Marketing to your buyers is much different than it was 30 years ago--or even 5, for that matter. Buyers are 60% of the way through the traditional sales process before they are even a blip on your radar! We take a look at the strategies of the past and why they're not working for you today--as well as a suggestion on what could.

1. We’re !
what’s new!
in nonprofit….
Tips,
Best
Prac.ces
and
Insights
from
nonprofit
sector
leaders
to
help
others
in
the
sector
become
even
more
awesome.

2. But THIS is what’s
new !
about your !
buyers…

3. Simply put: !
Old strategies…
CAN’T work in today’s
world

5. Selling Strategies of Yesterday!
• Cronyism: Network of buddies
• Commodity: Price focused
• Content: Features and Benefits
• Consultative: Client Needsbased

6. Selling Strategies of Today
• New criteria for evaluating prospects
• Engage change agents as stakeholders vs.
informants
• ROR vs. ROI: Return on Relationships not
Investments
• Relationships not transactions
• H2H: Human to Human

7. Marketing Strategies of Yesterday

8. What happened to them?
• Craigslist has replaced a lot of traditional
classified ad publishing
• Print Ad Sales have been declining
annually*
• Way fewer people smoke these days
*Associa.on
of
Business
Media
2013

9. Marketing Strategies of Today
Content Marketing
• “The
crea.on
of
valuable
and
relevant
content
yourself
(instead
of
using
tradi.onal
means).”-­‐David
Meerman
ScoM
• “(It)
is
all
the
marke.ng
that’s
leP.”-­‐
Seth
Godin
Exerpt
from
teleseminar
on
Godin’s
Meatball
Sundae
Book
Tour,
2008
;
published
on
contentmarke.ngins.tute.com

10. Processes of Yesterday
Linear and Predictable

11. Processes of Today
Buyers
are
60%
through
tradi.onal
purchasing
process
before
they
engage
with
a
rep*
Buyers
are
“armed
to
the
teeth”
with
knowledge
of
their
problem
and
a
well-­‐constructed
RFP
Reps
are
oPen
relegated
to
“price-­‐driven
bake-­‐offs”
*Corporate
Execu.ve
Board
Study
of
1,400
B2B
Customers
Harvard
Business
Review:
The
End
of
Solu.on
Sales,
Adamson,
Dixon,
Toman

12. With 60% of the
buying process
happening before
you even know it’s
begun….
Your company and sales people have less likelihood
for success if they’re not prepared.

13. Take-aways
• Sales
cycle
is
no
longer
linear,
no
longer
a
funnel
but
a
con.nuous
cycle
of
engagement
• Prospects
are
60%
through
decision
process
before
they
are
a
blip
on
your
radar
• Well
over
half
of
the
tradi.onal
sales
process
has
DISAPPEARED
due
to
access
to
informa.on
online

14. How can we expect an 80’s
approach to work…

15. …in today’s world?

16. What IS going to work?
•
•
•
•
•
•
Creating a brand
Creating trust
Positioning your brand as expert
Cultivating a relationship
Acting as a Partner vs. a Vendor
Collaboration

17. Yesterday: Shotgun Approach
• Broad Marketing to Many
• Features and Benefits Focus
• Pricing Focus
These all treated the prospective buyers as a
a target

18. Today: Human to Human
Communicate
in
a
human
manner
to
your
human
customers!
Implement
Maslow’s
hierarchy
of
needs
—and
communicate
your
story
in
a
way
that
is
about
the
human
customer,
not
the
“target”

19. How?
•
•
•
•
•
•
Blogging
Social media
Content
Engagement
Experience
Collaboration

20. We’d
love
to
help
find
the
right
approach
for
you
To
learn
more,
please
contact:
Amy
DeVita
amy@thirdsectortoday.com
973.809.0445
www.thirdsectortoday.com