kristin Zhivago 11
  12. 12. You have TWO BUYERS Your CEO Your Customers Note: You can’t sell good marketing to your CEO unless you treat your CEO as your first customer November 3, 2010 GrandView Webinar - Kristin Zhivago 12
  13. 13. What your CEO is buying RESULTS (REVENUE) RESULTS (REVENUE) IN-DEPTH KNOWLEDGE OF WHAT CUSTOMERS WANT AND HOW THEY WANT TO BUY IT THE ABILITY TO USE THAT KNOWEDGE TO LEAD THE COMPANY IN THE RIGHT DIRECTION November 3, 2010 GrandView Webinar - Kristin Zhivago 13
  14. 14. Become the CEO Authority  Interview your CEO – so you KNOW:  What’s driving him?  What are her goals?  What’s driving him nuts?  What does she wishe you were doing?  How does he feel about what you’re doing now?  You need to KNOW what he/she really wants – your CEO will tell you, if you ask.  Don’t guess. Don’t assume. You’ll be wrong. November 3, 2010 GrandView Webinar - Kristin Zhivago 14
  15. 15. Interviewing your CEO  Make an appointment – say you want to interview him/her to make sure that what you are doing is on track  Say you will be interviewing customers as well, so that you successfully sync up his/her goals with customer preferences/buying processes  Record the conversation so you don’t have to worry about taking notes and you can engage in a meaningful conversation  Ask:  What are your key goals right now?  What’s your biggest challenge, running the company?  What do you think customers want from our products? What is the most “Critical Characteristic”?  If product management/marketing were running perfectly, what would it look like?  Are there any competitors who you think are doing it right? November 3, 2010 GrandView Webinar - Kristin Zhivago 15
  16. 16. Become the Customer Authority  Realize:  Companies SELL.  Customers BUY.  Companies think like sellers, not buyers  Customers have a BUYING PROCESS  Most companies make it difficult to buy  Don’t make what people want  Don’t sell the way people buy  Don’t answer questions people actually ask  Examples… November 3, 2010 GrandView Webinar - Kristin Zhivago 16
  17. 17. Interview your Customers  Why current customers?  They know you (more than you think!) – strengths and weaknesses  They will tell you what they were thinking when they were buying (they will tell you what they didn’t tell your salesperson!)  They have a vested interest in your success  You can reverse-engineer successful sales and manufacture sales in quantity November 3, 2010 GrandView Webinar - Kristin Zhivago 17
  18. 18. Interviewing your Customers  Why the telephone?  Familiar working/thinking environment  No physical distractions  Not a stiff focus group  You can have a real conversation  Record it, transcribe it, turn it into a report  Amazing insights into WHY  Web data can tell you what, but not why  Goes beyond what you can get with social media “listening”  You will be developing for and marketing to someone you have talked with, personally. You will have stories in your back pocket. November 3, 2010 GrandView Webinar - Kristin Zhivago 18
  19. 19. Interviewing your Customers  Set up appt with email. You’ll get an hour if you set up an appointment.  Ask open-ended questions  How do you feel about our products, services, company?  If you were looking for this product/service again, and didn’t know about us, what would you type into Google?  What do you think of our competition? What can we learn from them?  If you were CEO of our company tomorrow, what’s the first thing you would do?  What was your buying process? Who was involved? What were the stages? November 3, 2010 GrandView Webinar - Kristin Zhivago 19
  20. 20. The journey from the jungle to Revenue City  Logical, tested, step-by-step system  November 3, 2010 GrandView Webinar - Kristin Zhivago 20
  21. 21. The Roadmap To Revenue DISCOVER DEBATE DEPLOY Stop trying to Resolve the Map out their “sell” and differences buying process so “market.” between what you can support it they want and at every step. Interview, what you sell. Build an Action create reports, How they buy vs. Plan. summarize, how you sell. What you promise Stay on the Road. analyze, recommend. vs. what they want delivered. November 3, 2010 GrandView Webinar - Kristin Zhivago 21
  22. 22. “Branding is the promise that you make. Your brand is the promise that you keep.” Kristin Zhivago, Marketing Technology, 1994 November 3, 2010 GrandView Webinar - Kristin Zhivago 22
  23. 23. Five promise-keeping tools Products & Services People Processes Passion Policies November 3, 2010 GrandView Webinar - Kristin Zhivago 23
  24. 24. The Scrutiny Spectrum Four types of products/services in the world, according to the amount of scrutiny applied to the buying process:  Light Scrutiny – see it, buy it  Medium Scrutiny – see it, ask questions, buy it  Heavy Scrutiny – see it, ask lots of questions, test it, discuss with other buyers, talk to salesperson, sign contract  Intense Scrutiny – all of the above – but then you get married November 3, 2010 GrandView Webinar - Kristin Zhivago 24
  25. 25. Mapping the Buying Process In each case: What do they do – LIGHT See Ask Buy Rate and what should you do to make that easy? MEDIUM Search Ask Try Buy Rate HEAVY Search Ask Talk Test Sign Use Rate INTENSE Search Ask Study Talk Test Sign Use Rate November 3, 2010 GrandView Webinar - Kristin Zhivago 25
  26. 26. Answering their questions  Can’t guess – must know  It’s never quite what you think  What is their “Critical Characteristic?”  They must be satisfied with the answer – or will keep looking  Help them analyze their options  Biggest question: “What’s going to happen to me after I buy?” November 3, 2010 GrandView Webinar - Kristin Zhivago 26
  27. 27. Roadmap to Revenue  The secret to company growth and personal growth is to INTERVIEW – your CEO and Customers  Become the Authority  Focus on their buying process: WHAT they want to buy and HOW they want to buy it  Determine the promise you can keep  Map out the buying process  Build an action plan  Go for it November 3, 2010 GrandView Webinar - Kristin Zhivago 27
  28. 28. Thank You Kristin Zhivago Zhivago Management Partners, Inc. kristin@zhivago.com RevenueJournal.com Zhivago.com @KristinZhivago To be notified when the book is launched: Zhivago.com/Roadmap November 3, 2010 GrandView Webinar - Kristin Zhivago 28

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