This document discusses relationship strategies for improving customer relationships and selling more now. It provides examples of implementing a relationship process through defining the customer experience, collecting feedback, integrating sales and marketing activities, and using technology for repeatability and scale. Case studies are presented showing how companies have applied relationship strategies to different business problems like beneficiary mailings and trade show follow-up to generate more sales. The presentation emphasizes testing strategies, applying the core elements of the relationship process, and focusing on both short and long-term customer value and profitability.

1. Reclaiming Customer Relationships:
The Lost Art of Paying Attention
May 22nd, 2009
Customer Value. Right. Now. 1

2.  Sales & Marketing Consultants
 We define and execute
relationship strategies
 New Customer Program
Sell more now.
 Customer Development Program
The right people doing the right things
 We use technology for leverage, all the time.
scale, and repeatability
 SalesLink
 Sales effectiveness
 Sales activity management
 Customer feedback
Customer Value. Right. Now. 2

3. We help companies define and execute their
key relationship strategies
Customer Value. Right. Now. 3

4. Agenda
 Value Scorecard
 Focus on Relationships
 Case Studies
 Applying these concepts in your organization
Customer Value. Right. Now. 4

5. 6.2 Full Potential
7.1
6.4
6.3 New business
7.8
Customer value
6.3
7.4
6.7
6.3 Marketing Strategies
Technology
6.1
Customer Value. Right. Now. 5

6. Let’s talk relationships.

7. There’s not a lot
more that can be
done with price
and product.
Customer Value. Right. Now. 7

8. With price and
product optimized
What is your path
to success?
Customer Value. Right. Now. 8

9. The customer
relationship is all
that’s left.
But do we know how
to define it?
Customer Value. Right. Now. 9

10. Think about a great customer
experience. What made that
experience so good?

11. Relationships Deliver an Experience.
Experiences are Emotional.

12. Your Is helpful and
Company responsive.
Your Provides feedback
Customer and insight.
Uses customer
Your feedback to
Company create value.
Your Is more satisfied,
Customer loyal and profitable.
Customer Value. Right. Now. 12

13. Creating Success Isn’t Easy
 Some of us are executing best
practices, but it’s complex, time
consuming, and can take away from
core selling time.
 Some of us know what to do, but not
how to do it.
 Others have very few new ideas of
how to build the business.
Customer Value. Right. Now. 13

14. Customer Value. Right. Now. 14

15. Relationship strategy: delivers a repeatable and
scalable process that leverages relationship (rather
than price and product) to sell more now.
Customer Value. Right. Now. 15

16. The Relationship Strategy Process
Customer Experience
Create Customer Value
Sales
Marketing & Engagement Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 16

17. Manage the Experience: Optimal Contact Stream
 Define the value
 Optimal contact stream for
No Contact engagement
Attempt Attempt
Follow-up  # attempts
 # days apart
 Message scripts
Pre-call No Contact
Attempt Attempt  No contact follow-up
Warm-up Follow-up
 Pre-call marketing
 Pre-call marketing creative, copy,
Pre-call Pre-call execution, measurement
Attempt Attempt
Warm-up Warm-up
 Call/meeting support
 Approach
 Dialogue strategy
Pre-call Pre-call Call
Call  Call scripts
Warm-up Warm-up Follow-up
 Objection handling
 Feedback management
 Call follow-up marketing creative,
copy, execution, measurement
Customer Value. Right. Now. 17

18. You’ve done all
you can with price
and product.
Customer Value. Right. Now. 18

19. Cases
3 cases. All different levels of complexity. All elegant. All powerful.

20. Cases
Effectiveness
✔ Tool
Micro Sites Feedback Mgt.
Lead Scoring Feedback Mgt. Response Mgt.
Qualification ✔ Response Mgt. Relationship Mktg.
Prospect Mgt.
Sales Mktg. Edit Sales
Meeting F/U
✔ Response Mgt.
Feedback Mgt.
Activity
Management
Feedback
Triggered Strategies
Sales Support
Relationship Business
Marketing Planning Feedback Mgt.
Centre Tool Relationship Mktg.
Triggered Strategies
Customer Value. Right. Now. 20

21. MD Management:
Relationship Program
 Business as usual was not working
 “Product performance” message falls on deaf
ears over time
 Traditional approach has been for Sales to
cold-call unrelated to other Marketing activity
 Opportunity to rethink the way we prospect –
use an offer of information to earn the right to
a sales conversation.
Customer Value. Right. Now. 21

22. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 22

23. Relationship Program Plan
ROI
Customer Value. Right. Now. 23

24. Reps Can Edit the Program and Plan Who They Will Call
Bulk
Assignment
Select
Customers
Edit Status
Program
Summary
Call Dates
Customer Value. Right. Now. 24

25. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 25

26. Pre-call Marketing
• Marketing pieces are timed to go out 8 days prior to planned calls
• Key Messages vary by segment
• Personalized from rep
• Drives calls, request for information and key contact data
Customer Value. Right. Now. 26

27. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 27

28. Key Relationship Data
Preferences
Needs and
Interests Competitive
Relationships
Objections
Customer Value. Right. Now. 28

29. Automated Fulfillment to Info Requests
Customer Value. Right. Now. 29

30. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 30

31. Sales Support
Customer Value. Right. Now. 31

32. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 32

33. 1:1 Marketing – Email Selections
Customer Value. Right. Now. 33

34. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 34

35. Reps Activities are Updated with Call Requests
Customer Value. Right. Now. 35

36. Sales Activity Management
Customize
Report Filters
Review Key
Metrics
Customer Value. Right. Now. 36

37. The Shift: From Sales Coaching to Management
Feedback
Sales Activity
Strategy & Analysis Sales Management
Sales
Desired State Performance Sales Activity Effectiveness
Sales Review Management Management
Training Sales
Sales data & key Calls, meetings, effectiveness
Current State success metrics proposals, sales data, Coaching
activities
Customer Value. Right. Now. 37

38. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 38

39. Test, Learn & Roll-Out Strategy
Customer Value. Right. Now. 39

40. Results
 Results are statistically
Overall Conversion valid with a confidence
Relationship Prospect y% interval of 95%
Program
 Test and control
Control Group x% groups were tracked
Incremental Lift 159% for over 48 months
Customer Value. Right. Now. 40

41. Teachers Life:
Insurance Beneficiary Mailing
 Administrative process to confirm beneficiary status
 High cost with little/no tie to sales
 Opportunity to use relationship process to sell more
now.
Customer Value. Right. Now. 41

42. Your Is helpful and
Company responsive.
“Life changes all the time. At Teachers Life
we’re passionate about protecting you and your
family as your situation changes. Please tell us
a bit about yourself so that we can continue to
develop products to serve you better.”
Customer Value. Right. Now. 42

43. Your Provides feedback
Customer and insight.
Personalized
Microsite
 Presence of children (and ages)
 Home ownership
 Specific insurance needs:
 “Ensuring I have enough Life
Insurance to protect my family”
 “Insuring my children and
grandchildren for life”
 “The flexibility of using Life Insurance
to protect my mortgage or new home”
 “Protecting assets and insuring myself
against critical illness”
 “Other”
Customer Value. Right. Now. 43

44. Uses customer
Your feedback to
Company create value.
 Thank the customer
 Reference their feedback
 Customer knows we listened
 Information requests and leads
sent to sales
 Provide sales with support
material
 Follow-up scripts
 Email copy
 Relevant collateral
Customer Value. Right. Now. 44

45. Your Is more satisfied,
Customer loyal and profitable.
Results
 Short-term: Generated 14% of annual
sales target (from just this one program)
 Long-term: Feedback results in
• Relationship information for future use
• shorter sales cycle
• more efficient future spend
Customer Value. Right. Now. 45

46. The best follow-up each and every time.
Customer Value. Right. Now. 46

47. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 47

48. Put your Best
Foot Forward
 Put your best foot forward
 Pre-call warm-up
 Call follow-up
 Meeting follow-up
 Message follow-up
 No contact follow-up
 After a sale
 Asking for referrals
 Making sure that you are
 Timely in response
 Relevant in message
 Engaging in tone
 Compelling in value offer
 Make it easy
 Do it every time
Customer Value. Right. Now. 48

49. Predetermine your ‘Best’ messaging for every
occasion. Use technology. Make it easy to execute.
Micro-Sites
Personalized HTML Email
Websites
Personal PDF’s
Customer Value. Right. Now. 49

50. COLD-FX:
Trade Show Follow-Up
 100% Booth visitors that received
customized, personalized email within
72 hours.
 42% People who opened the email
 8% People who took some other
action (responded, visited website, etc.)
Customer Value. Right. Now. 50

51. Pringle LifestyleFit Program: Micro-site
Customer Value. Right. Now. 51

52. 3 Easy Steps
Select Contact Select Content
Send
Customer Value. Right. Now. 52

53. Customize Categories and Topics with Copy,
Links to URLs, Micro-Sites and PDFs
 Categories
o Our Discussion
o Of Interest
o To Review
o Next Steps
 Topics
o New Customer Acquisition
o Increasing Customer Value
o Marketing & Sales
Integration
o More Sales Now
Customer Value. Right. Now. 53

54. Content Management: Categories
Customer Value. Right. Now. 54

55. Content Management: Topics
Customer Value. Right. Now. 55

56. Reporting
Who, When, Opened, Clicks
Click detail
Email sent
Customer Value. Right. Now. 56

57. Mobile and PC
Customer Value. Right. Now. 57

58. How can you apply
the relationship
process in your
organization to sell
more now?
Customer Value. Right. Now. 58

59. Your Is helpful and
Company responsive.
Four key
elements in the
relationship Your Provides feedback
process. Customer and insight.
How do you Your
Uses customer
feedback to
make this Company create value.
repeatable and
scalable?
Your Is more satisfied,
Customer loyal and profitable.
Customer Value. Right. Now. 59

60. Create value.
Customer Value. Right. Now. 60

61. sales
Be helpful and marketing
responsive.
Integrate investments
in existing activities.
support
Customer Value. Right. Now. 61

62. Collect
feedback.
Uncover the key data
needs, preferences,
and other essential
feedback.
Customer Value. Right. Now. 62

63. Sell more now.
Use insights to enable
higher conversion today
and lay the foundation for
longer-term success.
Customer Value. Right. Now. 63

64. Automated Marketing Activities
Marketing Programs
New Client Welcome Client Referrals
Acquire New Clients Competitive Response
Needs Review Client Appreciation
Seminar Satisfaction Survey
Keep in Touch Retention
Occasion Cards Client Education
Product Launch
Business Building Tools
Build my Brand Key Support Collateral
Micro-sites Target Prospect Lists
Customer Value. Right. Now. 64

65. Relationship strategies are powerful when
applied to each stage of the lifecycle.
Retain Reactivate
Referral
Acquisition
Cross-sell
Up-sell
Welcome
Prospect Active Customer Inactive

66. Six things you can do right now
(All testable. All with existing budgets.)
Customer Value. Right. Now. 66

67. Thank your customer and ask
for feedback. Show them you
listened.
Customer Value. Right. Now. 67

68. Offer your customers help in
making their purchase decision
(even if its not with you).
Give them a calculator,
information, workshop or other
tools to guide them.
Customer Value. Right. Now. 68

69. Use your administrative contact
(e.g. a statement mailing) to collect
actionable feedback.
Customer Value. Right. Now. 69

70. Present your customers with
a “no-strings-attached” value
program.
Customer Value. Right. Now. 70

71. Give your customers access to
experts who can help them.
Customer Value. Right. Now. 71

72. Have every salesperson ask two
key questions in their next sales
call. Take action on what they hear.
Customer Value. Right. Now. 72

73. Thank You.
2 www.raybec.com
martin@raybec.com
1 416.951.3873
6.2
7.1
6.4
6.3
3
7.8
Customer Value Program 6.3
7.4
6.7
6.3
6.1