Identifying Sales Opportunities Throughout the Customer Lifecycle
Identifying Sales OpportunitiesThroughout the Customer Lifecycle Matt Heinz President, Heinz Marketing Inc email@example.com @heinzmarketing
Housekeeping• Copy of this deck• Offers for you – 10 minute brainstorm – Successful Selling – Secrets to Successful Content Marketing• Email me what you want – firstname.lastname@example.org
Last Slide First1. You are not in sales (but you’re always selling)2. It’s all about buying signals and customer needs (explicit & implicit, known & unknown)3. The more you understand the customer, the more natural the upsell opportunity4. Fire lots of bullets5. Sales & marketing is too important to leave to salespeople and marketers6. Two Words: LIFETIME VALUE
Four steps to a better plan1. Do the math (quantify what success looks like)2. Create a clear customer profile3. Map the sales and buying process4. Plan to fire lots of bullets
Five questions to start• What/who are your targets?• What do they care about? What outcome are they seeking?• Where do you find them?• What or who influences them?• How do they want to engage and (eventually) buy?
Prospect Engagement Funnel Customer Targets (based on persona profiles) Next Step Accelerator Ideas Network-exclusive access to content Network / Open Community Value-added special offers Channels: Twitter, Facebook, Blog, LinkedIn Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community Invites #loopfuse
The buying progression Problem/ Solution Objective/ Pain Outcome #loopfuse
Stages of customer engagement 1. Onboarding 2. Early customer success 3. Community management 4. Evangelist development & leverage 5. Referrals 6. Upsells 7. Renewals 8. Saves 9. Win-backs
Keys to early customer success• Map the customer ecosystem and train accordingly• Train beyond the product• Identify the 2-3 most important drivers of success• Give lots of early love• Leverage other customers as peer trainers & evangelists• Know and look for early warnings signs
Community management• Daily focus group• Real-time product feedback mechanism• Fishing for buying signals• Other tips: – Manage lightly – Hire peer facilitators – Get executives involved
Importance of buying signals• Hint: It’s not about buying• It’s about solving problems – Identifying, quantifying and eliminating pain (current or future) – Training your team to listen for, and ask for, these signals – Offer advice, answers, solutions before bringing up the upsell
Referrals, upsell, cross sell• Who’s job is this? – Sales, customer service, both?• Who’s compensated for what?• Balancing church and state
The (mostly) missed opportunity• Transactional emails – Who owns the content? – What’s the intent/usage behind the message? – Timing? – Who’s monitoring replies? – Does it help or hurt your brand?
Saves, renewals & win-backs• Renewals start on day one of the relationship• What’s your proactive and reactive save process?• Who owns win-backs? What’s your strategy (beyond sending them email)? – Treat them like they’re still a customer…