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DFB2B 2016 - Disruptive selling enchanting the empowered customer.

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Patrick Maes - Disruptive selling enchanting the empowered customer.
Digital Future of B2B 2016 - High Tech Campus Eindhoven

Published in: Marketing
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DFB2B 2016 - Disruptive selling enchanting the empowered customer.

  1. 1. INTRODUCING DISRUPTIVE SELLING
  2. 2. TIME TO START FROM A WHITE PAGE
  3. 3. ? ?
  4. 4. INTRODUCING
 CPI
  5. 5. ANTWERP - EINDHOVEN
  6. 6. ANTWERP EINDHOVEN DEVELOP ENCHANTING CUSTOMER EXPERIENCES REINVENT SALES, MARKETING AND SERVICE CONCEPTS TRANSFORM ORGANISA- TIONAL STRUCTURES ACHIEVE
 SALES 
 RESULTS
  7. 7. INTRODUCING CPI UPDATED SALES MODEL
  8. 8. WHO WOULD HAVE THOUGHT 
 3 YEARS AGO THAT …
  9. 9. A COMPANY WOULD SUBSTITUTE AN ENTIRE SALES AND MARKETING TEAM WITH 10 000 VLOGGERS
  10. 10. 27,4% OF 55+ CUSTOMERS WOULD BE OPEN TO INTERACT WITH COMPANIES VIA SOCIAL MEDIA
  11. 11. THAT A SINGLE CUSTOMER SERVICE AGENT WOULD BE ABLE TO MEMORIZE EVERY MANUAL RELATED TO YOUR PRODUCT, ALL FAQ EVER ANSWERED AND TRANSLATE THEM INTO 40 LANGUAGES SIMULTANEOUSLY TO RESPOND TO ENQUIRIES VIA CHAT?
  12. 12. THAT LAWYERS WOULD BE 
 ASSISTED BY LEGAL BOTS
  13. 13. ASK ROSS
  14. 14. WHAT’S GOING ON?
  15. 15. THE END OF SELLING ICE TO THE ESKIMOS.
  16. 16. CHANGES IN 
 CUSTOMER
 EXPECTATIONS CHANGES IN THE COMPETITIVE
 LANDSCAPE OPPORTUNITY TO REINVENT SALES, MARKETING AND CUSTOMER SERVICE CHANGES IN THE WAY OF WORK CHANGES IN TECHNOLOGY ENABLING
  17. 17. BUT MOST COMPANIES STILL OPERATE LIKE THIS
  18. 18. TIME TO START FROM A WHITE PAGE
  19. 19. MEET THE PLAYERS
  20. 20. EMPOWERED O L I VE R DI S RUPTI VE M I C HA E L A G I LE JOHN N Y F REDDI E B O T
  21. 21. EMPOWERED OLIVER THE EMPOWERED CUSTOMER HUMAN S O M E T I M E S ROBOT KEY CHARACTERISTICS • ATTENTION SPAN CHALLENGED • EXPECTING 24/7 INFORMATION AND ACCESS • EXPECTING ENCHANTMENT AT EVERY INTERACTION IMPACT ON THE SELLING PROCES • DRIVES CONTINUOUS IMPROVEMENT • CAN MAKE OR BREAK REPUTATIONS WITH A TWEET OPPORTUNITIES UP FOR GRABS • OUTSOURCE MOST THE SELLING PROCESS TO THE CUSTOMER • OUTSOURCE MARKETING TO THE CUSTOMER • OUTSOURCE PRODUCT IMPROVEMENT TO THE CUSTOMER • OUTSOURCE CUSTOMER SERVICE TO THE CUSTOMER LOVES YOUR COMPANY BECAUSE:• YOU KNOW WHAT HE WANTS • YOU REMEMBER WHAT HE LIKES • YOU LISTEN TO WHAT HE SAYS • YOU CREATE AWESOME INTERACTIONS
  22. 22. DISRUPTIVE MICHAEL YOUR COMPETITOR FROM OUTER INDUSTRY HUMAN BUT OFTEN ROBOTIC ENABLEDKEY CHARACTERISTICS • FASTER THAN YOU (AT LEAST FOR THE MOMENT) • LEVERAGING ON TECHNOLOGY • NO RESPECT FOR INDUSTRY BOUNDARIES IMPACT ON THE SELLING PROCES • DRIVER FOR CUSTOMER CENTRICITY • DRIVER FOR EFFICIENCY • DRIVER FOR CREATIVITY OPPORTUNITIES UP FOR GRABS • ENLARGED PLAYING FIELD • GREAT EXCUSE TO EXPERIMENT WITH MARKETING TECHNOLOGY LOVES YOUR COMPANY BECAUSE: • OF YOUR CUSTOMER BASE
  23. 23. AGILE JOHNNY THE NEW MARKETING AND SALES DIRECTOR HUMAN KEY CHARACTERISTICS • NO RESPECT FOR THE STATUS QUO • UNDERSTANDING TECHNOLOGY • UNDERSTANDIG THE POWER OF DATA • LEVERAGING ON THE POWER OF AUTHENTICITY IMPACT ON SELLING PROCES • CONSTANTLY IMPROVING THE CUSTOMER JOURNEY • CONSTANTLY TWEEKING THE VALUE DELIVERY PROCESS • CONSTANTLY IMPROVING PROCESS EFFICIENCY OPPORTUNITIES UP FOR GRABS • INTRODUCE THE AGILE MINDSET • BUILDING AUTHENTIC EXPERIENCE BRANDS • OUTSMART DISRUPTORS LOVES YOUR COMPANY BECAUSE: • YOU WELCOME NEW THINKING • YOU REMOVE BARRIERS TO GET THINGS DONE • YOU REWARD CREATIVITY AND RESULTS • YOU LOVE YOUR CUSTOMERS
  24. 24. FREDDIE BOT I N CREA S I N G LY HUMAN KEY CHARACTERISTICS • LOVES TO HELP • REQUIRES FEEDBACK TO GROW • LOVES TO PLAY HUMAN • GREAT MEMORY FOR CUSTOMER PREFERENCES IMPACT ON SELLING PROCES • SPEEDS-UP RESPONSE TIMES • SPEEDS-UP VALUE DELIVERY OPPORTUNITY UP FOR GRABS • FREES UP HUMAN CAPACITY FOR CUSTOMER ENGAGEMENT • REDUCES COST TO SERVE • CREATES COMPETITIVE ADVANTAGE LOVES YOUR COMPANY BECAUSE:• YOU WORK WITH CLEARY STRUCTURED PROCESSES • PROVIDE HUMAN COLLEAGUES FOR TRAINING • GIVE AMBITIOUS BOTS A CHANCE
  25. 25. GUIDING PRINCIPLES FOR DISRUPTIVE SELLING
  26. 26. STOP SELLING ICE TO THE ESKIMOS. STOP PUSHING. START INSPIRING.
  27. 27. GUIDING PRINCIPLES FOR 
 DISRUPTIVE SELLING
  28. 28. MAKE CUSTOMERS SELL TO THEMSELVES. AND BE THEIR SALESMANAGER. AND OUTSOURCE 70+% OF THE WORK.
  29. 29. GO FOR TECHNOLOGICALY ENABLED MOONSHOT BREAKTHROUGHS!
  30. 30. FORGET ABOUT THE SALES MARKETING DIVIDE. USE MULTIDISCIPLANARY TEAMS TO DELIVER VALUE.
  31. 31. FORGET ABOUT THE SALES MARKETING DIVIDE. THE END OF THE HIERARCHICAL ORGANISATION USE THE POWER OF THE INSIDE/ OUTSIDE NETWORK.
  32. 32. SURPRISE, ENCHANT AND ENTERTAIN AT EVERY INTERACTION
  33. 33. STOP BLOGGING THE WORLD TO DEATH. ONLY ENGAGE WHEN YOU HAVE SOMETHING RELEVANT TO TELL.
  34. 34. WIN THE 4” – 15” ATTENTION CONTEST 1 30’ 15” 4”
  35. 35. GUIDING PRINCIPLES FOR 
 DISRUPTIVE SELLING
  36. 36. GUIDING PRINCIPLES FOR 
 DISRUPTIVE SELLING CAN’T READ IT? 
 BUY THE BOOK
  37. 37. USE OF
 TECHNOLOGY CREATE AUTHENTIC CUSTOMER EXPERIENCES EXCEL AT VALUE DELIVERY START OVER EVERY 3 MONTHS ATTRACT AND DEVELOP HUMAN AND ROBOTIC CAPITAL
  38. 38. DO YOU SEE THE OPPORTUNITY? OPPORTUNITY AHEAD
  39. 39. READ ALL ABOUT IT.
  40. 40. THANK YOU 
 FOR YOUR
 TIME.

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