Customers: How to Find, Sell, Wow and Keep Them. A 360º View


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Customers: How to Find, Sell, Wow and Keep Them. A 360º View


Customers are the lifeblood of every business. Join us to learn detailed strategies and tactics that help you understand your ideal customer and what it is that they really want to buy. We'll also outline a 360º approach to integrating sales channels and customer feedback that keep customers buying.

MaineBiz Momentum Presentation Moderated by Laurie Banks, Perry & Banks, Inc., Susan Dench, The Muddy Dog; Sage Peterson, Strategic Sales Advisor

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Customers: How to Find, Sell, Wow and Keep Them. A 360º View

  1. 1. Customers: How to Find, Sell, Wow and Keep Them Laurie Banks Perry & Banks, Inc. Susan Dench The Muddy Dog Media Sage Peterson Strategic Sales Advisors A 360 ° View Sales & Marketing
  2. 2. Presenters Laurie Banks – President of Perry & Banks Integrated Sales & Marketing Susan Dench – President of the Muddy Dog Media Sage Peterson – President of Strategic Sales Advisors 2
  3. 3. Today’s Savvy Buyer is: • Informed • Skeptical • Wants to be Heard • Self-Directed • Looking for the “Best” Customer Experience • Your New Brand Partner Customer 2.0 3
  4. 4. Today’s Savvy Seller is: • A Trusted Advisor – Solves the Problem – Understands the Difference Between Client vs. Customer – Long Term vs. One Sale Business 2.0 4
  5. 5. Best “Bang for the Buck” • Path to Trusted Advisor Status – Valuable – Relevant – Actionable • Don’t Sell. Tell. • P.O.P.E. Content is King 5
  6. 6. Who is your Ideal Client • Personas – Describe – Discover Define 6 “ No matter what or whom we’re talking about, from movies to chiropractors to books to financial planners, the consumer hankers after specialization.” Susan Friedmann, author of Riches in Niches
  7. 7. Why Invest Time & Effort in Client Personas? • Organizational view of the client • Understand clients’ specific needs and motivations • Messaging that speaks directly to your clients • Client retention is less expensive than client acquisition • Get clients involved with the brand • Forge and sustain a long-term, emotional connection Define 7
  8. 8. Developing Client Personas • Talk with your clients and anyone involved in sales • Form a few archetype personas finding commonalities • Describe persona category • Think about your products and match to each category • Think about marketing messages • Consider how your company can engage with each persona • Make sure your client personas are updated Define 8
  9. 9. • Research – Primary – Secondary • Ask the Right Questions Find 9
  10. 10. Learn More About Individuals 10
  11. 11. Learn More About Companies 11
  12. 12. Learn More About Industries 12
  13. 13. Toolbar Resource 13
  14. 14. Divide and Conquer • Everybody is in Sales Sell 14 Greeter President/Owner Warm-Up Sales Team Closer Finance Up – Sell President/Owner Happy Customer
  15. 15. • Test Different Messages. • Monitor Behavior and Actions. • Listen. Don’t Always Talk at Them. Sell 15
  16. 16. The “Right” Customer • Create quality content that your target market needs, attracting prospects into your sales funnel . • Generate leads from sources you trust to deliver qualified prospects. • Find and use keywords that will attract your target prospects. (ie tax returns vs. business advisory services) Sell 16
  17. 17. Ask for Referrals • Set up an affiliate and partner program to get the word out. • Ask your customers for referrals. • Create a contest. Sell 17
  18. 18. The Art of • Attract leads by playing up your positives. • Differentiate yourself from the competition. • Spend time building meaningful relationships. 18 WOW
  19. 19. Don’t Rush through the Sale • Education your prospects about the benefits you provide. • Use social proof, such as case studies and testimonials, to demonstrate how you’ve made many others happy. • Let them experience the benefits of your product or service through a free trial so they realize they can’t go another day without it. • Set up an automatic email or direct mail series that will gradually lead your prospects through the sales cycle. 19 WOW
  20. 20. Don’t Wait too Long to Follow-Up • Systemize and automate your follow-up process. • Be a trusted expert, not just another vendor. 20 WOW
  21. 21. Customer Feedback Loops • Start at the Front Line with Empowered Employees • Engage – Social Media – Get Personal (Pick up the Phone. Visit) – Incitements • Build A Relationship – Be Relevant – Be Flexible Keep 21
  22. 22. What are you doing to become a trusted advisor? Keep 22
  23. 23. Laurie Banks Perry & Banks, Inc. [email_address] [email_address] [email_address] http:// Questions/Contact 23 Susan Dench The Muddy Dog Media Sage Peterson Strategic Sales Advisors
  24. 24. Thank you.