SlideShare a Scribd company logo
1 of 74
In B2B marketing, 
we’re in the business of 
PERSUASION 
www.earnest-agency.com 
Image: Unsplash.com <Alejandro Escamilla>
Everyday we persuade people we often 
www.earnest-agency.com 
don’t know to: 
Open our 
emails 
Visit our 
websites 
Download our 
white papers 
Watch our 
videos 
Follow us on 
Twitter 
And even once in a while, buy something 
from us.
www.earnest-agency.com 
It’s all about 
persuading 
people to say ‘YES’ 
Image: Flickr <Creative Commons>
www.earnest-agency.com 
The thing is: 
“The buyers pipeline requires a 
series of micro-yesses before 
getting to that macro yes.” 
YES 
[Brandon Stamschrar, MECLABS]
www.earnest-agency.com 
So what 
makes people 
say ‘YES’ 
? 
Image: Earnest
www.earnest-agency.com 
“Each micro yes is about 
perceived value v perceived cost.” 
[Brandon Stamschrar, MECLABS]
www.earnest-agency.com 
But when making micro-yesses 
buyers don’t: 
Evaluate all the options 
Investigate each option fully 
Apply everything they know 
Assign a value and cost to 
each option 
 
 
 
 
Image: Unsplash <Dietmar Becker>
Because… 
> They haven’t got the time 
> They’re subject to biases 
> They’re stifled by choice 
> They’re inherently lazy thinkers 
www.earnest-agency.com 
And the 
big one: 
THEY 
HATE 
RISK 
Image: Flickr <Creative Commons>
“When making any choice our first instinct is not 
www.earnest-agency.com 
to choose the ‘best answer’ 
but the answer which minimises the harm we 
personally can suffer in the worst case outcome.” 
[John Von Neumann via Rory Sutherland]
www.earnest-agency.com 
Others call this 
“SATISFICING” 
(To Satisfy + Suffice) 
CHANCE Where buyers opt for the 
low risk, easy solution 
rather than searching for 
the best possible solution. 
No 
thanks
www.earnest-agency.com 
And they’re not 
even aware of it. 
Because 85% of 
decisions are made 
by the unconscious 
part of the 
brain. 
[Martin Lindstrom, 
Buyology] 
Image: Flickr <Creative Commons>
www.earnest-agency.com 
It means the micro-yesses 
even for the 
biggest decisions 
Image: Unsplash.com <Maria Carrasco>
www.earnest-agency.com 
So the big question is 
what makes business buyers more 
likely to say 
?
Essentially, we need to be 
aware of how people think 
because it influences how 
they make decisions. 
www.earnest-agency.com 
Image: Shutterstock
www.earnest-agency.com 
There are two ways: 
FAST 
& 
SLOW 
[Thanks 
Daniel 
Kahneman]
www.earnest-agency.com 
FAST 
Aka. System 1 or 
Autopilot 
• Operates automatically 
• Assesses what’s going on 
in our environment 
• Determines whether we 
should direct more 
attention to a task 
Image: Unsplash.com <Anna Dziubinska>
It helps us make 
SNAP JUDGEMENTS 
Serving as 
OUR FILTER OF THE WORLD 
P.S 
It also determines 
whether buyers pay 
attention to your 
communications 
or not * 
* Unfortunately typically not
Because without it, things 
like this would kill us. 
www.earnest-agency.com 
Image: Unsplash.com <Thomas Lefebvre>
SLOW 
www.earnest-agency.com 
And then 
there’s the 
other way of 
thinking… 
Aka. System 2 
or Pilot 
Image: Unsplash.com <Todd Quackenbush>
www.earnest-agency.com 
THE 
THINGS 
SYSTEM 
ONE 
FINDS 
HARD 
TO 
PROCESS 
[OUCH]
It means System 2 requires: 
ATTENTION 
EFFORT
But remember we’re 
www.earnest-agency.com 
LAZY THINKERS 
(you, me & even your buyers) 
so we try to make our lives 
easier by substituting 
difficult questions with 
simpler ones 
Image: Shutterstock
www.earnest-agency.com 
So when it 
comes to asking 
the question: 
Which of these 
service providers 
will do the best 
job? 
Buyers can 
end up 
asking: 
Which of these 
sales people do I 
like the best? 
Which of these 
brands will my 
boss have heard 
of? 
Isn’t it easier to go 
with the guys we’ve 
always used? 
Image: Flickr <Creative Commons>
SYSTEM 2 
As B2B marketers 
we tend to design for 
System 2, but it’s 
POINTLESS 
if we never break 
through System 1. 
Score:000
Especially when in most cases, people make 
decisions like this… 
System 1 
Autopilot 
System 2 
Pilot 
Input Decision
www.earnest-agency.com 
The fact is even if you 
sell something that’s 
BIG, 
COMPLEX and 
CONSIDERED 
you’ve got to break 
through their System 1. 
Image: Unsplash.com <Martin Wessely>
www.earnest-agency.com 
Because if they don’t: 
Open your emails 
Download your content 
Attend your events 
Take your calls 
 
 
 
 
The 
Micro- 
Yesses 
You’re being filtered out
You need to make 
first impressions 
count 
How long have you got? 
Ad in popular magazines – 1.7 secs 
Ad in trade journals – 3.2 secs 
Poster – 1.5 secs 
Mailing – 2 secs 
Banner ad – 1 sec 
www.earnest-agency.com 
[Via Phil Barden, Decoded] 
Image: Unsplash.com <Sonja Langford>
www.earnest-agency.com 
So how do you 
make the cut? 
EASY does it 
Image: Unsplash.com <Loudge>
www.earnest-agency.com 
Make it easy for buyers 
so you secure that micro-yes 
EVERY TIME
www.earnest-agency.com 
Because if you make it easy 
they’re more likely to Like 
what they see and 
BELIEVE 
what you have to say
As the easiest thing in the world for 
them is to: 
DO 
NOTHING 
[Some call this Status Quo bias – 
the fact is most people just hate 
change] 
Image: Unsplash.com<Caleb Thal> www.earnest-agency.com
www.earnest-agency.com 
COMPLEX =COGNITIVE STRAIN 
=HARDER TO UNDERSTAND =PAINFUL 
= HIGHER PERCEIVED 
RISK
Feels good 
www.earnest-agency.com 
What does EASY look like? 
EASE 
Feels familiar 
Feels true 
Feels effortless 
Repeated experience 
Clear display 
Primed idea 
Good mood 
[Causes and Consequences of Cognitive Ease: Thinking, Fast and Slow]
www.earnest-agency.com 
And this is where 
BRANDING pays dividends 
Image: Unsplash.com <Mario Calvo>
www.earnest-agency.com 
It’s all about 
building… 
FAMILIARITY and 
FAVOURABILITY 
[See it’s not going to kill you this time] 
Image: Unsplash.com <Thomas Lefebvre>
And it’s why we prefer brands 
www.earnest-agency.com 
we KNOW 
rather than 
brands we’ve 
NEVER heard of before
www.earnest-agency.com 
Because the things 
we are 
MORE FAMILIAR 
with are 
EASIER TO PROCESS 
“The experience of familiarity has 
a simple but powerful quality of 
‘pastness’ that seems to indicate 
that it is a direct reflection of prior 
experience.” 
[Larry Jacoby] 
Image: Unsplash.com <Griffin Keller>
www.earnest-agency.com 
And simply being 
EXPOSED to one 
BRAND more than 
another can have the 
desired effect. 
BRAND 
BRAND 
BRAND 
BRAND 
BRAND 
BRAND 
BRAND 
BRAND 
BRAND
Research shows that 
people tend to develop a 
PREFERENCE 
for things simply because 
www.earnest-agency.com 
Research shows that 
people tend to develop a 
PREFERENCE 
for things simply because 
they are more 
familiar with them.* 
* The Mere Exposure Effect 
[Robert Zajonc] 
they are more 
familiar with them.* 
* The Mere Exposure Effect 
[Robert Zajonc]
www.earnest-agency.com 
Novel stimulus leads to a 
fear and avoidance response. 
But with 
REPEATED EXPOSURE, 
the stimulus causes less fear. 
We even react fondly to it. 
[Often without knowing it.]
Yet know one knows you. 
[Even the one with the half baked offer.]
www.earnest-agency.com 
The thing is in B2B, 
brands are just about 
equal in INFLUENCE 
and only just behind price 
and product. 
Strong brands 
outperform weak 
brands by 20%. 
[McKinsey] 
Image: Unsplash<WojtekWitkowski>
This is where your content 
marketing, search and social 
media strategy could pay 
dividends. 
www.earnest-agency.com 
CAN’T 
AFFORD A 
BIG BRAND 
CAMPAIGN? 
Making you visible. Useful. 
Relevant. 
Increasing your exposure. 
Reducing cognitive strain. 
Image: Flickr <Creative Commons>
What other ways can you make it EASY for buyers? 
Make your 
message 
simple for 
buyers to 
understand 
If you want to be 
seen as credible 
and intelligent, 
don’t use 
complex 
language when 
simpler language 
will do. 
[Want scientific proof? 
Check out ‘Consequences of Erudite 
Vernacular Utilized Irrespective of 
Necessity:Problems with Using Long 
Words Needlessly’ by Danny 
Oppenheimer] 
JARGON
Don’t 
overload your 
buyers with 
too many 
options. 
Too much choice 
is the same as no 
choice at all. 
[Barry Schwarz] 
Aka. 
Paradox of Choice
Be relevant. 
Information that stands 
out - and is novel and 
salient - is more likely 
to affect the way a 
buyer thinks and acts. 
[P Dolan, Mindspace]
Ensure a seamless 
journey for buyers, 
every step of the way. 
X 
X 
X 
Let people 
accomplish tasks as 
easily and directly 
as possible. 
[Don’t make me think: Steve Krug]
www.earnest-agency.com 
And get to the 
of what’s really motivating 
people to buy from you
www.earnest-agency.com 
Because they’re sure as hell not buying 
your products or services for the sake of it. 
They’re a means to an end. 
“To understand people 
one needs to 
understand what leads 
them to act as they do, 
and to understand 
what leads them to act 
as they do one needs to 
know their goals.” 
[Motives and Cultural Models, edited by 
Roy G. D'Andrade, Claudia Strauss] 
Image: Unsplash.com <Daniel Ruswick>
And that end is 
ultimately about 
convincing them you 
can satisfy their goals 
more effectively than 
your rivals. 
www.earnest-agency.com 
. 
EXPLICIT 
& 
IMPLICIT 
Image: Unsplash.com <Sunset Girl>
www.earnest-agency.com 
Think of them like this… 
EXPLICIT 
goals 
IMPLICIT 
goals 
CATEGORY 
SPECIFIC 
DRIVEN BY 
ORGANISATION 
NEED TO DEMONSTRATE YOU 
CAN SATISFY THESE GOALS IN 
ORDER TO COMPETE 
BUYER 
SPECIFIC 
DRIVEN BY 
INDIVIDUAL 
USE TO DEMONSTRATE 
YOUR OFFER AND BOOST 
YOUR APPEAL
As B2B Marketers we tend to focus on the explicit goals. 
www.earnest-agency.com 
But there’s 
only so far 
promising to: 
Transform their business 
Deliver greater efficiency 
Lower cost 
Improve productivity 
Increase revenue 
Demonstrate ROI 
& all that jazz will 
take you 
* Delete as appropriate 
*
www.earnest-agency.com 
Especially when every other chancer 
in your market is professing to do 
MUCH THE SAME 
Albeit it a slightly different way. 
Image: Unsplash.com <Brownie>
www.earnest-agency.com 
That’s where being able to 
satisfy not only their explicit 
but also their implicit goals 
can pay dividends. 
The stuff that motivates 
people PERSONALLY 
(whether they know it or not) 
Image: Unsplash.com <Timothy Muza>
www.earnest-agency.com 
So what do these implicit goals look like? 
Research 
shows there 
are two basic 
motivational 
drivers 
PROMOTION 
Emphasis = 
> Gaining 
> Benefiting 
PREVENTION > Progressing in some way 
Emphasis = 
> Avoiding loss 
> Protecting status quo 
> Living up to expectation
Think about where your audience 
It provides their 
FRAME OF REFERENCE 
and determines whether its 
best to position what you have to 
offer as avoiding loss or gain. 
www.earnest-agency.com 
is starting from. 
What’s their anchor point?
www.earnest-agency.com 
How can this inform the way 
you THINK about your 
audience… 
Image: Unsplash.com <Craig Garner>
…Adding another dimension to your personas that 
can help inform and shape your 
www.earnest-agency.com 
messaging, 
campaign 
& content strategies? 
Image: Unsplash.com <IlhamRahmansyah>
Implicit goals Primary driver Motivations Persona 
www.earnest-agency.com 
Progress 
Recognition 
Stimulation 
Avoidance 
Control 
Obligation 
PREVENTION PROMOTION 
I need to do this to get 
ahead 
I need to do this to look 
good 
I need to do this to learn / 
because it looks interesting 
I need to do this to avoid 
losing out / losing 
something 
I need to do this to stay in 
control 
I need to do this because 
it’s expected of me 
Gain an advantage over 
others; Innovate; Lead 
the field 
Receive acclaim; Advance 
career; Win 
awards/accolades 
Personal discovery; Learning 
experience; Challenge myself; 
Helping others 
Be secure; Prevent losses; 
Avoid threats 
Stay on top; Maintain 
status quo; Be 
empowered 
Need to comply; Fulfil 
promises; Be true to my 
word 
Go-getter 
Status 
seeker 
Adventurer 
Worrier 
Controller 
Box-ticker 
Earnest Goal Matrix: It’s yours to use and abuse
www.earnest-agency.com 
Psst. 
Different decision-makers and influencers 
(even within the same organisation) will have 
different motivations and biases. 
Work to identify which personas they fit 
– and tailor your story to hit the right 
implicit & explicit goals.
www.earnest-agency.com 
So when all your 
competitors gather 
here… 
EXPLICIT 
goals
You win by 
differentiating 
here… 
www.earnest-agency.com 
So when all your 
competitors gather 
here… 
EXPLICIT 
goals 
IMPLICIT 
goals
www.earnest-agency.com 
“More C-Suite execs are increasingly 
making decisions about technology 
purchases they know nothing about. 
As a result, many decision makers choose 
suppliers based on personal value.” 
[O&M, Admap] 
Image: Unsplash.com <Liam Andrew>
www.earnest-agency.com 
STILL NOT CONVINCED? 
“Buyers who see personal value are not 
only much more likely to purchase that 
brand, they are even more likely to pay a 
higher price.” 
[CEB Marketing Leadership Council / Google 2013] 
Image: Unsplash.com <Vladimir Kramer>
www.earnest-agency.com 
Finally, never lose 
sight of the influence 
of others. 
People (your buyers) 
learn by copying 
others. 
Image: Unsplash.com <Jonas Nilsson Lee>
And it’s still true when 
people buy things today. 
They copy the behaviour 
of others, as it reduces 
perceived risk. 
www.earnest-agency.com 
When we were in fear of 
predators, it allowed us to 
determine what was safe 
(and what wasn’t).
www.earnest-agency.com 
It’s why the more: 
> Case studies 
> Client reference sites 
> Testimonials 
> Positive Reviews 
> Followers 
> Likes 
> Shares 
…you have, 
YES 
the more likely you are to 
get even MORE.
www.earnest-agency.com 
So business 
people are not 
quite as rational 
as you think, 
even for the 
biggest business 
decisions.
www.earnest-agency.com 
“The next revolution 
will be psychological 
– not technological.” 
[Rory Sutherland] 
Image: Unsplash.com <Jake Givens>
www.earnest-agency.com 
ARE YOU READY
www.earnest-agency.com 
earnest-agency.com 
@earnestagency 
Sign up to the next 
installment: 
Email: 
Behave@earnest-agency.com 
with the subject line: Yes 
Cover image: Unsplash.com <Sebastian Muller>
www.earnest-agency.com

More Related Content

What's hot

How the Challenger Sale philosophy applies to CSM
How the Challenger Sale philosophy applies to CSMHow the Challenger Sale philosophy applies to CSM
How the Challenger Sale philosophy applies to CSMGainsight
 
FROM GOOD TO GREAT
FROM GOOD TO GREATFROM GOOD TO GREAT
FROM GOOD TO GREATace boado
 
Good to great book summary
Good to great book summaryGood to great book summary
Good to great book summaryFarzin Fardiss
 
Fundamentals of Omnichannel Content Strategy
Fundamentals of Omnichannel Content StrategyFundamentals of Omnichannel Content Strategy
Fundamentals of Omnichannel Content StrategyKevin Nichols
 
Sales, Marketing and Communication Strategy Toolkit
Sales, Marketing and Communication Strategy Toolkit Sales, Marketing and Communication Strategy Toolkit
Sales, Marketing and Communication Strategy Toolkit Aurelien Domont, MBA
 
Strengths-Based Leadership for VALOR
Strengths-Based Leadership for VALORStrengths-Based Leadership for VALOR
Strengths-Based Leadership for VALOREric Kaufman
 
Startup Marketing: A Systems Approach
Startup Marketing: A Systems ApproachStartup Marketing: A Systems Approach
Startup Marketing: A Systems ApproachApril Dunford
 
Pitch Originator: How to Pitch Workshop
Pitch Originator: How to Pitch WorkshopPitch Originator: How to Pitch Workshop
Pitch Originator: How to Pitch WorkshopLaura Faulconer
 
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact StudyEdelman
 
The Challenger Customer: How to Identify and Engage the Right Customers
The Challenger Customer: How to Identify and Engage the Right CustomersThe Challenger Customer: How to Identify and Engage the Right Customers
The Challenger Customer: How to Identify and Engage the Right CustomersLinkedIn Sales Solutions
 
6 Disciplines of Breakthrough Learning
6 Disciplines of Breakthrough Learning6 Disciplines of Breakthrough Learning
6 Disciplines of Breakthrough LearningS Babu
 
The Multipliers Seminar
The Multipliers SeminarThe Multipliers Seminar
The Multipliers SeminarGreg McKeown
 
Customer Engagement Playbook
Customer Engagement PlaybookCustomer Engagement Playbook
Customer Engagement PlaybookDemand Metric
 
Opportunity Management: The Key to Winning Opportunities
Opportunity Management: The Key to Winning OpportunitiesOpportunity Management: The Key to Winning Opportunities
Opportunity Management: The Key to Winning OpportunitiesAltify
 
Behavioral Economics: Why Consumers Are Unreasonable Spenders
Behavioral Economics: Why Consumers Are Unreasonable SpendersBehavioral Economics: Why Consumers Are Unreasonable Spenders
Behavioral Economics: Why Consumers Are Unreasonable SpendersSlideShop.com
 
Account based marketing: from strategy and plans to execution and insights
Account based marketing: from strategy and plans to execution and insightsAccount based marketing: from strategy and plans to execution and insights
Account based marketing: from strategy and plans to execution and insightsEngagio
 
KPI analytics for saas startups
KPI analytics for saas startupsKPI analytics for saas startups
KPI analytics for saas startupsArtyom Efremov
 

What's hot (20)

How the Challenger Sale philosophy applies to CSM
How the Challenger Sale philosophy applies to CSMHow the Challenger Sale philosophy applies to CSM
How the Challenger Sale philosophy applies to CSM
 
FROM GOOD TO GREAT
FROM GOOD TO GREATFROM GOOD TO GREAT
FROM GOOD TO GREAT
 
Good to great book summary
Good to great book summaryGood to great book summary
Good to great book summary
 
Fundamentals of Omnichannel Content Strategy
Fundamentals of Omnichannel Content StrategyFundamentals of Omnichannel Content Strategy
Fundamentals of Omnichannel Content Strategy
 
Sales, Marketing and Communication Strategy Toolkit
Sales, Marketing and Communication Strategy Toolkit Sales, Marketing and Communication Strategy Toolkit
Sales, Marketing and Communication Strategy Toolkit
 
Strengths-Based Leadership for VALOR
Strengths-Based Leadership for VALORStrengths-Based Leadership for VALOR
Strengths-Based Leadership for VALOR
 
Startup Marketing: A Systems Approach
Startup Marketing: A Systems ApproachStartup Marketing: A Systems Approach
Startup Marketing: A Systems Approach
 
Sfe final
Sfe finalSfe final
Sfe final
 
Pitch Originator: How to Pitch Workshop
Pitch Originator: How to Pitch WorkshopPitch Originator: How to Pitch Workshop
Pitch Originator: How to Pitch Workshop
 
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
 
The Challenger Customer: How to Identify and Engage the Right Customers
The Challenger Customer: How to Identify and Engage the Right CustomersThe Challenger Customer: How to Identify and Engage the Right Customers
The Challenger Customer: How to Identify and Engage the Right Customers
 
6 Disciplines of Breakthrough Learning
6 Disciplines of Breakthrough Learning6 Disciplines of Breakthrough Learning
6 Disciplines of Breakthrough Learning
 
The Multipliers Seminar
The Multipliers SeminarThe Multipliers Seminar
The Multipliers Seminar
 
Customer Engagement Playbook
Customer Engagement PlaybookCustomer Engagement Playbook
Customer Engagement Playbook
 
Opportunity Management: The Key to Winning Opportunities
Opportunity Management: The Key to Winning OpportunitiesOpportunity Management: The Key to Winning Opportunities
Opportunity Management: The Key to Winning Opportunities
 
LinkedIn on Mentorship #thankyourmentor
LinkedIn on Mentorship #thankyourmentorLinkedIn on Mentorship #thankyourmentor
LinkedIn on Mentorship #thankyourmentor
 
Behavioral Economics: Why Consumers Are Unreasonable Spenders
Behavioral Economics: Why Consumers Are Unreasonable SpendersBehavioral Economics: Why Consumers Are Unreasonable Spenders
Behavioral Economics: Why Consumers Are Unreasonable Spenders
 
Account based marketing: from strategy and plans to execution and insights
Account based marketing: from strategy and plans to execution and insightsAccount based marketing: from strategy and plans to execution and insights
Account based marketing: from strategy and plans to execution and insights
 
KPI analytics for saas startups
KPI analytics for saas startupsKPI analytics for saas startups
KPI analytics for saas startups
 
Best practices in strategic planning
Best practices in strategic planningBest practices in strategic planning
Best practices in strategic planning
 

Viewers also liked

20 Inspiring Quotes From William Zinsser's "On Writing Well"
20 Inspiring Quotes From William Zinsser's "On Writing Well"20 Inspiring Quotes From William Zinsser's "On Writing Well"
20 Inspiring Quotes From William Zinsser's "On Writing Well"Glenn Leibowitz
 
Mediocrity Will Kill You
Mediocrity Will Kill YouMediocrity Will Kill You
Mediocrity Will Kill YouMark Drager
 
how does google works?
how does google works?how does google works?
how does google works?Hritik Agarwal
 
Stabbing Mediocrity to Death
Stabbing Mediocrity to Death Stabbing Mediocrity to Death
Stabbing Mediocrity to Death Barry Feldman
 
How to Use Company Culture to Attract Passive Candidates
How to Use Company Culture to Attract Passive CandidatesHow to Use Company Culture to Attract Passive Candidates
How to Use Company Culture to Attract Passive CandidatesDice
 
How to Job-Hunt While You're Working
How to Job-Hunt While You're Working How to Job-Hunt While You're Working
How to Job-Hunt While You're Working Liz Ryan
 
Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016Earnest
 
53 Takeaways From The Wolf Of Wall Street's London Seminar
53 Takeaways From The Wolf Of Wall Street's London Seminar53 Takeaways From The Wolf Of Wall Street's London Seminar
53 Takeaways From The Wolf Of Wall Street's London SeminarSean McPheat
 
20140905 AWS Night in ITHD LT2
20140905 AWS Night in ITHD LT220140905 AWS Night in ITHD LT2
20140905 AWS Night in ITHD LT2Nobuyuki Matsui
 
Parecer jurídico normativo 36 2011 CFESS
Parecer jurídico normativo 36 2011 CFESSParecer jurídico normativo 36 2011 CFESS
Parecer jurídico normativo 36 2011 CFESSFILIPE NERI
 
Caption story project
Caption story projectCaption story project
Caption story projectsofiamckentry
 
いいいいいいい
いいいいいいいいいいいいいい
いいいいいいいjt_test
 
Get AMP’ed for AMP!
Get AMP’ed for AMP!Get AMP’ed for AMP!
Get AMP’ed for AMP!Greenlane
 

Viewers also liked (17)

How Google Works
How Google WorksHow Google Works
How Google Works
 
20 Inspiring Quotes From William Zinsser's "On Writing Well"
20 Inspiring Quotes From William Zinsser's "On Writing Well"20 Inspiring Quotes From William Zinsser's "On Writing Well"
20 Inspiring Quotes From William Zinsser's "On Writing Well"
 
Mediocrity Will Kill You
Mediocrity Will Kill YouMediocrity Will Kill You
Mediocrity Will Kill You
 
how does google works?
how does google works?how does google works?
how does google works?
 
Stabbing Mediocrity to Death
Stabbing Mediocrity to Death Stabbing Mediocrity to Death
Stabbing Mediocrity to Death
 
Pbmv tips and tricks
Pbmv tips and tricksPbmv tips and tricks
Pbmv tips and tricks
 
How to Use Company Culture to Attract Passive Candidates
How to Use Company Culture to Attract Passive CandidatesHow to Use Company Culture to Attract Passive Candidates
How to Use Company Culture to Attract Passive Candidates
 
How to Job-Hunt While You're Working
How to Job-Hunt While You're Working How to Job-Hunt While You're Working
How to Job-Hunt While You're Working
 
Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016
 
53 Takeaways From The Wolf Of Wall Street's London Seminar
53 Takeaways From The Wolf Of Wall Street's London Seminar53 Takeaways From The Wolf Of Wall Street's London Seminar
53 Takeaways From The Wolf Of Wall Street's London Seminar
 
20140905 AWS Night in ITHD LT2
20140905 AWS Night in ITHD LT220140905 AWS Night in ITHD LT2
20140905 AWS Night in ITHD LT2
 
Parecer jurídico normativo 36 2011 CFESS
Parecer jurídico normativo 36 2011 CFESSParecer jurídico normativo 36 2011 CFESS
Parecer jurídico normativo 36 2011 CFESS
 
ตารางแนวทางกำหนดการจัดเวทีฯ
ตารางแนวทางกำหนดการจัดเวทีฯตารางแนวทางกำหนดการจัดเวทีฯ
ตารางแนวทางกำหนดการจัดเวทีฯ
 
Caption story project
Caption story projectCaption story project
Caption story project
 
いいいいいいい
いいいいいいいいいいいいいい
いいいいいいい
 
The Link Between Processed Meat and Cancer Risk
The Link Between Processed Meat and Cancer RiskThe Link Between Processed Meat and Cancer Risk
The Link Between Processed Meat and Cancer Risk
 
Get AMP’ed for AMP!
Get AMP’ed for AMP!Get AMP’ed for AMP!
Get AMP’ed for AMP!
 

Similar to The YES Factor: How to persuade business buyers to say yes.

BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...
BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...
BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...Stuart McIntyre
 
Lane Becker at SBS2010
Lane Becker at SBS2010Lane Becker at SBS2010
Lane Becker at SBS2010Dachis Group
 
Online Reputation and Crisis Management Manual
Online Reputation and Crisis Management ManualOnline Reputation and Crisis Management Manual
Online Reputation and Crisis Management ManualLudi García
 
Selling at the Point of Need
Selling at the Point of NeedSelling at the Point of Need
Selling at the Point of NeedInsideView
 
The Invisible ROI Of Creating A Digital Asset For Any Executive
The Invisible ROI Of Creating A Digital Asset For Any ExecutiveThe Invisible ROI Of Creating A Digital Asset For Any Executive
The Invisible ROI Of Creating A Digital Asset For Any ExecutiveJanette Getui
 
Presentation to the New Frontiers Entrepreneurs - Nov 2015
Presentation to the New Frontiers Entrepreneurs - Nov 2015Presentation to the New Frontiers Entrepreneurs - Nov 2015
Presentation to the New Frontiers Entrepreneurs - Nov 2015Raomal Perera
 
Workfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency LifeWorkfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency LifeMighty Guides, Inc.
 
Workfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency LifeWorkfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency LifeMighty Guides, Inc.
 
AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User AcquisitionAIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User AcquisitionEuropean Innovation Academy
 
Researching Sales with Social Media
Researching Sales with Social MediaResearching Sales with Social Media
Researching Sales with Social MediaKaleidico
 
Lee Hecht Personal Brand Presentation 9-9-09
Lee Hecht Personal Brand Presentation 9-9-09Lee Hecht Personal Brand Presentation 9-9-09
Lee Hecht Personal Brand Presentation 9-9-09Alicia Falcone
 
Monetization in the trenches 012511
Monetization in the trenches 012511Monetization in the trenches 012511
Monetization in the trenches 012511Chip Cohan
 
Link Building In The Hardest Markets & Verticals - outREACH 2019
Link Building In The Hardest Markets & Verticals - outREACH 2019Link Building In The Hardest Markets & Verticals - outREACH 2019
Link Building In The Hardest Markets & Verticals - outREACH 2019James Finlayson
 
Ken courtright eo in dubai
Ken courtright eo in dubaiKen courtright eo in dubai
Ken courtright eo in dubaiKen Courtright
 
From Innovation to Wealth Creation - Getting Closer to Customers Faster
From Innovation to Wealth Creation - Getting Closer to Customers FasterFrom Innovation to Wealth Creation - Getting Closer to Customers Faster
From Innovation to Wealth Creation - Getting Closer to Customers FasterWalter Adamson
 
Social Business: The Irresistible Force To Overcome Immovable Objections
Social Business: The Irresistible Force To Overcome Immovable ObjectionsSocial Business: The Irresistible Force To Overcome Immovable Objections
Social Business: The Irresistible Force To Overcome Immovable ObjectionsStuart McIntyre
 

Similar to The YES Factor: How to persuade business buyers to say yes. (20)

The yes factor
The yes factorThe yes factor
The yes factor
 
BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...
BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...
BCCON 2014 - Social Business: The irresistible force to overcome immovable ob...
 
Lane Becker at SBS2010
Lane Becker at SBS2010Lane Becker at SBS2010
Lane Becker at SBS2010
 
Online Reputation and Crisis Management Manual
Online Reputation and Crisis Management ManualOnline Reputation and Crisis Management Manual
Online Reputation and Crisis Management Manual
 
Selling at the Point of Need
Selling at the Point of NeedSelling at the Point of Need
Selling at the Point of Need
 
Seven sins
Seven sinsSeven sins
Seven sins
 
The Invisible ROI Of Creating A Digital Asset For Any Executive
The Invisible ROI Of Creating A Digital Asset For Any ExecutiveThe Invisible ROI Of Creating A Digital Asset For Any Executive
The Invisible ROI Of Creating A Digital Asset For Any Executive
 
Presentation to the New Frontiers Entrepreneurs - Nov 2015
Presentation to the New Frontiers Entrepreneurs - Nov 2015Presentation to the New Frontiers Entrepreneurs - Nov 2015
Presentation to the New Frontiers Entrepreneurs - Nov 2015
 
Growth Hackers Dublin 6 (slides 1 of 2)
Growth Hackers Dublin 6  (slides 1 of 2)Growth Hackers Dublin 6  (slides 1 of 2)
Growth Hackers Dublin 6 (slides 1 of 2)
 
User Centric Revenue
User Centric RevenueUser Centric Revenue
User Centric Revenue
 
Workfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency LifeWorkfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency Life
 
Workfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency LifeWorkfront: Taming the Chaos of Agency Life
Workfront: Taming the Chaos of Agency Life
 
AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User AcquisitionAIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
 
Researching Sales with Social Media
Researching Sales with Social MediaResearching Sales with Social Media
Researching Sales with Social Media
 
Lee Hecht Personal Brand Presentation 9-9-09
Lee Hecht Personal Brand Presentation 9-9-09Lee Hecht Personal Brand Presentation 9-9-09
Lee Hecht Personal Brand Presentation 9-9-09
 
Monetization in the trenches 012511
Monetization in the trenches 012511Monetization in the trenches 012511
Monetization in the trenches 012511
 
Link Building In The Hardest Markets & Verticals - outREACH 2019
Link Building In The Hardest Markets & Verticals - outREACH 2019Link Building In The Hardest Markets & Verticals - outREACH 2019
Link Building In The Hardest Markets & Verticals - outREACH 2019
 
Ken courtright eo in dubai
Ken courtright eo in dubaiKen courtright eo in dubai
Ken courtright eo in dubai
 
From Innovation to Wealth Creation - Getting Closer to Customers Faster
From Innovation to Wealth Creation - Getting Closer to Customers FasterFrom Innovation to Wealth Creation - Getting Closer to Customers Faster
From Innovation to Wealth Creation - Getting Closer to Customers Faster
 
Social Business: The Irresistible Force To Overcome Immovable Objections
Social Business: The Irresistible Force To Overcome Immovable ObjectionsSocial Business: The Irresistible Force To Overcome Immovable Objections
Social Business: The Irresistible Force To Overcome Immovable Objections
 

More from Earnest

Vital Statistics for B2B Marketers: Essential facts, figures & benchmarks
Vital Statistics for B2B Marketers: Essential facts, figures & benchmarksVital Statistics for B2B Marketers: Essential facts, figures & benchmarks
Vital Statistics for B2B Marketers: Essential facts, figures & benchmarksEarnest
 
Think Small: The Trip
Think Small: The TripThink Small: The Trip
Think Small: The TripEarnest
 
Lunchbox: Fill a tummy with a tap
Lunchbox: Fill a tummy with a tapLunchbox: Fill a tummy with a tap
Lunchbox: Fill a tummy with a tapEarnest
 
Brief Encounter: London Zoo
Brief Encounter: London ZooBrief Encounter: London Zoo
Brief Encounter: London ZooEarnest
 
Brief Encounter: Waterstones
Brief Encounter: WaterstonesBrief Encounter: Waterstones
Brief Encounter: WaterstonesEarnest
 
EventLab 2015 - Crunched by Earnest Agency
EventLab 2015 - Crunched by Earnest AgencyEventLab 2015 - Crunched by Earnest Agency
EventLab 2015 - Crunched by Earnest AgencyEarnest
 
Inbound 2015 crunched by Earnest Agency
Inbound 2015 crunched by Earnest AgencyInbound 2015 crunched by Earnest Agency
Inbound 2015 crunched by Earnest AgencyEarnest
 
B2B summit 2015 crunched
B2B summit 2015 crunchedB2B summit 2015 crunched
B2B summit 2015 crunchedEarnest
 
Innovation in Higher Education Marketing
Innovation in Higher Education MarketingInnovation in Higher Education Marketing
Innovation in Higher Education MarketingEarnest
 
Brief Encounter: Airbnb
Brief Encounter: AirbnbBrief Encounter: Airbnb
Brief Encounter: AirbnbEarnest
 
B2B InTech 2015 Crunched
B2B InTech 2015 CrunchedB2B InTech 2015 Crunched
B2B InTech 2015 CrunchedEarnest
 
Event Wallet: Features
Event Wallet: FeaturesEvent Wallet: Features
Event Wallet: FeaturesEarnest
 
B2B Emotional Engagement: 2014 Conference Crunched
B2B Emotional Engagement: 2014 Conference CrunchedB2B Emotional Engagement: 2014 Conference Crunched
B2B Emotional Engagement: 2014 Conference CrunchedEarnest
 
iBeacons: the future of content marking
iBeacons: the future of content markingiBeacons: the future of content marking
iBeacons: the future of content markingEarnest
 
Inbound14 crunched by Earnest Marketing Agency
Inbound14 crunched by Earnest Marketing AgencyInbound14 crunched by Earnest Marketing Agency
Inbound14 crunched by Earnest Marketing AgencyEarnest
 
Event Marketing: How to bridge the content chasm
Event Marketing: How to bridge the content chasmEvent Marketing: How to bridge the content chasm
Event Marketing: How to bridge the content chasmEarnest
 
B2B Summit Crunched 2014
B2B Summit Crunched 2014B2B Summit Crunched 2014
B2B Summit Crunched 2014Earnest
 
A weird and wonderful history of money
A weird and wonderful history of moneyA weird and wonderful history of money
A weird and wonderful history of moneyEarnest
 
Behavioural Economics in B2B Marketing
Behavioural Economics in B2B MarketingBehavioural Economics in B2B Marketing
Behavioural Economics in B2B MarketingEarnest
 
The creative briefing process and why it matters
The creative briefing process and why it mattersThe creative briefing process and why it matters
The creative briefing process and why it mattersEarnest
 

More from Earnest (20)

Vital Statistics for B2B Marketers: Essential facts, figures & benchmarks
Vital Statistics for B2B Marketers: Essential facts, figures & benchmarksVital Statistics for B2B Marketers: Essential facts, figures & benchmarks
Vital Statistics for B2B Marketers: Essential facts, figures & benchmarks
 
Think Small: The Trip
Think Small: The TripThink Small: The Trip
Think Small: The Trip
 
Lunchbox: Fill a tummy with a tap
Lunchbox: Fill a tummy with a tapLunchbox: Fill a tummy with a tap
Lunchbox: Fill a tummy with a tap
 
Brief Encounter: London Zoo
Brief Encounter: London ZooBrief Encounter: London Zoo
Brief Encounter: London Zoo
 
Brief Encounter: Waterstones
Brief Encounter: WaterstonesBrief Encounter: Waterstones
Brief Encounter: Waterstones
 
EventLab 2015 - Crunched by Earnest Agency
EventLab 2015 - Crunched by Earnest AgencyEventLab 2015 - Crunched by Earnest Agency
EventLab 2015 - Crunched by Earnest Agency
 
Inbound 2015 crunched by Earnest Agency
Inbound 2015 crunched by Earnest AgencyInbound 2015 crunched by Earnest Agency
Inbound 2015 crunched by Earnest Agency
 
B2B summit 2015 crunched
B2B summit 2015 crunchedB2B summit 2015 crunched
B2B summit 2015 crunched
 
Innovation in Higher Education Marketing
Innovation in Higher Education MarketingInnovation in Higher Education Marketing
Innovation in Higher Education Marketing
 
Brief Encounter: Airbnb
Brief Encounter: AirbnbBrief Encounter: Airbnb
Brief Encounter: Airbnb
 
B2B InTech 2015 Crunched
B2B InTech 2015 CrunchedB2B InTech 2015 Crunched
B2B InTech 2015 Crunched
 
Event Wallet: Features
Event Wallet: FeaturesEvent Wallet: Features
Event Wallet: Features
 
B2B Emotional Engagement: 2014 Conference Crunched
B2B Emotional Engagement: 2014 Conference CrunchedB2B Emotional Engagement: 2014 Conference Crunched
B2B Emotional Engagement: 2014 Conference Crunched
 
iBeacons: the future of content marking
iBeacons: the future of content markingiBeacons: the future of content marking
iBeacons: the future of content marking
 
Inbound14 crunched by Earnest Marketing Agency
Inbound14 crunched by Earnest Marketing AgencyInbound14 crunched by Earnest Marketing Agency
Inbound14 crunched by Earnest Marketing Agency
 
Event Marketing: How to bridge the content chasm
Event Marketing: How to bridge the content chasmEvent Marketing: How to bridge the content chasm
Event Marketing: How to bridge the content chasm
 
B2B Summit Crunched 2014
B2B Summit Crunched 2014B2B Summit Crunched 2014
B2B Summit Crunched 2014
 
A weird and wonderful history of money
A weird and wonderful history of moneyA weird and wonderful history of money
A weird and wonderful history of money
 
Behavioural Economics in B2B Marketing
Behavioural Economics in B2B MarketingBehavioural Economics in B2B Marketing
Behavioural Economics in B2B Marketing
 
The creative briefing process and why it matters
The creative briefing process and why it mattersThe creative briefing process and why it matters
The creative briefing process and why it matters
 

Recently uploaded

20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdfChris Skinner
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFChandresh Chudasama
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy Verified Accounts
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMVoces Mineras
 
Send Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSendBig4
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024Adnet Communications
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...ssuserf63bd7
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Servicecallgirls2057
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdfMintel Group
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 
business environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxbusiness environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxShruti Mittal
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOne Monitar
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfJamesConcepcion7
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCRashishs7044
 

Recently uploaded (20)

20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQM
 
Send Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.com
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North GoaCall Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
 
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 
business environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxbusiness environment micro environment macro environment.pptx
business environment micro environment macro environment.pptx
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdf
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
 

The YES Factor: How to persuade business buyers to say yes.

  • 1.
  • 2. In B2B marketing, we’re in the business of PERSUASION www.earnest-agency.com Image: Unsplash.com <Alejandro Escamilla>
  • 3. Everyday we persuade people we often www.earnest-agency.com don’t know to: Open our emails Visit our websites Download our white papers Watch our videos Follow us on Twitter And even once in a while, buy something from us.
  • 4. www.earnest-agency.com It’s all about persuading people to say ‘YES’ Image: Flickr <Creative Commons>
  • 5. www.earnest-agency.com The thing is: “The buyers pipeline requires a series of micro-yesses before getting to that macro yes.” YES [Brandon Stamschrar, MECLABS]
  • 6. www.earnest-agency.com So what makes people say ‘YES’ ? Image: Earnest
  • 7. www.earnest-agency.com “Each micro yes is about perceived value v perceived cost.” [Brandon Stamschrar, MECLABS]
  • 8. www.earnest-agency.com But when making micro-yesses buyers don’t: Evaluate all the options Investigate each option fully Apply everything they know Assign a value and cost to each option     Image: Unsplash <Dietmar Becker>
  • 9. Because… > They haven’t got the time > They’re subject to biases > They’re stifled by choice > They’re inherently lazy thinkers www.earnest-agency.com And the big one: THEY HATE RISK Image: Flickr <Creative Commons>
  • 10. “When making any choice our first instinct is not www.earnest-agency.com to choose the ‘best answer’ but the answer which minimises the harm we personally can suffer in the worst case outcome.” [John Von Neumann via Rory Sutherland]
  • 11. www.earnest-agency.com Others call this “SATISFICING” (To Satisfy + Suffice) CHANCE Where buyers opt for the low risk, easy solution rather than searching for the best possible solution. No thanks
  • 12. www.earnest-agency.com And they’re not even aware of it. Because 85% of decisions are made by the unconscious part of the brain. [Martin Lindstrom, Buyology] Image: Flickr <Creative Commons>
  • 13. www.earnest-agency.com It means the micro-yesses even for the biggest decisions Image: Unsplash.com <Maria Carrasco>
  • 14. www.earnest-agency.com So the big question is what makes business buyers more likely to say ?
  • 15. Essentially, we need to be aware of how people think because it influences how they make decisions. www.earnest-agency.com Image: Shutterstock
  • 16. www.earnest-agency.com There are two ways: FAST & SLOW [Thanks Daniel Kahneman]
  • 17. www.earnest-agency.com FAST Aka. System 1 or Autopilot • Operates automatically • Assesses what’s going on in our environment • Determines whether we should direct more attention to a task Image: Unsplash.com <Anna Dziubinska>
  • 18. It helps us make SNAP JUDGEMENTS Serving as OUR FILTER OF THE WORLD P.S It also determines whether buyers pay attention to your communications or not * * Unfortunately typically not
  • 19. Because without it, things like this would kill us. www.earnest-agency.com Image: Unsplash.com <Thomas Lefebvre>
  • 20. SLOW www.earnest-agency.com And then there’s the other way of thinking… Aka. System 2 or Pilot Image: Unsplash.com <Todd Quackenbush>
  • 21. www.earnest-agency.com THE THINGS SYSTEM ONE FINDS HARD TO PROCESS [OUCH]
  • 22. It means System 2 requires: ATTENTION EFFORT
  • 23. But remember we’re www.earnest-agency.com LAZY THINKERS (you, me & even your buyers) so we try to make our lives easier by substituting difficult questions with simpler ones Image: Shutterstock
  • 24. www.earnest-agency.com So when it comes to asking the question: Which of these service providers will do the best job? Buyers can end up asking: Which of these sales people do I like the best? Which of these brands will my boss have heard of? Isn’t it easier to go with the guys we’ve always used? Image: Flickr <Creative Commons>
  • 25. SYSTEM 2 As B2B marketers we tend to design for System 2, but it’s POINTLESS if we never break through System 1. Score:000
  • 26. Especially when in most cases, people make decisions like this… System 1 Autopilot System 2 Pilot Input Decision
  • 27. www.earnest-agency.com The fact is even if you sell something that’s BIG, COMPLEX and CONSIDERED you’ve got to break through their System 1. Image: Unsplash.com <Martin Wessely>
  • 28. www.earnest-agency.com Because if they don’t: Open your emails Download your content Attend your events Take your calls     The Micro- Yesses You’re being filtered out
  • 29. You need to make first impressions count How long have you got? Ad in popular magazines – 1.7 secs Ad in trade journals – 3.2 secs Poster – 1.5 secs Mailing – 2 secs Banner ad – 1 sec www.earnest-agency.com [Via Phil Barden, Decoded] Image: Unsplash.com <Sonja Langford>
  • 30. www.earnest-agency.com So how do you make the cut? EASY does it Image: Unsplash.com <Loudge>
  • 31. www.earnest-agency.com Make it easy for buyers so you secure that micro-yes EVERY TIME
  • 32. www.earnest-agency.com Because if you make it easy they’re more likely to Like what they see and BELIEVE what you have to say
  • 33. As the easiest thing in the world for them is to: DO NOTHING [Some call this Status Quo bias – the fact is most people just hate change] Image: Unsplash.com<Caleb Thal> www.earnest-agency.com
  • 34. www.earnest-agency.com COMPLEX =COGNITIVE STRAIN =HARDER TO UNDERSTAND =PAINFUL = HIGHER PERCEIVED RISK
  • 35. Feels good www.earnest-agency.com What does EASY look like? EASE Feels familiar Feels true Feels effortless Repeated experience Clear display Primed idea Good mood [Causes and Consequences of Cognitive Ease: Thinking, Fast and Slow]
  • 36. www.earnest-agency.com And this is where BRANDING pays dividends Image: Unsplash.com <Mario Calvo>
  • 37. www.earnest-agency.com It’s all about building… FAMILIARITY and FAVOURABILITY [See it’s not going to kill you this time] Image: Unsplash.com <Thomas Lefebvre>
  • 38. And it’s why we prefer brands www.earnest-agency.com we KNOW rather than brands we’ve NEVER heard of before
  • 39. www.earnest-agency.com Because the things we are MORE FAMILIAR with are EASIER TO PROCESS “The experience of familiarity has a simple but powerful quality of ‘pastness’ that seems to indicate that it is a direct reflection of prior experience.” [Larry Jacoby] Image: Unsplash.com <Griffin Keller>
  • 40. www.earnest-agency.com And simply being EXPOSED to one BRAND more than another can have the desired effect. BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND
  • 41. Research shows that people tend to develop a PREFERENCE for things simply because www.earnest-agency.com Research shows that people tend to develop a PREFERENCE for things simply because they are more familiar with them.* * The Mere Exposure Effect [Robert Zajonc] they are more familiar with them.* * The Mere Exposure Effect [Robert Zajonc]
  • 42. www.earnest-agency.com Novel stimulus leads to a fear and avoidance response. But with REPEATED EXPOSURE, the stimulus causes less fear. We even react fondly to it. [Often without knowing it.]
  • 43. Yet know one knows you. [Even the one with the half baked offer.]
  • 44. www.earnest-agency.com The thing is in B2B, brands are just about equal in INFLUENCE and only just behind price and product. Strong brands outperform weak brands by 20%. [McKinsey] Image: Unsplash<WojtekWitkowski>
  • 45. This is where your content marketing, search and social media strategy could pay dividends. www.earnest-agency.com CAN’T AFFORD A BIG BRAND CAMPAIGN? Making you visible. Useful. Relevant. Increasing your exposure. Reducing cognitive strain. Image: Flickr <Creative Commons>
  • 46. What other ways can you make it EASY for buyers? Make your message simple for buyers to understand If you want to be seen as credible and intelligent, don’t use complex language when simpler language will do. [Want scientific proof? Check out ‘Consequences of Erudite Vernacular Utilized Irrespective of Necessity:Problems with Using Long Words Needlessly’ by Danny Oppenheimer] JARGON
  • 47. Don’t overload your buyers with too many options. Too much choice is the same as no choice at all. [Barry Schwarz] Aka. Paradox of Choice
  • 48. Be relevant. Information that stands out - and is novel and salient - is more likely to affect the way a buyer thinks and acts. [P Dolan, Mindspace]
  • 49. Ensure a seamless journey for buyers, every step of the way. X X X Let people accomplish tasks as easily and directly as possible. [Don’t make me think: Steve Krug]
  • 50. www.earnest-agency.com And get to the of what’s really motivating people to buy from you
  • 51. www.earnest-agency.com Because they’re sure as hell not buying your products or services for the sake of it. They’re a means to an end. “To understand people one needs to understand what leads them to act as they do, and to understand what leads them to act as they do one needs to know their goals.” [Motives and Cultural Models, edited by Roy G. D'Andrade, Claudia Strauss] Image: Unsplash.com <Daniel Ruswick>
  • 52. And that end is ultimately about convincing them you can satisfy their goals more effectively than your rivals. www.earnest-agency.com . EXPLICIT & IMPLICIT Image: Unsplash.com <Sunset Girl>
  • 53. www.earnest-agency.com Think of them like this… EXPLICIT goals IMPLICIT goals CATEGORY SPECIFIC DRIVEN BY ORGANISATION NEED TO DEMONSTRATE YOU CAN SATISFY THESE GOALS IN ORDER TO COMPETE BUYER SPECIFIC DRIVEN BY INDIVIDUAL USE TO DEMONSTRATE YOUR OFFER AND BOOST YOUR APPEAL
  • 54. As B2B Marketers we tend to focus on the explicit goals. www.earnest-agency.com But there’s only so far promising to: Transform their business Deliver greater efficiency Lower cost Improve productivity Increase revenue Demonstrate ROI & all that jazz will take you * Delete as appropriate *
  • 55. www.earnest-agency.com Especially when every other chancer in your market is professing to do MUCH THE SAME Albeit it a slightly different way. Image: Unsplash.com <Brownie>
  • 56. www.earnest-agency.com That’s where being able to satisfy not only their explicit but also their implicit goals can pay dividends. The stuff that motivates people PERSONALLY (whether they know it or not) Image: Unsplash.com <Timothy Muza>
  • 57. www.earnest-agency.com So what do these implicit goals look like? Research shows there are two basic motivational drivers PROMOTION Emphasis = > Gaining > Benefiting PREVENTION > Progressing in some way Emphasis = > Avoiding loss > Protecting status quo > Living up to expectation
  • 58. Think about where your audience It provides their FRAME OF REFERENCE and determines whether its best to position what you have to offer as avoiding loss or gain. www.earnest-agency.com is starting from. What’s their anchor point?
  • 59. www.earnest-agency.com How can this inform the way you THINK about your audience… Image: Unsplash.com <Craig Garner>
  • 60. …Adding another dimension to your personas that can help inform and shape your www.earnest-agency.com messaging, campaign & content strategies? Image: Unsplash.com <IlhamRahmansyah>
  • 61. Implicit goals Primary driver Motivations Persona www.earnest-agency.com Progress Recognition Stimulation Avoidance Control Obligation PREVENTION PROMOTION I need to do this to get ahead I need to do this to look good I need to do this to learn / because it looks interesting I need to do this to avoid losing out / losing something I need to do this to stay in control I need to do this because it’s expected of me Gain an advantage over others; Innovate; Lead the field Receive acclaim; Advance career; Win awards/accolades Personal discovery; Learning experience; Challenge myself; Helping others Be secure; Prevent losses; Avoid threats Stay on top; Maintain status quo; Be empowered Need to comply; Fulfil promises; Be true to my word Go-getter Status seeker Adventurer Worrier Controller Box-ticker Earnest Goal Matrix: It’s yours to use and abuse
  • 62. www.earnest-agency.com Psst. Different decision-makers and influencers (even within the same organisation) will have different motivations and biases. Work to identify which personas they fit – and tailor your story to hit the right implicit & explicit goals.
  • 63. www.earnest-agency.com So when all your competitors gather here… EXPLICIT goals
  • 64. You win by differentiating here… www.earnest-agency.com So when all your competitors gather here… EXPLICIT goals IMPLICIT goals
  • 65. www.earnest-agency.com “More C-Suite execs are increasingly making decisions about technology purchases they know nothing about. As a result, many decision makers choose suppliers based on personal value.” [O&M, Admap] Image: Unsplash.com <Liam Andrew>
  • 66. www.earnest-agency.com STILL NOT CONVINCED? “Buyers who see personal value are not only much more likely to purchase that brand, they are even more likely to pay a higher price.” [CEB Marketing Leadership Council / Google 2013] Image: Unsplash.com <Vladimir Kramer>
  • 67. www.earnest-agency.com Finally, never lose sight of the influence of others. People (your buyers) learn by copying others. Image: Unsplash.com <Jonas Nilsson Lee>
  • 68. And it’s still true when people buy things today. They copy the behaviour of others, as it reduces perceived risk. www.earnest-agency.com When we were in fear of predators, it allowed us to determine what was safe (and what wasn’t).
  • 69. www.earnest-agency.com It’s why the more: > Case studies > Client reference sites > Testimonials > Positive Reviews > Followers > Likes > Shares …you have, YES the more likely you are to get even MORE.
  • 70. www.earnest-agency.com So business people are not quite as rational as you think, even for the biggest business decisions.
  • 71. www.earnest-agency.com “The next revolution will be psychological – not technological.” [Rory Sutherland] Image: Unsplash.com <Jake Givens>
  • 73. www.earnest-agency.com earnest-agency.com @earnestagency Sign up to the next installment: Email: Behave@earnest-agency.com with the subject line: Yes Cover image: Unsplash.com <Sebastian Muller>

Editor's Notes

  1. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  2. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  3. http://www.spectator.co.uk/life/the-wiki-man/9212431/this-strategy-won-eurovision-it-could-also-save-your-life/ Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  4. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  5. http://www.b2binternational.com/b2b-blog/2010/04/19/could-neuroscience-be-a-new-research-method/
  6. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  7. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  8. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  9. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  10. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  11. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  12. Phil Barden, Decoded.
  13. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  14. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  15. Causes and Consequences of Cognitive Ease
  16. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  17. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  18. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  19. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  20. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  21. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  22. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  23. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  24. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  25. Brandon Stamschrar, MECLABS Author of ‘Lead generation for the complex sale’ http://b2bleadblog.com/2013/09
  26. Source: ‘From Promotion to Emotion: Connecting B2B Customers to Brand) CEB Marketing Leadership Council/Google 2013)