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10 Ways to Convert Prospects to Partners
The document discusses the importance of personal branding, emphasizing the role of reputation and social trust in future reputation networks. It covers strategies for building a brand, such as leveraging unique abilities, emotional engagement, and maintaining a customer-centric approach, along with the significance of involvement in industry associations and effective communication through various channels. The content also highlights the need for transparency and authenticity in business practices to enhance customer relationships and brand perception.
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10 Ways to Convert Prospects to Partners
- 5. My Brand NStaorrraytive BRAND ME
- 6. Brand ME BBrraannddEEnnaabblleerrss
- 7. MMyy BBrraanndd EEnnaabblleerrss Reputation Network
- 8. In The NotSo Distant Future… An Individual's worth will be based on reputation; which is the trust they have created within their social network.
- 9.
- 11. B.E. Truthful, Honestwith Yourself # 1 Play Off Of Your Strengths: Do they translate to value-enablers? What are your Customers’ opportunities? Work ¹ Business….do what you love!
- 12. Nature vs. Nurture What is responsible for our development? Is it hereditary or is it a function of our environment?
- 13.
- 14.
- 15. u·til·i·ty yoo͞ˈtilətē/ noun noun: utility 1.1. the state of being useful, profitable, or beneficial. "he had a poor opinion of the utility of book learning" tal·ent ˈtalənt/ noun noun: talent; plural noun: talents 1.1. natural aptitude or skill. "he possesses more talent than any other player" •people possessing talent."I signed all the talent in Rome" Talent Utility = (Natural Ability)² + *(Story Factor) *Story Factor = Training + Experience
- 19. What Is YourUnique Ability? Technical Aptitude Customer Service Process Management Quality
- 20. What Is YourUnique Ability? Technical Aptitude Positioning: “Our Organization Has the Most Knowledgeable Experts in The Field.”
- 21. Goto Market Plan Marketplace Attracting Individuals That Are Looking For Technical Proficiency In Solutions. • Where Do They Reside? • How Do They Make Decisions? • How Can I Assist? Partner Profile:
- 23. B.E. A Leader Get Involved: Get Involved in the Market i.e. Associations, Local Committees, Board of Trade Answer Customer Questions Through Blog, Quora, Discussion Board Are You a Change Agent? Indigogo Fundrazr Kickstarter Uponor innovations # 3
- 24.
- 25. B.E. A Leader– Get Involved The Industry has many Associations: CIPH – Canadian Institute of Plumbing and Heating HRAI – Heating Refrigeration and Air Conditioning Institute MCAC – Mechanical Contractors Association of Canada • Young executives • Technical Committee • Marketing Committee
- 26. B.E. A Leader- It’s Proven to Work Wanted Girls to feel confident about themselves. 5.5 MM Subscribers
- 27. B.E. A Leader- It’s Proven to Work Interesting Facts: -YouTube star who gives beauty tips to youngsters on the web. -She started her YouTube channel at the young age of 14. -Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles. -When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel. - She has been interviewed by the Huffington Post, the publication started by Arianna Huffington.- Most Anticipated Fashion Line by Aeropostale
- 28. B.E. A Leader– Knowledge Sharing Twitch.tv Maven.co
- 29. B.E. A Leader- It’s Proven to Work Interesting Facts: -Gary grew Wine Library from $4 million to upward of $50 million between 1998 and 2005. -Saw the power of social media in 2005 when millions shared a Saturday Night Live clip called “Lazy Sunday. -90,000 viewers per day at Wine Library TV. -Quote from his father: “There are much bigger things to come…I think he has a very good chance to replace Oprah.” Video Blogger Brand media consulting Agency Best selling Author Public Speaker Co-owner of wine retail store
- 30. B.E. A Leader- It’s Proven to Work Insert Bieber Interesting Facts: -40 million followers on twitter -Forbes names 3rd most powerful celebrity in the world -Earns $55 MM per year -Sold 15 million albums It Started with Talent, Passion and a Video to Share His Story
- 31. B.E. A Leader– Bring Your Ideas to Life What Ideas do you have?
- 33. Death ooff TThheeTTrraaddiittiioonnaall SSaalleessmmaann
- 34. Why? • Accessto information • Individuals and businesses have an unprecedented level of information at their fingertips • Information provides them with ability to get intimate with their opportunities and develop refined requirements • For traditional salespeople it then just becomes a pricing game…
- 35. B.E. Therapeutic –Understand Their Story Begin every meeting as a discovery session: 1. Identify organizations or individuals that are in their purchasing cycle and/or a state of change 2. Listen to their situation 3. Ask probing questions 4. Get a clear understanding of what your customer requires by clarifying opportunities 5. Provide insights on the opportunities that the customer is pursuing 6. Coach customer on the purchasing process, potential pitfalls and offer assistance # 3
- 36. B.E. Therapeutic –Emotional Connection Opportunity: Emotional Engagement How to Establish an Emotional Connection: – 1. Ground your brand identity in emotional values that set you apart from the competition and resonate with your consumers. – 2. Give long-term customer relationships priority over short-term sales. – 3. Use your brand—not product categories—to determine your business scope and scale. – 4. Perpetually ask and answer: “What business are we really in?” Source: http://www.forbes.com/sites/onmarketing/2014/01/08/great-brands-aim-for-customers-hearts-not-their-wallets/
- 37. B.E. Therapeutic –Create Sustainable Practices Uponor is a building materials company that is the world leader in commercial and residential water distribution and temperature control systems. Uponor also is an expert in heating and cooling training, marketing and lean thinking. They have provided value to their customers by not only serving their building material needs, but extending their expertise in other areas to assist their partners grow their respective businesses. Opportunity: Lifecycle Management
- 38. B.E. Therapeutic –Lead Nurturing Opportunity: Conversion Pipeline Lead Generation Lead Marketing Qualification Awareness Interest Purchase Advocacy Hand-off Hand-off Suspect Prospect - Training - Direct Mail - Lunch n’ Learns - Associations C - Events - Tradeshows - Associations A B E - Outbound call through Contact Centre C A B D Customer
- 41. B.E. Noticeable #4 Make It Easy To Be Found: Get Listed Yelp Kijiji Local Advertising
- 42. B.E. Noticeable –Localization Is Key Localization Is Important Because: 1.Makes Content Relevant 2.Creates Stronger Connections 3.Improve Promotional Strategy Source: Socialmediatoday.com
- 43. B.E. Noticeable –Professional Solutions www.yext.com www.neustarlocaleze.biz
- 44. B.E. Noticeable -Opportunities 1) Advertise but don’t ask for reviews 2) Stay in constant contact with customers 3) Schedule same day service 4) Explain everything to establish trust 5) Diagnose failures over the phone when possible 6) Clean up after yourself 7) Deliver above and beyond customer expectations
- 45. B.E. Noticeable –Reputation Management
- 46. B.E. Noticeable –Reputation Management Easy as 1-2-3: •1. Compose an email including your press release text and multimedia assets. Send it to tiny@pitchengine.com. •2. We'll compile your content, build your Tiny Pitch, and send it right back to you in a matter of seconds. •3. Open your Tiny Pitch™ and share it with your contacts and social networks. Embed it on your website or in a blog post
- 47. B.E. Noticeable –Reputation Management Easy as 1-2-3: •1. Compose an email including your press release text and multimedia assets. Send it to tiny@pitchengine.com. •2. We'll compile your content, build your Tiny Pitch, and send it right back to you in a matter of seconds. •3. Open your Tiny Pitch™ and share it with your contacts and social networks. Embed it on your website or in a blog post
- 48. B.E. Noticeable- LocalAdvertising 1) Community Events • Charity walks • Festivals • Holiday Events 1) Community Publications 2) Networking/Partnering • Partner with complimentary products or services • Attend community network events i.e. Boards of Trade
- 50. B.E. Relevant #5 Get Social: Like ≠ Respect Ask Why Audience Uses Social Platforms? 11113333% 11113333% 22221111% 55552222% SSoocciiaall @@ PPllaayy 4444% 9999% 11111111% 77776666% SSoocciiaall @@ WWoorrkk 2222% Source: CMPX survey, 2014
- 51. B.E. Relevant -Social Worth Opportunity: Responsible Advertising Options No Advertising Self Advertising ello tsu
- 52. B.E. Relevant –Engage Audience ”It's rare for even a walk-in customer to come in and not have read our blog or seen our tweets.” Emerson Salon Share and Share Alike After booking an appointment, a user can share their appointment with friends on Twitter or Facebook. Since introducing social media into the mix, traffic to their website has more than tripled. It's no wonder the salon believes so strongly in the power of connecting. Opportunity: Self Serve
- 53. Meet Your SearchCustodians
- 54. B.E. Relevant –Engage Audience 7. How often do you use the following tools to conduct research? Always (6 hrs+) 66660000% Often (3-5 hrs) Sometimes (1-2 hrs) Rarely (< 2hrs) Never 4% 33% 55550000%% 17% 33336666% 44440000%% 33336666% 3% 0% 3% 4% 20% 32% 9% 3% 12% 16% 18% 29% 14% 12% 32% 2% 5% Online Tools Magazines Newspapers Your Family Your Peers Does Our Market Behave Different Thank Our Customers? Source: CIPH/HRAI study
- 59. B.E. Valuable #6 Value Your Customers As If You Could Lose Them Today: Respect The Opportunity They Provide Drive Real Value With Them Delight Them As A Matter Of Course
- 60. B.E. Valuable –KANO Model Customer Elated Delighter’s Treasured Moments One dimensional performance Must-Be’s Basic Requirements Customer Very Dissatisfied Fully Functional
- 61. B.E. Valuable –Companies That Delight TUI offers mobile messaging that offers customers the opportunity to extend their travel. "If a guest clicks 'yes' to an extension, then we extend the hotel reservation, cancel the Friday return flight, and reserve a flight for Sunday," says the CEO, quoted in The Digital Enterprise. Opportunity: Last Minute Travel Change Source: SmartPlanet
- 62. B.E. Valuable –Social Responsibility Source: SmartPlanet Liferay purposely picks distressed communities to set up new offices. CEO Brian Cheung emphasizes, however, that these efforts are not "charity." Rather, "these are dynamic economic environments where there are also business reasons for us, as well as engaged employees." In addition, the company keeps its software open source, meaning that customers can download as many copies as they want, and make any modifications they see fit. Opportunity: Customer Vitality
- 63. B.E. Valuable –Strategic Partnerships Opportunity: Leverage your offering
- 64. B.E. Valuable –Strategic Partnerships Opportunity: Leverage your offering
- 66. ROI PBB NPS ROMI CAC ROCE CTS KPIs CTR ALCR
- 67. B.E. Consistent WhatExperience Does Your Customer Receive? Understand Moments of Truth (MOTs) - Map Touch Points How Can You Make Every Interaction Delightful # 7
- 68. CCuussttoommeerr AAccttiivviittyy CCyyccllee ((CCoonnssuummeerr WWaannttiinngg TToo RReennoovvaattee)) B.E. Consistent Need Buying Inspiration & Choice Selection Customer Relationship Planning Shortlist Enjoyment Certified System Building Print Web Tradeshow Brochure Social Vehicle Uniform Social
- 69. CCuussttoommeerr AAccttiivviittyy CCyyccllee ((IIKKEEAA HHoommee IImmpprroovveemmeenntt)) Social Radio Enjoy your home Social Thinking about renovating TV Social Looking for inspiration Catalogue Deciding on options Purchasing Product Store Designer Setting up product Self selection Childcare Restaurant
- 70. Focus on Your Strengths! B.E. Consistent
- 71. CCuussttoommeerr AAccttiivviittyy CCyyccllee ((BBuuyyiinngg AA SSttaarrbbuucckkss CCooffffeeee)) Free wifi Print Relaxing Environment Free itune Need a beverage Storefront Decide on options Think about next experience Enjoying Product Waiting for beverage customized Waiting for beverage Radio TV Print Variety Of compliments
- 72. B.E. Consistent AskYourself… What Is Driving My Customer To Their Next Positive Experience?
- 73. Starbucks Business Plan Today $1.35 Tomorrow $4.75 Achievable
- 75. B.E. Transparent Ensurethat you “Walk the Talk”: Live your positioning When mistakes happen, be honest When unable to meet customers opportunities with current solutions set, be open Create a collaborative partnership # 8
- 76. B.E. Transparent Launchedin June, the Our Food, Your Questions program invites any Canadian to ask any question whatsoever about McDonald’s food on a special website. To ask a question, visitors must connect with Twitter or Facebook. This ensures higher social visibility and an increased opportunity for answers to go viral. Results: •Over 16,000 questions have been asked •Close to 10,000 questions have been answered •McDonald’s trust scores have increased by almost 20%
- 77. B.E. Transparent –Online Reviews 80% 555% 80% of people that review products online give a 4 out of 5 rating Percent increase of QuickBook Pro Advisors with reviews vs those with none Complaints Are Gifts source: mackcollier.com, Bazaarvoice
- 79. B.E. Authentic HelpEven If There Is No Sale: View a Customer as more than a sale Build a lifelong partnership in which you can grow together # 9
- 80. B.E. Authentic Fair Time Starved Family Friendly Discerning Taste
- 81. B.E. Authentic source:mackcollier.com, Think Like A Rockstar
- 82. B.E. Authentic MarketA Market B Market C Market D Market E Market F
- 83. B.E. Authentic VitalFew Market A Market B Market C Market D Market E Market F
- 84. B.E. Authentic Trivial Many Market A Market B Market C Market D Market E Market F
- 87. B.E. Integrated BB..EE.. Relevant Transparent Valuable Noticeable Consistent Leader Integrated Truthful Genuine Direct # 10
- 88. B.E. Integrated BB..EE.. People Price Promotion Process Product Placement
- 89.
- 90. B.E. Integrated Brochures ABC Inc. Advertisement Vehicle Display Tradeshow Consistency: • Tone • Messaging • Imagery
- 91. B.E. Integrated –Experience Matters 9/10 US Consumers say they would pay more for superior source: helpscout.net Customer experience 78% of customers have bailed on an intended transaction because of a poor experience 86% In 2011, 86% of consumers quit doing business with a company due to a poor transaction or service experience (vs. 59% in 2007) 80% Of Customer Service related tweets on Twitter are negative or critical of the brand in question, a large majority of customers expect a reply in an hour.
- 92. B.E. Integrated -Storyscaping Consistency: • Tone • Messaging • Imagery B.E. Ass ociations Promotions Literature Product Case Studies ¹ Advertising SEM Feature Product Lunch N Learns Catalogue Customer Experience ¹ source: Storyscaping, Legorburu & McColl
- 95. Go back andtake a hard look at your business: - Who’s your audience? - What’s unique about you and your business? - What’s your approach? - Do you know what your Customers’ opportunities are? - Take swings? - Most Importantly… TELL YOUR STORY - What’s are you trying to achieve?
- 96. TToopp 1100 WWaayyssttoo CCoonnvveerrtt PPrroossppeeccttss ttoo PPaarrttnneerrss Suresh Parmachand @mktngjnky Linkedin.com/marketingjunky marketingjunky.wordpress.com
Editor's Notes
- #16 We’ve taken a hybrid approach.
- #27 ABOUT YouTube star who gives beauty tips to youngsters on the web. BEFORE FAME She started her YouTube channel at the young age of 14. TRIVIA FACT Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles. FAMILY LIFE When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel. ASSOCIATED WITH She has been interviewed by the Huffington Post, the publication started by Ariana Huffington.
- #28 ABOUT YouTube star who gives beauty tips to youngsters on the web. BEFORE FAME She started her YouTube channel at the young age of 14. TRIVIA FACT Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles. FAMILY LIFE When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel. ASSOCIATED WITH She has been interviewed by the Huffington Post, the publication started by Ariana Huffington.
- #29 Highest earning YouTube star, bringing in an estimated $7MM annually. In 2013, the PewDiePie channel went from 3.5 million to 19 million subscribers. New subscriber every 1.037 seconds.
- #30 Highest earning YouTube star, bringing in an estimated $7MM annually. In 2013, the PewDiePie channel went from 3.5 million to 19 million subscribers. New subscriber every 1.037 seconds. Twitch.TV
- #31 Highest earning YouTube star, bringing in an estimated $7MM annually. In 2013, the PewDiePie channel went from 3.5 million to 19 million subscribers. New subscriber every 1.037 seconds. Twitch.TV
- #32 Gary grew Wine Library from $4 million to upward of $50 million between 1998 and 2005. Saw the power of social media in 2005 when millions shared a Saturday Night Live clip called “Lazy Sunday. 90,000 viewers per day at Wine Library TV. Quote from his father: “There are much bigger things to come…I think he has a very good chance to replace Oprah.”
- #33 Usher launched his career but had originally turned him down – which almost resulted in Bieber signing with Justin Timberlake – Usher saw his YouTube videos and changed his mind, the rest is history. He has more than 35MM followers on Twitter, which ranked him number one worldwide in January 2013. His favourite website is www.FreeTypingGame.net. He has announced that he has officially retired from the music industry…thankfully.
- #65 Liferay, a portal software provider, believes the economic vitality of both its customers and communities is just as important as its own.
- #67 In 1993, Starbucks partnered with Barnes and Noble bookstores to provide in-house coffee shops, benefiting both retailers. In 1996, Starbucks partnered with Pepsico to bottle, distribute and sell the popular coffee-based drink, Frappuccino. Its alliance with United Airlines promoted Starbucks coffee to be served on all its flights, with the Starbucks logo on the cups. It was also its strategic partnership with Kraft foods, which resulted in Starbucks coffee being marketed in grocery stores. In 2006, Starbucks partnered with Apple to collaborate on selling music as part of the “coffee house” experience.
- #72 Hugh-Involved Purchase – augmented reality app
- #74 Low Involved Purchase
- #80 Customers that complain just want to know they are being heard.
- #94 Customers that complain just want to know they are being heard.