Matt Heinz, founder and president of Heinz Marketing Inc, presented on secrets for success in professional services firms. The presentation discussed how customers have changed and are now busier, self-educated, skeptical, distrustful, and jaded. It also reviewed lessons from "The Challenger Sale" about how the way companies sell is now more important than what they sell. Additionally, it outlined seven traits of successful services selling: revenue responsibility, focus, customer centricity, personal accountability, technology competence, an agile mentality, and empathy. The presentation concluded by discussing habits to build customer trust and respecting customers.

1. Matt Heinz
Founder & President, Heinz
Marketing Inc
@heinzmarketing
Buildings Don’t Write
Checks
Sales Pipeline & Demand Generation
Secrets for Professional Services
Firms

2. Housekeeping
• Copy of this deck
• Other offers for you:
– The Modern Marketer’s Field Guide
– Successful Selling
– My award-winning* apple-smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) or bring me a business
card noting what you want

3. • Text “pipeline” to 72000 to get
a free copy of my latest book Full
Funnel Marketing
Quick, take out your smartphone!

4. I am serious about the bacon

5. Why is selling so hard today?

6. Is it how we sell….
….or how they buy?

7. Impact on the entire lifecycle

8. What has changed?

9. Five customer changes impacting your success

10. Your customers are:
1. Busier than ever

12. Your customers are:
1. Busier than ever
2. Self-educated

13. When do they call you?

14. Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical

15. Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical
4. Distrustful

16. This is what they think of us…

17. Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical
4. Distrustful
5. Jaded

18. Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical
4. Distrustful
5. Jaded
6. A lot like you!

19. Are we helping or hurting?

20. Are we helping or hurting?

21. Are we helping or hurting?

22. Depressed yet?!

23. So what IS working today?

24. 4 lessons from The Challenger Sale

25. Let’s not pretend this is new…

26. 1. How you sell is more important than what you sell

27. 2. Challengers teach, tailor & take control

28. 3. The value of your insights trumps the
quality of your product

29. 4. Be memorable, not agreeable

33. Generational detail & differences
Source: SnapApp & Heinz Marketing, Sept 2017

34. Source: SnapApp & Heinz Marketing, Sept 2017

35. Source: SnapApp & Heinz Marketing, Sept 2017

36. Source: SnapApp & Heinz Marketing, Sept 2017

37. Channel integration = effectiveness

38. How do you break through?

39. The Five Foundations of Customer Commitment

40. The Five Foundations of Customer Commitment
1. Attention

41. The Five Foundations of Customer Commitment
1. Attention
2. Interest

42. The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust

43. The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust
4. Interaction

44. The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust
4. Interaction
5. Engagement

45. The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust
4. Interaction
5. Engagement

46. The buyer’s journey

47. Seven traits of successful services selling

48. 1. Revenue Responsibility

49. Revenue responsibility in practice
• Quick sales vs. lifetime value
• Good sales vs. bad sales
– Expensive customers, higher churn likelihood
• Can you buy a beer with it?
• Business vs. commission check mindset

50. 2. Focus

51. Attributes of a focused sales pro
• Daily plan
• Evening evaluation & recalibration
• Minimized distractions
• Effective triage
• Distraction management (internally & externally)

52. 3. Customer Centric

53. This doesn’t write checks!

54. 4. Personal accountability

55. Accountability means…
• Transparency
• Constructive criticism & improvement
• Macro & micro calibrations
• Proactive adjustments
• Daily discipline

56. 5. Technology competence

57. Is your tech helping or hurting?
• What problem does it solve?
• What does it automate or accelerate?
• What is your system or process?
• Can it scale beyond you?

58. 6. Agile mentality

59. What is your tolerance for chaos?
• Speed and focus amidst change
• Quick recalibration & new game plan development
• The power of humility

60. 7. Empathy

61. What empathy means…
• For your peers
• For your sales organization
• For other departments
• For your customers
• What is important to THEM?

62. Six Habits of Customer Trust
1. Focus
2. Surprise & Delight
3. Daily discipline
4. Adjustments
5. Polite Persistence
6. Surround

63. How we doin’?

64. Don’t try this all at once

65. Last slide last
• Respect your customer
• Lead with value
• Establish daily habits
• Manage your time

66. Housekeeping
• Copy of this deck
• Other offers for you:
– The Modern Marketer’s Field Guide
– Successful Selling
– My award-winning* apple-smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) or bring me a business
card noting what you want

67. • Text “pipeline” to 72000 to get
a free copy of my latest book Full
Funnel Marketing
Quick, take out your smartphone!

68. Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com